Are you running Google Ads?
But confused whether to run display ads or not!
Here you will get to know the benefits and value of Google Display Advertising.
Let’s begin with,
Table of Contents
Value of Google Display Advertising
Google Display Network is a vast network that consists of more than 2 million websites across different countries. It is the world’s largest collection. Using Google Display Network, you can advertise your small or big brand to people while they are browsing websites, watching YouTube videos, playing games on their phones or checking emails on Gmail.
As per Google, “Display Network sites reach over 90% of Internet users worldwide*. With the Display Network, you can use targeting to show your ads in particular contexts (like “outdoor lifestyles” or “cnn.com”), to particular audiences (like “young moms” or “people shopping for a new sedan”), in particular locations, and more.”
Google Display Advertising allows you to create text ads and non-text ads. These Ads could include quality images, videos and animated ads. With these different ad formats you can make your ads stand out and increase brand awareness.
Now you are aware of Google Display Network. Here are benefits and value of Google Display Advertising:
1. Reach Vast Audiences
The main and first benefit of Google Display Advertising is its reach to large number of audiences across Google network. As I said above display network is comprised of over 2 million of websites, blogs, YouTube, apps and Gmail, this increases the coverage and helps you advertise on a large scale.
While advertising on search network, your ads are only shown on Google search result page. Whereas on display network you can reach across 90% of internet users worldwide. This is a clear benefit for businesses who want to increase their exposure and reach more and more people online.
2. Lower Cost Per Click
Cost Per Click is a big and valuable aspect of Google Ads. CPC of Ads can make or break your advertising budget. If the cost per click is high, then the whole budget will drain with only just few clicks. But if the cost per click is low then you will receive more valuable clicks and create brand awareness.
Comparing to Google Search Ads the cost per click of Google Display Network is very low. For example, in search network ads the cost per clicks for a carpet cleaning company for a specific keyword like “carpet cleaning near me” is nearly $4-5. Meanwhile for Google Display Ads the CPC would be as low as $0.05. You can see a big difference in the cost per clicks for both networks. For the cost of one click in search ads, you can get even dozens of clicks on display ads. Therefore, Google Display Ads can be a great option for low budget advertisers.
3. Flexible Pricing Models
Cost-Per-Click (CPC) is a common pricing model which most of the advertisers are using. Whereas, with Google Display Ads you get another pricing model Cost-Per-Thousand Impressions (CPM). With CPM pricing model, you pay per one thousand views on Google Display Network.
Cost-per-click (CPC) means you will be charged when someone clicks on your ads.
Cost-per-thousand impressions (CPM) means you will be charged for impressions for your ads.
Instead of using regular CPC pricing model for your Google Display Ads, you can use CPM pricing model to display your ads to the vast display network. CPM can be cheaper than CPC pricing model, if you want only views for your ads. This is the best way to increase your ROI.
4. Numerous Targeting Options
Google Display Advertising gives you lots of options for targeting the right customers at the right place. Here are different targeting options:
a. Contextual Targeting
Contextual targeting allows you to show your ads on websites relevant to your keywords. It helps you to connect with prospects while they are engaged to relevant content across Google Display Network.
b. Placement Targeting
Placement targeting allows you to show your ads on particular websites that you select. It allows you to display your ads on whole website or some specific pages, videos, RSS feeds.
Remarketing allows you to bring good customers back who have previously visited your site by clicking your ads or show your ads while browsing sites on Google Display Network. It displays your ads to customers who had shown some interest in your product or service and drive them back to make a purchase. It is the most powerful feature of Google Display Network.
d. Interest Categories
This type of targeting allows you to show your ads to audience based upon their interest.
e. Topic Targeting
Topic targeting allows your display your ads on pages about relevant subject. For that you need to select topics of interest for target people and show relevant ads when they browse through Google Display Network.
f. Geographic and Language Targeting
Geographic and Language Targeting allows you to show your ads to customers for specific location or region with radius, zip codes and language that they speak.
g. Demographic Targeting
Demographic Targeting allows you to display your ads to a particular age range and gender. You can select people by specific gender with their age range who are interested in your product or service and can likely make a purchase.
5. Various Google Display Ad Types
In new Google Ads interface, basically there are three sub-types in Google Display Ads Campaigns. You also get an option to upload ads.
a. Standard Display Campaign
In standard display campaign, you can create Responsive Display Ads. You have all options to create personalized ads. Targeting options are also available. You can upload images and videos too. Write the best Headlines, describe the Description and use the high quality and easy to understand images then see how it will work for you.
Learn how to create Responsive Display Ads: Step By Step Guide To Create Google Display Ads
b. Smart Display Campaign
If you were running a Search Campaign or had previously run a Search Campaign, then you get an option to use Smart Display Campaign. It is easy to set-up as it is like standard display campaign. But you do not get options for Targeting. As it is a Smart Campaign, it will automatically optimize your targeting for conversions.
c. Gmail Campaign
Probably everybody might be having Gmail account and also using it well. The small ads that you are seeing above all mails are known as Gmail Ads. They are created using Gmail Campaigns.
As you can see in the above image, Gmail Ads seems like this. Creating Gmail Campaign is similar to standard display campaign. The only difference is in their appearance of the place. You get all targeting and bidding options here. Upon clicking on Ads, image or gif or videos appears on that page and customers get to know what you offer.
6. Many Different Google Display Ad Sizes
Basically in Google Display Network, the default ad type is Responsive Display Ads. They automatically adjust their size, appearance, and format to fit just about any available ad space. Write creative headlines, descriptions and upload different images, logos and let Google show best of your ad.
a. Common Mobile Ad Sizes:
- 250×250 – Square
- 200×200 – Small Square
Below are some real examples of Google Display Ads for mobile platform.
b. Common Computer Ad Sizes:
- 336 x 280 – Large Rectangle
- 728 x 90 – Leaderboard
- 300 x 600 – Half-Page Ad
- 160 x 600 – Wide Skyscraper
- 970 x 90 – Large Leaderboard
- 468 x 60 – Banner
- 250 x 250 – Square
- 200 x 200 – Small Square
Below are some real examples of Google Display Ads for computer platform.
7. Ability To Add Videos
Unlike other search campaigns, in Responsive Display Campaign you can add videos too. While adding quality images and logos, you get an option to add videos also.
Adding Videos can make your ads more effective. As Google Display Network consists of YouTube and many other sites, videos can attract more customers. Video advertising has also become an essential part of industry. This gives you great benefits and can increase click-through rates.
8. Measurable Performance
Google Display Advertising gives you another benefit to receive detailed reports of your Ads. You can track the number of clicks for your ads, cost per click, average cost per click, impressions of your ads, number of conversions and many more details related to your campaign.
Measuring your results provides ability to check which ads are performing well and where are you receiving traffic from. In short you can measure the success of your Google Display Campaign and take decision on how to improve your ads.
The Bottom Line
Google Display Advertising is the best way to get in touch with new and probable customers. You not only have access to millions of places on display network to show your ads but you have many options to modify and create effective display ads and show them to the right people at the right place and right time.
Above all, Google Display Ads are cheaper than Google Search Ads so no need to worry with small budget. Besides that, display ads helps you to achieve your target. If you are in a startup business or well established business, to maintain your online presence Google Display Advertising is a great option and benefits you a lot.