The Power of Google Display Ads for Local Brand Awareness

by | Feb 27, 2024

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There is fierce competition among local businesses for an audience in the digital world.

You may wonder how to raise your brand’s awareness and conversion rates under such a scenario because solely relying on organic methods can take a long time to yield significant results.

This is where Google Display Ads works wonders. Through them, you can craft visually stunning ads to differentiate yourself from others, attract customers, and establish trust and credibility with them.

Read our post to know how Google Display Ads empower you to effectively target your audience and push your company into the spotlight through the extensive Google Display Network.

What are Google Display Ads?

They are online advertisements(text, images, video, banners, etc.) that you see on various websites, Google-owned properties(YouTube and Gmail), and apps that are a part of the Google Display Network, which spans over 90% of the internet.

display-ad-on-the-guardian

The image above shows a display ad on The Guardian, a news outlet.

Google Display Ad campaigns are very flexible. You have complete control over each aspect(ad design, budget, targeted reach, etc.).

You can create a campaign specifically for brand awareness and reach, enabling you to target a wider audience and improve your brand engagement.

choose-your-campaigns-objective

You can choose your campaign’s objective once you click the new campaign button on the overview page of your Google Ads account.

To make your message impactful, you must follow the best practices for creating your display ads campaign.

Using Responsive display ads, you can upload your media assets (images, videos, text, etc.) to allow  Google AI to generate ad combinations for your campaigns. As a result, you can focus more on performance and less on ad portfolios in ad groups and campaigns.

It is important to note that your campaigns shouldn’t just be about increasing sales, but also about generating interest and awareness around your product or services among people.

How do Google Display ads help in building brand awareness?

Now that you know what display ads are, you must make them reach your target audience and make your brand captivating using creative ad copies.  Here are the steps that will help you achieve that:

1. Targeted Reach:

The first step is to identify your target audience. Your campaign won’t work if you don’t study your target audience because you won’t know who your ads are for.

Google Display Network (GDN) allows you to reach your audience through Interest-based Targeting,  Placement Targeting, and Contextual Targeting.

⇒ Interest-based targeting:

Use Google Analytics’ Affinity and In-Market audiences features to target potential customers who have shown interest in your products or similar websites/apps. Select the Overview tab in the Interests section of your audience report to gain insights.

audience-affinity

Audience Affinity

Here, you can see the audience segmented into Technophiles, social media enthusiasts, mobile enthusiasts, and business professionals based on affinity.  For example, you can show a mobile-related display ad to the mobile enthusiasts segment and so on for other segments.

The Google Display Network (GDN) generates In-Marketing audience data based on users’ online behavior to find customers who are researching products and services and planning to buy products very similar to yours. 

in-market-audience

In-market audience

The image above shows a campaign that targets users who are mostly researching and possibly planning to buy products or services related to business and web services.

⇒ Placement Targeting:

This optional feature allows you to choose the websites and apps within the GDN to place your ads. Selecting frequently visited sites specific to your topic ensures your ads’ maximum reach.

For example, If you sell dietary supplements, your ad can be displayed on hotels and gym sites because people visiting these sites are likely to buy your products.

⇒ Contextual Targeting:

Google uses your provided keywords, language and location targeting, a user’s online behavior or topics specified in the context box, and other parameters to display your ads on the most thematically relevant site.

⇒ Demographic Targeting:

This approach involves reaching users based on characteristics like age, gender, household income, etc. For example, a grooming products company would target the grooming affinity group of the male demographic in the age bracket 18-55.

2. Visual engagement:

Google Display Ads allow you to not only persuade potential customers to buy from you but also fascinate them in the process through engaging visuals.

Unlike search ads, which are mainly text-based, you can incorporate creativity in your display ads using rich media formats like interactive elements, images, videos, and animation.

Visuals allow you to showcase your brand’s values, story, and personality. You can use them to convey your message in a way that resonates with your target audience, fostering strong emotional connections over time.

3. Retargeting:

Your display ads may be great, but that doesn’t always translate into increased brand awareness and conversion rates. This is because they may want to research more brands before purchasing.

Retargeting puts you at the forefront of the minds of users who have previously interacted with your brand(watching your videos, visiting your website, using your app, etc.), providing you a chance to attract customers and drive conversion(buying, booking demo, newsletter subscription, etc.).

When people see your ads more, they become more familiar with your brand, which increases your brand’s awareness. Retargeting is much cheaper than starting a new campaign because you’re already reaching users somewhat familiar with your brand.

4. Captivate your audience throughout their buying journey:

Through display ads, you can entice the audience from the very beginning, when they’re searching for information about products or services that solve their problem(awareness stage).

Make your brand stand out during their consideration and decision stages when they have some questions about their narrowed-down solution(your product or service) after evaluating the available solutions to their problem.

5. Track and analyze your brand’s awareness:

You won’t know what makes a good ad campaign if you don’t assess your brand’s awareness. There isn’t any direct way of measuring the same. Some key metrics indirectly help you measure your brand’s awareness status, such as:

→ Impressions:

It tells you how many views your ad received. Make impressions your top priority to ensure your brand’s message gets the maximum reach, particularly in cost-per-thousand-impressions (CPM) campaigns.

→ Conversions:

Conversions can help you check if your ads’ viewers are taking actions desirable/beneficial to your brand—for example, website visits, newsletter subscriptions, content downloads, etc.

Clickthrough rate(CTR) isn’t a helpful metric for display networks since users browse content on your site and not search by keywords. Hence, you should focus on improving your CTR on the search network rather than on the display network.

→ Reach and frequency:

Reach and frequency tell you the number of users exposed to your ads and how frequently they did so over a period of time.

Carefully monitoring and analyzing all the above metrics will give you insights into your brand’s awareness and if any changes are required to convey your brand’s message better.

Conclusion

You must use Google Ads to stay competitive in the technology-dominated world, where almost all local businesses want them to get noticed more than others.

Brand awareness is the primary factor influencing whether your customers buy from you or not. If they don’t know your business exists, you won’t have any sales at all.

The Google Display Network is a good platform for you to make an impression on people, and ensure that your local business comes to mind first when they’re considering a product or service in your niche.

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