Want better brand awareness?
Get visibility with Google Display Ads.
What are Google Display Ads?
These are the ads that pop up on the side of websites, or in blog articles. They’re designed to be eye-catching, and usually feature an image, gif, or video about your business. They can show on any webpage or app in the Google Display Network (the collection of websites and apps which are owned by Google). This network is massive; around 90% of internet users are on it.
When talking about Google Display Ads, it’s important to address the elephant in the room — conversions.
Google Display Ads simply don’t generate as many clicks or conversions as Google Search Ads. It makes sense when you think about it — while Google Search Ads show at times when potential customers are actively seeking out your services, Google Display ads can show up anywhere, anytime. Your audience for Google Display Ads is naturally going to be less likely to be motivated to convert. However, studies suggest that while people might not click on or convert from the Display Ads themselves, customers are far more likely to search for the business after seeing their Display Ad. This is because when customers are exposed to a brand, they're more likely to trust it and to purchase from it. This means that businesses end up getting conversions from Display Ads through their website, rather than directly from the ads themselves.
Why use Google Display Ads?
Google Display Ads have a range of different benefits which makes them a great addition to Google Search Ads.
Firstly, they’re great for brand awareness. Picture this — a potential customer is scrolling through an unrelated blog post, and they glance at your Google Display Ad. Even though they’re not looking for your services right now, the simple exposure to your brand plants a seed in their mind. The more customers are exposure to your brand, they more likely they are to view it as trustworthy and legitimate, and to remember it.
Because of this brand awareness, Google Display Ads are great to use in tandem with Google Search Ads. When customers eventually search for the services you offer, if they see one of your Google Search Ads they’ll recognise your name and be more likely to click.
Another great benefit to Google Display Ads is that they’re comparatively cheap. They tend to have a lower cost-per-click than Google Search Ads, while also showing to a much wider audience.
More benefits of Google Display Ads.
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Market positioning
Google Display Ads can create immense brand visibility (remember, 90% of Internet users are on the Google Display Network!), and you can use this to create a distinctive identity for your brand. You can use eye-catching images to give audiences a sense of the unique aspects of your brand, which helps you stand out from competitors.
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Brand awareness
It’s long been proven that when customers have a higher level of familiarity with a brand, they’re more likely to purchase from it. Google Display Ads reach a massive audience, making them great for brand visibility and awareness.
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Cost-effective
In terms of cost-per-impression, Google Display Ads are extremely cost-effective. They reach a vast audience with a shoestring budget, making them perfect for mass brand awareness.
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You’re in control
While Google Display Ads can show to a broad audience, you get to choose which demographics and websites you want your ads to show up for (and which ones you don’t). You can tailor your audience based on age, gender, interests, location, and more. This is especially useful if you have a good understanding of your target audience and which types of websites they visit. If you’re not sure who your target audience is, you can easily broaden the target audience to capture all possible impressions and then narrow it down later.
Are there downsides?
Every PPC method has downsides, and it’s important to weigh the benefits against the risks for every marketing campaign you choose. As we’ve discussed, Google Display Ads tend to have lower click-through-rates and conversions when compared to Google Search Ads.
While these ads show to a broader audience, this audience is likely not as relevant to your brand as the audience generated by Google Search Ads. Since Google Display Ads can show anywhere on the Google Display Network, they might be showing up to people who aren’t interested in your services.
However, there are targeting options that help mitigate this. Ads can target audiences based on the topics and interests, which can be extremely helpful if you know your target audience. Additionally, Google Display Ads can be used in remarketing campaigns to capture missed sales and create repeat business.
The final downside to Google Display Ads is that they are susceptible to ad blocking software. Statistics from 2016 suggest that 27% of Australian internet users have a form of ad blocking software, and this has likely grown since then. This means that your display ads won’t be showing to everyone they could be — and Google still counts impressions even when ads are blocked.
Thankfully, Google has taken steps to reduce the impact ad blockers have on Google Display Ads. These ads are no longer charged by impression, but are charged by click. This means that you won’t be financially impacted by ad blockers.
Why Helium?
Google Display Ads are an excellent addition to almost any marketing campaign. At Helium, we have an in-house design team with years of experience creating striking graphics for these ads, at no extra cost to you.
Make your brand visible with Google Display Ads. Check out our advertising services to see how Helium can help your business.
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