Did you catch our article on specific targeting methods to use on GDN and audience-building factors that ensure the best ROI? If not, then we’d highly recommend checking it out here as it will make this read all the more enjoyable and worth your while.

Are there ways to optimise your GDN results once you’ve used the right targeting methods to get your ad in front of your target audiences? Certainly!

Assess demographic performance, fine-tune if needed

We’ve seen many times how certain audience demographics may be great for traditional marketing but not so well suited to a digital setting. Therefore, even after you set up specific demographic and location targeting, you must review the performance of everything that has not been excluded.

For example, there may be demographic categories and ages (such as “unknown” and “65+”) which could become very costly after campaign launch, so it’s always good to assess these and then recalibrate if required.

Assess placement performance and use the analytics from those to improve

You just have to love Google: they do indeed make it easy to review where your ads are popping up, either daily, weekly or right after campaign launch. This information is easily accessible through Placements, and then Where Ads Showed.

If you filter placements according to unusually high CTRs, you can uncover websites that are working against your campaign rather than for it. And, if you are considering bulk exclusions, it might be best to export web placements according to “all time”.

The idea here is to block duplicate placements that are delivering no results at all – repeat offenders are always a higher priority than websites appearing once with just a few impressions. After you have identified the duplicates, review the websites’ relevance, what their CTR is, and whether they have resulted in any conversions.

Adjust ad style and location to yield the best outcomes

GDN offers two main campaign ad types to choose from: standard image ads and responsive ads.

The former come in multiple formats, such as banner, skyscraper, rectangular and square – as you might imagine, these ads offer an image-only display option.

The latter offer text and image options which display in multiple formats, depending on where you want the ad to show. The finalised ad has three image types, up to five concise headlines, one detailed headline, a business name, and up to a maximum of five descriptions. There are multiple short headlines and descriptions because these will rotate to let you know what the best-performing combination is.

If you’re generally short on budget, time and creative resources, then it might be challenging to know which display ads are right for your campaign. You definitely do not have the luxury of time-testing each one but the good news is you can safely choose 300 x 250 ads and 728 x 90 ads and Google has even stated on one of their support pages that these tend to get more impressions than other formats.

Half-page ads and large rectangular ads tend to get higher CTRs (click-through rates) than other formats – so if you want to start off with a safe bet, you should bet on leaderboards and rectangular formats!

Closing thoughts: Is GDN really the best choice for my ad campaign?

If you’ve read up on some of the other articles we have posted on Google Display Network, then you likely know how GDN can help you amass a very powerful reach, especially when you do your targeting right. The network is preferred by most businesses over standard Google search ads as it offers more value and is a lot more cost-effective – not to mention how there’s less competition on GDN so that makes it an excellent marketing option over traditional search ads which is usually very, very congested.

The fact of the matter is, Google Display Network works well for most businesses, no matter what their budget, but you must do your targeting right in order to squeeze out every penny from your budget.

Our expert Google Ads team can guide you on how to leverage this powerful ad network to hit your ROI targets and even exceed them.


Published On: March 30th, 2023 / Categories: Digital Marketing /

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