The news on the street is that Google Adwords is still the king amongst the major PPC networks. Whilst Facebook and twitter ads have become much more popular over the past 2 or 3 years, Google Adwords still rules the PPC roost. It also (in many experts opinions) offers the best quality traffic and some of the most advanced targeting features that you will find amongst the top PPC networks.
However, when most advertisers think of Google Adwords, they nearly always think of the search network. And as a results, a LOT of advertisers completely overlook the search networks less known and least understood brother, the Display Network.
This is unfortunate because the Google Display Network allows advertisers laser targeted audience targeting and pretty cheap traffic. Most advertisers seem to overlook the Google Display Network because they don’t understand it or wrongly believe that the quality of traffic available on there is sub-par to the search network. This is definitely not true!
But the plus side is that if you know what you are doing, you can absolutely crush it on the Google Display Network because you can reach so many different audiences, precisely and very easily.
And Justin Brooke of IMScalable is one of the world’s most sought after media buyers and Google Display Network experts and he has spent a frog’s fart (his words not mine!) over $4 million on the the Google Display Network, so he absolutely knows what he is talking about.
Recently, he posted his top 10 tips to creating a wildly profitable Google Display Network Campaign based on his experiences of spending a little over $4 million on the GDN. And seeing that his tips were so good, I had to ask him if I could repost his tips on my blog and luckily, he agreed!
So here are Justin’s top 10 tips for creating a wildly profitable Google Display Network campaign:
- Always separate mobile and desktop campaigns. A mobile user has a different objective and frame of mind than a desktop user.
- There are actually 3 different spots to turn off mobile targeting. In the settings under the devices tab. In the campaign placement exclusions you must exclude “adsenseformobileapps.com” and then in site category options disable “gmob mobile app interstitial.”
- If you don’t turn off error pages and parked domains in the site category exclusions section you’ll be serving a ton of junk ads.
- You can laser-target your ideal visitors by combining placement and keyword targeting. For example, if you sell protein powder, you can run your ads on menshealth.com but tell the system to only show your ads on pages about “protein” or “muscle building.” You can do this in any niche for any type of product. Extremely targeted traffic.
- Google Display has interest and affinity targeting just like Facebook, but even more powerful. For example, for one of my clients who sells premium dog food we were able to target known pet food customers! This is because Google knows who’s buying what and where online. Beat that zuck!
- Text ads will always outperform image ads, but that doesn’t mean image ads are bad. I once doubled a client’s sales overnight just by splitting text ads and images ads into two separate campaigns. (kudos to Tommie Powers for showing me that trick)
- The 3 sizes that win the most are 728×90, 300×250, and 160×600. But honestly, 300×250 pulls the most weight. You can save a lot of money and time just running 300×250’s. I should also mention that 300×600 is an up-and-comer doing pretty well for me and some of my media buying friends.
- A good banner ad doesn’t look like a banner ad. It should look like an article teaser. Relevant image + headline + description + call to action. Don’t use buttons, ads have buttons, you don’t want to look like an ad.
- You can make your campaign increasingly more profitable by using placement and keyword exclusion lists. What this does is provides Google with a list of keywords and placements that have shown to be unprofitable over time, so that your ads don’t show there anymore.
- Start off with optimizing for clicks. You want the brain to start optimizing your ads for more and cheaper clicks. Then once you’ve got 50 – 100 conversions switch it to optimize for conversions. Once you’ve got about 500 conversions switch it over to aggressive targeting aka DCO (display campaign optimizer). At each level Google gets smarter and smarter about finding you more and more customers.
I am sure that you will agree that Justin’s tips are pretty cool and hopefully you can see the huge opportunity that the Google Display Network offers your business.
So I don’t know about you, but I am going to be doing A LOT more testing on the GDN using Justin’s tips because I know that it is a much forgotten goldmine of high quality and affordable traffic that is there for businesses who are willing to use it.
So my advice to you, is get out there and start using Justin’s tips because if you don’t, you are missing out on a huge opportunity that smart advertisers are taking advantage of!
If you want to read more of Justin’s marketing tips, you can read his IMScalable blog here.
Do you have any experience of the Google Display Network? What results have you got from it? Hit me up and comment below!