Welcome back to JumpSIX Marketing’s three part blog series on display advertising on the Google Display Network. Part one dealt with some of the basics, and you might have come across a few terms in that entry that seemed confusing. Let’s go over some of the most common terms that crop up using the Display Network and simplify them.
Make an Impression
“Impressions” is one of the most common words that you’ll hear when you’re looking into display advertising. “Impressions” is a fancy word for how many times your ad has shown on a site that’s part of the Google Display Network. Impressions come at no cost to you, so if you’re focus is on branding or visibility, this is really the metric that matters.
Focusing on impressions is a cost-effective way to get your name, product or service out there. More impressions means more people seeing your ads, and you – thanks to the network being PPC (pay per click) – only pay when someone clicks one.
Be Particular About Placements
Placements, or targeted URLs, are an important factor in your impressions. While it’s great to get a lot of impressions, it’s even better if the people seeing your ad are actually interested in what you offer. While the Google Display Network will do its own thing in terms of finding placements, placing your ads according to your targeting, you can designate a number of specific targeted websites where you want your ad to be seen.
For example, if you offer PC repair you want your ad to be showing on sites orientated towards PC repairs and support – but also some that are related, rather than exactly on the same topic. Maybe pick some sites that just sell or review PC games? The drawback here is that deciding which placements suit your ad can lead you down an endless rabbit hole of options, which is why it can be beneficial to use a Google Partner agency like JumpSIX.
Make Some Exclusions
Much as you want to spread your ad far and wide, there are some places you don’t want it to show. Inappropriate or adult-orientated sites probably aren’t the best places to advertise. So, Google lets you exclude them and other categories from your advertising campaign. You can pick as many or as few exclusions as you want, based on whether potential placements would be irrelevant or inappropriate for you.
Much like picking your placements, however, this is another element of display advertising that can eat up your time and effort, since there is a potentially endless list of places where you wouldn’t want your ad to show. It can get especially complicated when you factor in that you can also exclude keywords and interest areas, and you need to get the balance right before you run the risk of limiting your audience.
Display Advertising Can be Complicated
Once you start using the Google Display Network to advertise, you’ll realize that in order to get the right impressions from the right users for the right cost is pretty complicated. It requires a delicate balance of watching different metrics closely, strategic planning and optimizations aimed at achieving your goals.
You also need to have patience. Unlike search advertising, display advertising may take time to show results, and if you make too many changes too quickly, it might take several days for the repercussions to take full effect, and even several more days to fix.
JumpSIX Marketing has a dedicated team of AdWords engineers whose responsibility it is to save you the time of crafting, optimizing and managing Google Display Network campaigns, allowing you the time to run your business and serve your new customers. If you’re interested in expanding your audience online, but don’t have the extensive time to invest in display advertising, JumpSIX Marketing today.
Join us for part three where we’ll break down some of the pro’s and con’s of the Google Display Network.