Google is taking a page out of Facebook’s book and restructuring Display campaigns around marketing goals (as opposed to key functionality). While the sudden change in interface may seem take some of you by surprise, this one is absolutely for the better. Here’s what you need to know about your existing Display campaigns (including retargeting) as well as the key takeaways to consider when creating new campaigns.
Let’s start with the changes:
Display campaigns have always functioned around these three key strategies, but it was up to the advertiser to make sure their campaigns functioned accordingly. Given how ambitious many campaigns can be in scope, competing goals often found their way into the same campaigns, which in turn led to wasted spend, fragmented demographic targeting, and low ROI.
Not anymore! Google is making us decide from the outset what we want from the campaign so we can’t get in our own way. Going forward, you’ll need to choose one of these three marketing objectives:
Since the third type of campaign has the most transactional possibilities, let’s dive a little deeper into the next set of options you’ll see once you choose the “Drive Action” campaign type:
Buy on Your Website: There’s a reason Google is prompting you to construct your retargeting campaigns through here – true retargeting is about recapturing a user who abandoned a shopping cart or seemed like a good fit by their session length, but didn’t manage to fill out the lead capture form. This kind of campaign is best suited to someone who visited your site within the last 30 days and falls within the demographics of a good prospect. Aggressive retargeting should end after day 31 so the user doesn’t experience brand fatigue, so make sure the lists you use for this are configured correctly.
Call Your Business: A lot like Buy on Your Website, but for services that get most of their business from calls. Be sure you have some form of call tracking enabled.
Visit Your Business: This is the true billboard of the internet, but with a meaningful twist: you can target by location to promote your banner when a user is near your location (oh smartphones, how we love you), as well as include location and call extensions. Be sure you have your Google My Business page setup!
Install Your Mobile App: Apps are just as much art, as they are algorithmically designed to draw us into addictive fun/time hacks. By promoting the app, you’re able to convey the beautiful art of your app’s brand, and that can lead to direct purchase/adoption. This is especially valuable if you have a video campaign running alongside the display one so you can keep the continuity of your brand firmly in place, cutting through the noise your prospective audience deals with every day.
Engage With Your Mobile App: What do you do when a user has turned off “push” notifications on their phone and has turned into an inactive waste of server space? Advertise to them through display! This is a less intrusive/annoying way to remind users how awesome your app is – and given that only 14% of folks remain active on average after day one, this kind of campaign is becoming more and more vital to the health of an app.
It’s worth noting that existing campaigns will not be impacted by the change in campaign creation structure.
So how can you align your ads, budgets, and targeting to make the most out of these changes?
Do you like the new interface? Will it get you advertising on the Display Network? Tell us in the comments!
Navah Hopkins is a Top 25 PPC Expert and international speaker who has been in the digital marketing industry since 2008. She specializes in paid media strategy and helping brands build relationships with profitable partners and customers.
She’s a cofounding member of the Paid Search Association, a group dedicated to empowering the next generation of PPC practitioners, and she continues to give back by sharing lessons learned at conferences and local universities, and in blogs and webinars for SEJ, SEL, Semrush, and WordStream.
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