Google Display Network / Banner Ads

79% of time is spent online outside of Search with 90% of global users being reachable via the Google Display Network. The revolution in the Google Display Network in the past 12 months has been Google’s ability to use its Search data to drive Display targeting – blurring the lines between Search and Display. This has manifested in the two best new targeting features of late: Display Select Keywords (Audience Targeting) and In-Market Audiences. The marrying of Google website data with Google’s login data combined with the ongoing attack from Facebook for Display ad spend, means Display Network is far from dead and will have many more surprises up its sleeve in the years to come. Because of continued innovation, Google Display Network can now be used to target the ‘Full Marketing Funnel’ as well – from Unawareness, through to decision, through to retention and loyalty.

Who

A, I, C, D

What

  • Responsive Text Ads
  • Image/Banner Ads
  • Hover to Play Video/YouTube Ads
  • Lightbox Engagement Ads
  • Gmail Ads

How

 

  • Private Betas, A-I-C-D-R: [As a Premier Google Partner, we work with Google to test potential new Beta features for Display with our clients privately before they are available to the public at large. As part of our Non-Disclosure contract with Google, we are not permitted to disclose current Betas we are testing, however prior private Display Betas that our clients have enjoyed access to before they became publicly available have included: Display Select Keywords (DSK) and Gmail Ads. ]

 

  • Keyword Contextual, U-A-I-C: [Your ads will be seen when people are on Display Network sites with content related to keywords you specify. Why use? Typically lowest buying Decision intention here, top of funnel audiences, lowest ROI targeting is here. Often used to target consumers who may be interested in your niche and also for roadblocking competitors who may also be targeting the same consumer.]

 

  • Keyword Audience (formerly DSK), I-C-D: [Your ads will follow people no matter where they are on the Display Network after they have searched for keywords you specify. Why use? Blurring the lines between Search & Display, targeting here is typically high buying Decision intent here, very close to the bottom of funnel and high ROI (for Display).]

 

  • Custom Affinity Audience, A-I-C: [Your ads will follow people no matter where they are on the Display Network if Google considers them to have an affinity with websites you specify. Why use? Rather than accept pre-defined audiences that may be too broad for your offering, we can create highly targeted, custom audiences that have an affinity with specific websites we know to be more aligned with our brand. Good as a more targeted Display Awareness play, low ROI, low buying intent.]

 

  • In-Market Audience, I-C-D: [Your ads will follow people no matter where they are on the Display Network if their recent web browsing behaviour signals to Google they are now ‘in the market’ to purchase in pre-defined product/service categories. Why use? This targeting is exceptionally useful where your offering is aligned with the pre-defined In-Market Audiences. Good as a more targeted Display Awareness play, medium ROI, medium buying intent.]

 

  • Affinity Audience, A-I: [Your ads will follow people no matter where they are on the Display Network if Google considers them to be part of pre-defined affinity audiences. Why use? This targeting is useful for TV-like advertising to reach relatively broad market segments. Good for semi-targeted Display Awareness, low ROI, almost zero buying intent.]

 

  • Remarketing, C-D-R: [Your ads will follow people no matter where they are on the Display Network after they have visited your website. Why use? Here we can segment users who have been to your website depending on the actions they have/have not taken. Each segment can then be remarketed to on the Display Network with an appropriate Call to Action eg. Encourage non-converters to convert, or cross-sell existing customers to new products. We can also use Remarketing to exclude waste from our Display Advertising by excluding certain audiences from certain campaigns eg. excluding existing customers from prospecting campaigns.]

 

  • Similar Audiences, A-I: [Your ads will follow people no matter where they are on the Display Network if their website behaviour matches that of an audience you specify. Why use? This targeting is used to find more people who are similar to an audience you already target. The most common use is to use this targeting to find others who look like your best ‘converters’ – the quality of Similar Audiences depends on the input Audience you provide. These audiences are potentially crossing over into Awareness and so need to be ‘warmed up’ to your Brand via a Micro-Conversion. Low ROI, low buying intent.]

 

  • Managed Placements, A-I: [Your ads will appear on websites you define that are part of the Display Network. Why use? This targeting is used when there are high volume, high relevance websites you know that would be frequented by potential customers. Low ROI, low buying intent.]

 

  • Gmail, A-I-C: [Your ads will appear on only inside Gmail to people whose emails related to keywords that you define. Why use? This targeting can be used multiple ways but essentially allows you to get your message in a target consumer’s inbox. Typically low ROI, low buying intent.]

 

  • Customer Match, C-D: [Your ads will be seen by an audience of email subscribers you define on Gmail. Why use? Typically useful for either feeding winners by Cross-sells/Upsells to existing customers or for starving losers by excluding existing customers from current campaigns (eg. Prospecting). Also useful for combining with Similar Audiences to target new people on Gmail who share similar characteristics with the list of people you provide.]