Do you want to know how to get better display ad results through Google Ads?
The question is rhetorical, everyone does! The key lies with understanding marketing funnels – attracting high commercial intent users for the best return on ad spend (ROAS).
We’ve got 5 tips on getting better display ad results here at Endpoint Digital.
Contents
1. Ensure your website is fully optimised for mobile phone usage
More than 90% of users across the world have mobile access to the internet and it’s incredibly likely they’re using their mobile phone to reach your website.
Not only is mobile an important factor when optimising your website, but it’s actually beginning to beat out desktop users. Over 58% of site visits in 2018 came by mobile, and this number is only going to increase.
We recommend having a website that fits devices of all shapes and sizes. If you are concerned about whether or not your site is mobile-friendly, you can have a web developer check it out or better yet, use free tools like this Google tool to gauge the results. Remember, if people can easily access your site anywhere with simple navigation, this will inevitably lead to more conversions!
For the Google Display Network side of things, they’ve included a way to make your display ads responsive. These ads can be created within the AdWords interface by choosing the Ad+ button; you will then see the ‘Responsive Ads’ option. By default, the ads are set to adjust their size, appearance and format to fit any available ad space so this is not a major concern, it is just something to keep in mind and adjust accordingly. There are also an array of various sizes and shapes you can choose for your ad – the options are open.
2. Include a strong CTA (Call to action)
Would you like more people to buy something on your site? Download any e-books you’ve made or sign up to your mailing list?
The power of persuasion is strong, especially within the digital marketing would. It makes sense to add a strong call to action to the display ads you produce. You want people to take action on your ad. After all, they’ve now seen it, why not give them a little boost? You want to make your CTA concise but clear.
Use enticing language such as ‘Sign up now, it’s free!’ or offer some sort of discount to persuade them. Your job is to tell them what you want them to do and give them the motivation to do so. You’ll see these CTA’s littered all over the internet as every sort of business, big or small, understands their effectiveness.
This is an effective example of a CTA.
It is simple, vibrant and tells you exactly what is being offered.
It is telling you to view their plans as they’re offering Spotify Premium for 3 months; an incentive and a demand is listed here.
3. Retarget users who have visited your site but not made a conversion
Retargeting is essentially an ‘umbrella’ term – this means that there are many different parts or elements to the word. We’ll follow this up in a later blog post, stay tuned.
Have you ever been to a website, looked at their products and decided you weren’t ready to buy? Happens to all of us.
Have you also noticed that sometimes you see an ad on another site for a product you were looking at? Chances are very high that this has happened to you – and it’s for a reason.
Marketers deliberately show you these ads in the hope that you return to their website and convert, usually with the preference that you purchase a product of theirs.
For example, 26% of customers will return to a site through retargeting.
This may not seem like a high statistic, but numbers are not always a measure of success; if you are able to get customers to convert (buy products) you will increase your profit regardless.
You can further increase the likelihood of them revisiting your website by using a CTA as mentioned in an earlier point, such as a discount or free trial.
You can begin a retargeting campaign through your Google Ads account under the Campaigns section. It will allow you to select:
a) The name of the campaign
b) The location and the language settings you want to use
c) Bid strategy and budget
There are also a number of other helpful options, be sure to double check these or better yet, have a reputable SEO company like ourselves help you out! Get started here
4. Focus your efforts on potential customers, not everyone
Not everyone is going to be interested in what you’re selling, so it makes sense to focus on those who might possibly be; whether they’re undecided or searching a competitor’s website for a better price.
Work smarter, not harder in this case. Don’t simply retarget everybody who visited your site in the last 30-90 days who didn’t buy anything, this will prove to be an ultimate waste of time as you’re reaching out to too large of an audience – most of which probably were not fully interested in what you were offering.
If a person came to your site and only read one or two pages then left as opposed to someone who read multiple pages and signed up to your e-mailing list, who is the better option to target here? The answer is clear.
Focus on re-targeting users who clicked a specific URL or section of your website – tailor your ad specifically to the problem they’re aiming to solve. This ensures you’re investing your effort into the right audience – hitting the right people will give you better display ad results.
You can do all of this through your Google Ads account and they give you the option to target devices, and setup a specific audience you intend to reach out to.
5. Consistency is key
The title speaks for itself.
You want to make sure every step of the way through a customer’s journey into buying your products is consistent. It builds brand recognition, brand awareness and trust.
This also applies to creating and displaying your ads – make sure they are consistent with the theme of your website. Make sure that it is vibrant and pops out on the page to draw their attention. You’ll want them to look at the ad and be like ‘Oh, I’ve seen this before!’ and for any new audiences, you’ll want something that really stands out on their screen.
Use the same image in your ad as you would for your product.This is fairly obvious advice, but it can be definitely overlooked in favour of crazy, over the top, information overloaded ads. Keep it simple!
If you have a company logo, include it somewhere. Something that is instantly recognisable is associated with some level of trust. Think of Adidas or Nike for example, these are logos recognised world wide. Why? Because they have established a level of trust with their customers over time which has lead to their ever-growing expansion.
Remember, whether you’re retargeting or trying to find a new audience who might be interested in your product through Google Ads and the Display Network, ensure your site is mobile friendly and your ads are persuasive and motivating – nailing all the points in this article will ensure you’re doing things the way they should be done.
This will ensure you get better display ad results.
Endpoint Digital are a Melbourne based SEO company ready to assist with any display marketing needs you might have – get in touch now.
