Google Display is a channel worth including in any advertising strategy. These campaigns boast impressive reach, as they can appear throughout the Google Display Network of over 2 million apps and websites, including YouTube and Gmail.
Plus, display campaigns can help you reach, engage, and convert customers at each stage of the marketing funnel. You just need to choose the right marketing objective.
Sections
3 marketing goals you can achieve with Google Display Ads
When you set up a Google Display campaign, one of the first questions Google will have you answer is what marketing objective you want to target. You have three options:
- Build awareness
- Influence consideration
- Drive action
Google will display your ads based on your answer, so you want to choose the right one. It will also tailor the rest of your campaign setup process, offering you features and settings to pick from that will help you reach that specific goal.
Here’s what each one means.
1. Build awareness
Brand awareness is a common marketing objective for Google Display campaigns. Since Display ads appear when people are browsing other sites and apps within the Google Display Network, they’re not necessarily thinking about your brand, or even about shopping.
Instead of driving people to purchase your products or visit your website, your goal is to make sure they know who you are, and what you offer. When you choose brand awareness as your marketing objective, your display ads will target people at the top of the marketing funnel.
Your focus here is on impressions. You want to display your ad to as many people as possible, frequently, with the goal of raising awareness.
Google Display awareness campaigns also help people form a positive association with your brand, which may make them more likely to convert later on. Finally, awareness campaigns can increase loyalty among your existing customers, by keeping your brand top of mind.
2. Influence consideration
If influence consideration is your marketing objective, you’re targeting people mid-funnel. These folks are already aware of your brand, and they may have even visited your website or browsed your products and services before. But, they haven’t taken action or visited you recently.
With an influence campaign, your goal is to encourage them to take the next step, whether that’s downloading a whitepaper or watching a video about your products. You may not expect them to take action immediately, but you want them to engage with your brand. Influence campaigns can be particularly effective for B2B organizations and brands with a longer sales process.
As you might expect, since you’re not just paying to plaster your ad all over the internet, influence campaigns have a higher cost per click than a brand awareness campaign.
3. Drive action
Enough beating around the bush. It’s time to drive action! With this marketing objective, your goal is to get your audience to take an action, or convert, after seeing your Google Display ad. You may want them to:
- Download your app
- Buy something on your website
- Call your business
- Visit your business
Whatever counts as a conversion for you, this marketing objective can help you ensure your ads target people in a conversion state of mind.
The drive action objective is also a perfect fit for retargeting campaigns. Do you want to recapture abandoned carts? A campaign featuring products they left behind may do the trick. You can also remarket to people who visited your site and browsed your products.
Meet your marketing goals with Google Display advertising
Choosing the right marketing objective is the first step to success. You’ll also want to consider what type of display ad format will perform best with your target audience. Do you want to leverage video ads, banner ads, or plain text ads? What about dynamic display ads? How can you optimize your copy and creative to drive awareness, consideration, or action?Google Display ads can drive powerful results for your brand, if you do them right. That’s where Your Marketing People can help. For one of our ecommerce clients, our team leveraged Display ads, Google Shopping, and YouTube ads to lift revenue and transactions by 43% and 34%, respectively. Let’s talk about what we can do for you.
