With the Display Network, we are creating a disruptive experience. When users are on websites part of Google’s Display Network, such as ESPN or The New York Times, they are on those websites to get scores or read the news. They are not on those sites to see your advertisements. So when you are creating your new Search Network campaigns, do not be fooled by the default settings Google puts in front of you.
Awareness campaigns need to be carefully planned out and will require running for a longer period of time in order to be effective. If you want to start a brand focused campaign, money shouldn’t be a problem. You need to make sure that you can afford to spend a lot of money on a campaign that won’t have any direct and immediate results on your sales.
While these best practices are a great place to start, it’s important to note that what works for most ads may not work for you. There will always be variation based on industry, service, audience, channel, and more. To optimize your ads, test out different messaging and visual elements. This will allow you to pinpoint what’s working and what’s not for your specific audience and channel.
Channels aren’t Created Equally — Digital advertising channels are not created equally. Each channel has its own strengths and weaknesses that advertisers should acknowledge when adopting a cross-channel mindset. For example, search advertising tends to perform better for direct response, while video ads have more of an effect on brand perception. Knowing where each channel excels will help best optimize cross-channel campaign performance.
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For most brands, a combination of promotional networks is needed. Try experimenting with multiple ad venues to see which ones produce the best results for you. Test similarly targeted ads on each, or try targeting different audience segments on different networks. By continually observing your results and making adjustments to your strategy, you can get the best out of each network and bring the most people to your brand. Don’t have time to continually monitor all your social media efforts? Hire an expert in social media management. Schedule a time to chat with us today, and we will make sure your business is taken care of.
As each social network is unique in its design and functionality, formats vary from platform to platform. One common strategy that is used on multiple platforms is the concept of a promoted post that appear in the platform’s content feed. Businesses pay the social network for these ads in order to extend the reach of their post. Digital marketing agency Flightpath created this convenient infographic cheat sheet displaying the ad formats for Facebook, Twitter, Google+, LinkedIn, and Instagram. Other popular social media sites with advertising solutions include Pinterest, Tumblr, and Foursquare.
Because that’s not the most fun activity, Google introduced responsive display ads a couple years ago. In fact, as of the summer of 2018, the responsive ad type is the default for display advertisers. The process couldn’t be much easier. Simply upload your business’ name and logo along with some visual assets (images and videos) and some basic ad copy. From there, Google Ads will test different combinations of visuals and copy to determine which versions of your ad perform well. Best of all, responsive display ads automatically adjust in size to meet the requirements of specific web pages.
I am the biggest sucker for discounts. A few years ago, a blue satin dress at TJ Maxx caught my eye. I didn’t love the style, but the fabric was pretty and the length was perfect for my stumpy, 5-foot-1 frame. I figured I’d give it a shot and headed to the changing room. I was on the fence about it, so I made a deal with myself—if it was below $75, I’d buy it, above $75 and it’d land in the discard pile.
All four of the people I interviewed work on the Managed Services (MS) team, where they are fully emerged in Google AdWords accounts every day. Our MS team operates similar to an agency, managing AdWords accounts for clients and helping them achieve their business goals. Essentially, the experts on MS spend 40+ hours a week working directly in Google AdWords across the search and display networks, helping clients from a variety of industries. So yeah, they know a lot!
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Animated ads can be far more eye-catching that traditional ads, and have traditionally out-performed statis ads. Much like static ads, simpler is also better. You can fit more content across multiple screens, but the pacing and amount of text should be easy to read and digest. You want your ad to tell a story, with the last screen being the most effective place for your CTA. For best practices, keep the animation under 15-seconds, looping no more than 3 times. However, animation doesn’t necessarily guarantee better performance. It really depends on the channel, messaging, and audience.
This is an issue that has appeared time and time again. The most common culprits are the Flashlight App, Flashcards for Babies, Photo Frame Editors, Doodling Apps, and Random Games. Sergey is all too familiar with this problem. “Within all those games the kids are moving their thumbs as fast as possible, clicking your ads by accident. This can cost you a lot! For example if you run a very expensive competitive banner (i.e. personal injury, rehab, law, etc.) each click can cost you a lot; a thousand impressions could transfer to around a thousand clicks on these apps.”
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