Google Ads: Why you should try Display Ads and how to make it work with Becky Hopkin (episode 046)

by April Buencamino-dy

Becky is the Owner & Managing Director of Digital Gearbox, a specialist pay-per-click agency originally founded and set up by none other than me! So yes, I know just how brilliant Becky is at Google Ads. Becky’s been in digital marketing and eCommerce for over a decade and has spent the last 8 of those years helping businesses make the most of the latest Google Ads technique.

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About Becky

Prior to getting into Google Ads, Becky was doing email marketing. She joined Chloe at Digital Gearbox to broaden her digital marketing knowledge, and through experience, keeps up to date on all things Google.

Display Network and Remarketing Tactics over the years

Previously, agencies would discourage businesses from using Display Network or turn it off completely to improve their performance. This was because, by default, Google would bundle the Search and Display networks that made it look like Display was bringing down performance.

Today, there’s still an option to manage these 2 as a single campaign, but it is no longer a default setting.

A lot of people now use Display Network for remarketing campaigns and getting people back to buy, but it can also be explored as a tool to get someone’s attention early in the buying cycle.

Target audiences for Display Network

Aside from remarketing audiences, Display can now target new groups:

  1. Affinity audiences – those which Google has defined such as thrill-seekers, foodies, etc.
  2. In-market audiences – consumers who actively research and consider buying products and services
  3. Custom audiences – make your own audiences based on keywords, apps and other criteria you define

Where do Display Ads appear?

Becky shares that the Display Network covers over 2 million websites, allowing you to reach more than 90% of people on the Internet. 

Because it’s not confined to a specific or preferred social channel, Display Network’s key benefit is its reach.

What do Display ads look like?

There are 2 different ad formats:

  1. Image banners 
    • banner ads that are either static or HTML5 ads
  2. Responsive display ads
    • lets you upload different assets into the Google Ads Campaign Manager such as various images, headlines and descriptions
    • is easier to set-up and usually outperforms image ads

Top tips after covering the basics of the Display Network 

Becky suggests 2 things:

  1. Test different audiences 
  2. Use Customer Match, where you can upload your email list and target that audience as well

She reiterates that businesses should give Display a try because it’s a cost-effective way to reach more people and drive traffic to your website.

More benefits for the user

When set up the right way, Display Ads can give businesses a nice return on investment. 

Measure data effectively by comparing  attribution models and looking at how display advertising is contributing to your over-all sales.

What are Discovery Ads?

Google Discovery Ads, sister of Display Ads, allow you to share your brand story with people across Google’s feeds when they’re open to discovering new products and services.

Available in carousel format, advertisers can use multiple images in Discovery Ads which is potentially more visually engaging to audiences.

Insider Tips

If we’ve inspired someone to take their first step with Google Ads – what do they need to know to give themselves the best chance of success?

Becky says the number one thing is to know what your goal is and to make sure that you’ve got your account set up to measure if you’re hitting that goal.

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve google ads performance?

  1. For search and shopping ads, looking at your search terms regularly is an absolute must.
  2. For the Display Network, looking at what placements your ads are appearing on needs to be done.

Review the performance of search terms and placements against your targets and make the necessary adjustments off of the data you get.

If someone listening wants to learn more about Google Ads is there one cheap/free resource you’d recommend?

Becky mentions 3 resources:

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in Google Ads?

Prepare to say goodbye to third party cookies next year. Google is working on some kind of sandbox to overcome cookie issues but there is still very little information about this as of now.

In the meantime, try different audiences in Display Ads and watch out for more information from Google.

Interview Links

Becky on Social media:

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