Marketing Objectives in Display Network Ads in Google Adwords
Marketing Objectives in Display Network Ads
In 2015, Adwords released new features in order to create display campaigns which are known as marketing objectives. These objectives are goals of a business when it tries to promote its products or services to potential buyers. It has to be achieved within a given time frame. Marketing objectives are the steps which are adapted to a business to enhance their brand’s significance. They also help in boosting the impact of their products or services. Some of the major objectives in Display Network ads are mentioned below: –
The main aim behind this objective is to increase the frequency with which people view your ads. Your brand may not be very famous now. But using the Building Awareness objective, you can promote your brand across the internet and make people acquainted with it. Such a campaign focuses on impressions over clicks.
- See your ad – Assume that you have a new business and you have created a great product recently. Since no one has seen or heard about the product before, your main goal will be to make people view your ads and know more about it.
There are two major tactics involved in this marketing objective: –
- Engage with your content
- Visit your website
As an advertiser, you should have the ability to select the tactics which you want to execute as a part of your promotional strategy. This objective takes into account in-market audience targeting and engagement ads. In-market audiences are buyers who spend a considerable amount of time in research or product comparison across Google Display Network.
The Drive Action objective makes uses of remarketing and conversion optimizer bidding for urging potential customers to buy your product. Remarketing is a way to make your ads visible to people who have already visited your website. Consider that you have a customer who has just filled up a contact form or downloaded a whitepaper. Using this objective, it will be possible for you to keep sending ads to that person so that he or she has a high recall related to your business.
This objective works best if you are looking for customers who are close to making an ultimate buying decision. In case you are trying to convert a sale or are make a sale possible with a customer who is willing to act, the Drive Action objective can help you maintain your business’s influence and generate greater engagement. Some of the main goals of this objective are mentioned below: –
- Buy on your website (includes remarketing)
- Take an action on your website (for example, fill out a form)
- Call your business
- Visit your business
- Install your mobile app
- Engage with your mobile app
Google Adwords is coming up with new features to enhance a buyer’s ability to manage their advertising strategy. But as of now, these marketing objectives will play a major role in the shaping of a promotional strategy of any kind of business. They are therefore here to stay.