ROI 101: Google Display Network

by Mike Tyler | June 29, 2015

Do you love spending stacks of money with no ROI, whatsoever?


Of course not, because you’re not a rapper that leaves things up to Chance.

But the truth is, most advertisers ARE spending hundreds of dollars in areas that gave 0 return on their ad investments.

Fact: 50% of PPC advertisers will leave their accounts un-touched for 30 days 25% will take no actions in 90 days.

If you are an intelligent advertiser, you’re doing everything in your power to ensure that all of your advertising dollars are spent efficiently; in the right places, at the right time, and on the right ad initiatives.

Whether you’re using Facebook Insights to allocate your ad budget to display ads that perform well on certain days, using dynamic remarketing to retarget viewers that leave your page or improving the appearance of your display ads to lower that damn bounce rate – every dollar makes sense.


Brand Promotion For Zero Dollars? Sign Me Up.

Now, what if I told you that you could promote your brand for free, with no additional dollars spent? Across all media platforms and devices?

You’d likely reply with something cautious like “But Mike, I don’t do anything illegal…anymore.”

To which I’d reply with:

“You can with the Google Display Network, your new best friend (that’s totally legit).”

As the largest global network available across all devices and mobile platforms, did you know that the Google Display network reaches 90% of internet users from websites to news pages and blogs, including sites like Gmail, YouTube, NY Times and

Basically, if you’ve ever seen an Adword ad on a side bar or displayed on a popular site and wondered “how did that get there,” then you know that site is part of the Google Display Network.

The display network is a collection of destinations that show Adword ads, from video to blogs, articles – you name it. And the beauty of it, is that any business of any size is able to use it to get ads up and running up on the display network!

Welcome to the Wild West of the display advertising world.

With this type of accessibility, the Google Display Network is key for reaching customers you normally wouldn’t through display ads on various mediums, targeting the places you would like your ads to appear based on keyword searches, and tailoring the ad type to your demographic’s interests!

Oh, and did we mention that you can use target keywords and topics to reach specific viewers with specific ad types, via contextual targeting? Packaged with remarketing, the Google Display Network allows you to reach specific audiences of people across a broad scale.

Really, it’s too good to be true. But with something as great as this network, how do you maximize it through your efforts to get the highest ROI on brand awareness, and your ad campaigns?

Photo by Oscar Keys on Unsplash

Campaigns, Ad Groups Landing Pages

When it comes to optimizing your display network initiatives, these three ideas are your gateways to greatness.

Firstly, you want to make sure that you are treating your display campaign as legitimately as your search ad campaigns, video campaigns, and others. Although stand-alone banner ads and other display ad types often catch a bad rep, having a solid display campaign packaged with things like negative keywords and remarketing all help to make the most out of your advertising dollar, and target the most consumers interested in your services!

Ensure that your niche campaigns are refined around broader themes and topics, so that your ad groups get the right viewership. Through contextual targeting and managed placements, you can choose the site that works best for your ad groups based on their respective keywords.

Having a specific GDN specific campaign is so, so key.

As a word to the wise, be sure to conduct thorough research on ad group keywords to ensure that your campaign strategy is optimized for reaching the right viewers with the right interests (and don’t be afraid of negative keywords – they’re half the battle)!

Ensure that you have enough themes for Google to detect, in terms of your ad groups. The more the merrier, right?

And in terms of landing pages, we shouldn’t have to tell you how important a well designed page with proper copy is. Of course you do, since you have a handle on your balls, right?

With the best copy, keywords and visuals in the world – your ad is still being displayed on a page, which should be as close to perfect as possible to get that damn bounce rate down, but to also generate engagement with your website through great UX/UI and usability!

All three of these aspects directly impact the quality score of your Display Network, which you’d like to keep high to ensure your GDN display campaign is relevant and of high quality! 

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