Google Ads Display Network Optimization Ideas

Summary

This video script offers essential tips for optimizing Google Display Network (GDN) campaigns. It discusses the initial use of 'Maximize Clicks' to gain traction before switching to 'Maximize Conversions', analyzing ad variations, and focusing on viewable CTR over overall CTR for ad performance. The script also covers expanded and optimized targeting, and the importance of reviewing and controlling ad placements to ensure brand safety, providing practical steps for advertisers to enhance their GDN strategy.

Takeaways

• 📈 The Google Display Network (GDN) is an effective platform for brand exposure to potential customers, offering remarketing and various targeting options.
• 🔍 For new display campaigns, starting with 'Maximize Conversions' as the bid strategy can be challenging; switching to 'Maximize Clicks' temporarily can help gain traction before reverting back to conversions.
• 🎯 Ad performance should be reviewed by ad type, distinguishing between image ads and responsive display ads, as they have different dimensions and placements.
• 📊 Viewable CTR (Click-Through Rate) is a more accurate metric for ad performance on the GDN compared to the overall CTR, as it accounts for whether the ad was actually visible to users.
• 📐 When comparing ad performance, ensure comparisons are made within the same ad size and format to get a true measure of effectiveness.
• 🚫 Expanded and optimized targeting should be reviewed regularly; if it's underperforming compared to custom segments, it may be beneficial to disable it.
• 📝 Placement performance should be monitored to ensure ads are appearing in appropriate locations; underperforming placements can be excluded at the ad group or campaign level.
• 📲 Mobile apps can be excluded from GDN campaigns if they are not performing well or if the advertiser prefers not to have their ads shown in app environments.
• 🛡 Content controls and exclusions can be set at the campaign level to prevent ads from appearing alongside content that doesn't align with the brand's image or values.
• 🛠 There are nuanced ways to optimize GDN campaigns that differ from other campaign types like search or video campaigns, and understanding these can maximize ad budget efficiency.
• ❓ The video encourages viewers to ask questions about GDN optimizations or campaigns in the comments for further assistance.

Q & A

What is the Google Display Network and how can it benefit brands?

The Google Display Network is a platform that allows brands to display ads to potential customers, whether they are already aware of the brand or not. It offers various targeting options to reach the right audience and can be optimized for conversions or performance goals.

Why is it recommended to start a new Google Display Network campaign with 'Maximize Conversions' bid strategy?

Starting with the 'Maximize Conversions' bid strategy can be beneficial as it allows the campaign to focus on achieving conversions. However, it may be challenging to get the campaign off the ground without initial traction, which is why sometimes switching to 'Maximize Clicks' temporarily can help.

What is the significance of switching from 'Maximize Conversions' to 'Maximize Clicks' and then back in a Google Display Network campaign?

Switching to 'Maximize Clicks' temporarily can help a new campaign gain traction by driving more immediate clicks. Once the campaign has gathered some volume, switching back to 'Maximize Conversions' can help maintain traffic while focusing on conversion goals.

How can one evaluate the performance of different ad types on the Google Display Network?

Performance can be evaluated by comparing different ad types such as image ads and responsive display ads separately, as they have different formats and placements. Metrics like conversion performance, click-through rate, and viewable CTR should be considered.

Why is it important to consider 'viewable CTR' over the standard 'CTR' when reviewing ad performance on the Google Display Network?

'Viewable CTR' is more indicative of user engagement as it measures clicks only after the ad has become viewable (50% of the ad is visible on a web page for at least one second). This provides a more accurate reflection of how users are interacting with the ads compared to the overall CTR.

What are some best practices for comparing ad variants on the Google Display Network?

When comparing ad variants, it's important to compare within the same ad format and size to ensure a fair comparison. For example, comparing a 320x50 ad variant with another 320x50 variant will provide more meaningful insights than comparing across different sizes.

What is 'expanded targeting' and how can it impact the performance of a Google Display Network campaign?

'Expanded targeting' is an option that allows Google to show ads to users beyond the initial targeting parameters. It can impact performance by potentially reaching a wider audience, but it may also lead to higher costs per lead if not optimized correctly.

How can one identify and exclude placements that are not performing well in a Google Display Network campaign?

By reviewing the placements where ads have shown in the 'Content' section, one can identify underperforming websites or mobile apps. If necessary, these placements can be excluded at the ad group or campaign level to optimize performance.

Why might it be necessary to exclude mobile apps from a Google Display Network campaign?

Excluding mobile apps may be necessary if they are not contributing to the campaign's goals, such as conversions, or if the performance metrics like cost per lead or click-through rate are not satisfactory.

What are 'content controls' and how can they be used to ensure ads are displayed in appropriate contexts?

'Content controls' allow advertisers to exclude their ads from appearing on certain types of content or websites that do not align with their brand. This can be done at the campaign or account level to maintain brand safety and relevance.

How can advertisers ensure their Google Display Network campaigns are optimized for the best results?

Advertisers can ensure optimization by regularly reviewing and adjusting bid strategies, comparing ad variants, analyzing viewable CTR, using expanded and optimized targeting wisely, and utilizing content controls to exclude inappropriate placements or content.