Display Network Ads in Google Adwords
Google AdWords has been bifurcated into two networks – Search Network and Display Network. While advertising on the Display Network, businesses position display ads across a vast network of sites across the site. Display ads are a type of banner ads which you can view on advertising-supported sites everywhere. The major marketing objectives of display ads are mentioned below: –
1. Building Awareness
You should make use of this marketing adjective while starting a new product or business. It is usually used when you expand your business in a new area and introduce people to what you are offering. It comes with features which will enable you to reach out to a broad consumer audience. You can also boost your exposure through affinity audience targeting, demographic targeting and viewable CPM bidding.
To select any marketing objective, you will need to first sign in to your AdWords account. Once you have done that, you will need to click the +Campaign button on Campaigns tab. From the drop-down menu, you will have to select Display Network only.
You will then be taken to ‘’Select campaign settings’’ page to give your campaign a name. Then choose the campaign subtype Marketing objectives. Select a marketing objective and opt for one or more sub-options. You will across features which are specific to the selected marketing objective.
The way you are going to set your campaign is going to change. Rather than seeing all features, you will come across features which are designed for your marketing objective. Some areas such as feature availability, reporting, performance and control, however, are not going to change. The marketing objectives are mentioned below for your reference:-
2. Influence Consideration
This marketing objective deals with selling of a product which makes it essential to enlighten the customer. This involves selling a product which you want to present as different from what others offer. The marketing objective’s aim is to encourage the customer to find out more about what you are offering. It comes with features which enable researching customers to come across potential product options such as engagement ads and in-market audience targeting.
To remarket any marketing objective, you will have to select your campaign settings. Once you have done that, select the option of Interest & Remarketing to create your first ad group. Then, click on the drop-down menu of Select category and select the Remarketing lists. You can also check the box which is next to ‘’Use dynamic remarketing ads’’.
3. Drive Action
With the help of this marketing objective, you will be able to track customers who are very close to taking the buying decision. Some of them, for instance, may have completed a contact form or downloaded a whitepaper. It involves the selling of an established service or product. The marketing objective’s main goal is to close the sale or convert those customers who are willing to take a decision. These features start off with the conversion or purchasing process such as remarketing and Conversion Optimizer bidding.
No Marketing Objectives
Growth loyalty is the last of the marketing objectives. It deals with past customers or subscribers who want to try more of your products or services. But this feature is optional. You can continue using the ‘All Features’’ settings by verifying the ‘’ No marketing objective’’ option and proceed with the campaign creation process as you have done before.