How To Use Google Ads Display Campaigns (The RIGHT Way)

Summary

This video explains how Google advertisers can better utilize Display campaigns, an underused feature. While many start with the Search Network, Display ads offer a cost-effective way to reach both warm and cold audiences. The speaker highlights the importance of creating compelling offers and eye-catching visuals, emphasizing that these elements are key to success in Display advertising. The video suggests leveraging Performance Max campaigns for simpler setup and broader reach, and also recommends hiring professionals to handle creative tasks. By focusing on the offer and visuals, businesses can significantly improve their Display campaign results.

Takeaways

• 😀 Display campaigns are often underused by Google advertisers, but they can be highly effective if approached correctly.
• 😀 Search ads are typically where most advertisers start, but Display campaigns can be just as valuable when targeting cold audiences.
• 😀 The Display Network is significantly cheaper than search or shopping campaigns, making it ideal for businesses with low-cost products.
• 😀 Only about 10% of your market is actively searching for your product or service, meaning 90% are untapped potential customers.
• 😀 Display campaigns help reach that 90% of potential customers who aren't actively searching, expanding your target market.
• 😀 A strong, compelling offer is the key to success in Display campaigns. It should grab attention and stand out from competitors.
• 😀 The creative elements, including visuals and messaging, are just as important as targeting and campaign settings in Display ads.
• 😀 If you're analytical and struggle with visuals, consider hiring professionals for graphic design and video editing to elevate your Display campaigns.
• 😀 Offering attractive incentives, like a free survey for roofing services, can make your Display ads more appealing and increase conversion rates.
• 😀 Performance Max campaigns, which combine all Google ad networks, are a great way to simplify and optimize your Display campaign strategy.

Q & A

Why do most Google advertisers initially start with the search network?

Most Google advertisers start with the search network because it's easy to understand, has clear intent from users, and it's less likely to encounter issues. It provides a straightforward way to target users who are actively searching for products or services, making it easier to convert them.

Why is relying solely on remarketing for display campaigns considered a missed opportunity?

Relying solely on remarketing limits your reach to people who have already interacted with your business. The Display Network also allows you to target cold audiences—people who haven't interacted with your brand—offering an opportunity to reach a much larger potential market.

How can display campaigns be beneficial for businesses with lower-value products?

Display campaigns are generally more cost-effective than search or shopping campaigns, which can be particularly advantageous for businesses selling low-value products. The lower cost per click and impression makes it easier to scale campaigns while maintaining profitability.

What is the primary advantage of using the Display Network to target cold audiences?

The primary advantage is that you can reach the 90% of potential customers who aren't actively searching for your product or service. This significantly increases your market reach and allows you to tap into a broader customer base.

What are some challenges advertisers face when transitioning from search to display campaigns?

Advertisers often struggle with the interruption nature of display ads. Unlike search, where users have intent, display ads can feel more intrusive, making it harder to convert viewers into customers. This requires a strong offer and high-quality creative to capture attention.

Why is crafting a compelling offer crucial for display campaigns?

A compelling offer is essential because display ads interrupt users' browsing experience. A strong, attractive offer helps grab their attention and makes them more likely to engage with your ad, despite not actively searching for the product or service.

What role does visual appeal play in the success of display campaigns?

Visual appeal is crucial for display campaigns because the creative elements—such as images and videos—are what attract attention. High-quality, professional designs help convey the message clearly and can significantly improve conversion rates.

How should advertisers approach the creation of ad creatives for display campaigns?

Advertisers should focus on creating visually appealing, professional ad creatives that clearly communicate the benefits of their product or service. If possible, hire experts for graphic design and video editing to ensure the ads stand out and effectively convey key information.

What is the benefit of using Performance Max campaigns for display ads?

Performance Max campaigns simplify the process of running display ads by incorporating all Google ad networks in one campaign. This makes it easier to leverage the Display Network and other Google platforms, increasing efficiency and performance.

What should advertisers focus on when creating display campaigns, beyond targeting and settings?

Advertisers should prioritize the offer and creative elements of their display campaigns. These factors are far more important than focusing solely on campaign settings or targeting options, as they directly impact whether the ad captures attention and drives conversions.