Ilana Wechsler gave a highly informative presentation on Google Display Ads while at Social Media Marketing World. This was one of the topics I wanted to learn more about. I am feeling pretty good about what I learned. She pointed out why we need to consider Google Display Ads and how to use the types of ads in a remarketing campaign.
Check out Wechsler’s Podcast at Talking Web Marketing
Wechsler began by discussing how much information Google knows about internet users. Ninety percent of individuals are internet users. Google is actively collecting information about what people watch and what they are searching for. Google uses this information in addition to information from its platforms to help connect the dots. These platforms include Chrome, Gmail, YouTube, Google Search, and other Google Apps.
Device Journey
One of the concepts that Wechsler put forth was that of a device journey. We tend to use different devices during different parts of the day. For example, when we wake up and commute to work, we may be using our phone. During work and lunch, we may be using our desktop computer. During the evening, we may be using our iPad or tablet. The question is how to get in front of the right audience at the right time with the right advertisement on the right device.
Why Google Display Ads?
She shared the reasons for considering Google Display Ads.
- Can be cheaper
- Can touch 90% of internet users over 2 million sites.
- It is a pay per click platform.
- One can leverage success from social to Google
- Diversifying ad platforms
- Can optimize for customers across platforms.
Using Google Display Ads
The targeting for Google Display Ads is less about the content and more about the individual. It is based on what Google knows about the individual and their wants and needs.
To be successful, you must put the right message in front of the right person at the right time. Getting the message in front of the right person at the right time is targeting. The creative (image/video) is focused on the right message. Fortunately, you can use what you have successfully learned with Facebook advertising with Google Display Ads.
When targeting, you are focused on where they are (keyword, topic, placement) and who they are (in-market, affinity, custom intent, custom affinity).
Remarketing
Wechsler spent a lot of time talking about remarketing and getting ads in front of the right audiences.
To be successfully remarketing Google Display Ads, you must be running the Google Remarketing Pixel on your site. The best way to ad the pixel is with the Google Tag Manager (GTM). With GTM running, it is really easy to do.
Start Remarketing
Start retargeting visitors to your site. Wechsler noted that if you have a problem selling, then the problem is with your offer. Over the course of the conference, this won’t be the last time I hear this.
She shared that she shows one ad to visitors who have been to the site in 1-7 days, a different ad for 14-21 day visitors, and still a different ad for 21-30 day visitors.
One of the benefits of running Google Display Ads is that you can see which sites are getting attention. You can then craft ads around what you have learned about where your audience goes.
Direct Placement
Once you know where your potential audience goes, you can be more direct in your advertising and use placement ads. This will earn you a lot of “free” branding. You can also identify which social media sites to target.
In Market Audiences
In Market audiences focus on short term consumer behavior. They are people who are actively searching. Through Google Ads, you can see audience demographics and interests.
You are looking for a sweet spot with keywords and in market audience indicators. Fortunately, you can mix and match to find the best audiences.
Creative
When creating a Google Display ad, you have to rely on the image. You are conducting interruption marketing so the image must be compelling.
Responsive Display Ads
Wechsler also talked about responsive display ads. These ads auto-adjust in size and contain text and imagery. She recommends developing the following when putting together responsive display ads:
- 5 different headlines
- 5 different descriptions
- 15 images
- 5 logos
She stressed that everything must stand on its own. Along the way, you will want to split test to determine the winners and losers. Create separate campaigns and separate ad groups.
Key Takeaways
Start your Google Display Ad campaign with retargeting traffic already going to your website.
Conduct thorough split testing to see what is working or not.
Begin with a small budget and use manual bidding.
Do not set and forget, you need to keep an eye on what is happening and make adjustments along the way.
