How to Attract Fresh Customers with Display Advertising

display ad target bullseye

We want to help business owners, marketing managers and brand managers grow awareness of their brand and the products it sells. To do this, we believe you need a better picture of how to target and attract new customers on the Google Display Network (GDN).

If you don’t know what we are talking about, or what a GDN is exactly (hint: it doesn’t stand for Greens Do Nothing, or Gary Does Newtown), this is still a great resource for you! We guarantee that by the end of this article, you WILL understand the difference between a Display Ad, Search Ad, In-Market group and Remarketing. You’ll also have a pretty good shot at getting much more out of your online advertising spend during the current climate.

gumtree display ad example

 

What is the Google Search Network (and how can a business use it)?

Put simply, the Google Search Network is divided into two:

  1. the Search Network
  2. the Display Network

When a business decides to advertise on the Search Network, they create and publish text-based ads that appear in search engine results (Google Adwords). Whereas on the Display Network, a business creates unique image-based ads that appear across a huge network of advertising-supported sites.

Think of the Google Display Network as a passive style of advertising your business. For example, before arriving at this amazing Oddball article, you’ve likely already been served many “display ads” from several different brands promoting their product or service. This can happen subtly while reading your favourite blog, browsing for new Tiger-themed pyjamas, or trying to order bulk toilet roll online. So subtle is the art of well-placed Display Advertisements, that you don’t feel like they interrupt your online experience. You will be aware of the small banners and boxes (known in the industry by names such as leaderboards and skyscrapers), appearing around the content you are digesting – but you will rarely be distracted by them. But you will recall them when it matters if they are properly targeted and repeated in the right place, at the right time.

Example in context of Display Ads within a news article:

display ad example

 

Why use Display and Programmatic Advertising in 2020?

There are many different platforms available to businesses looking to take advantage of Display Advertising as part of their marketing activities. This includes Criteo, Ad Roll and Google itself.

On its own, Google’s Display Network of collective sites reaches over 90% of internet users worldwide. The Google Display Network is the largest of all global display networks, with a collection of more than 2 million websites, serving more than one trillion impressions – Every. Single. Month.

As COVID-19 continues to keep Australians limited to their own household, the average person’s time that would have been spent consuming more traditional, physical forms of advertising (such as billboards, road signs, bus signage, newspaper and magazine ads), has now shifted dramatically online.

In a recent report from Global Web Index, findings revealed that 80% of people say they are now consuming more content online since the Coronavirus outbreak.

With that considered, now is probably a ripe time to ask yourself:

“How can potential customers find me right now?”

and

“What can I do to make it easier for potential customers to find me?”

This is where Display and Programmatic Advertising can help you out. One of the best ways to boost brand awareness and create more product awareness is to use this subtle, repetitive form of online advertising to develop a stronger presence online.

Examples of Display Ad messages, designs and sizes:

display ad skyscraper examples

 

display ad examples

Image source: unbounce.com

 

How Display Ads can be Targeted

There are several ways to target internet users and create potential customers through the online Display Network. For example, in Paid Search Advertising, you must have keyword-level targeting. In Display Advertising, there are additional targeting options you can choose from, so keyword targeting is not required.

We’ve pooled together the main menu of targeting options marketers use to reach their ideal audience. As part of a successful marketing plan, the aim is to pick a winning combination of the below to skyrocket people’s awareness of your product or service… What will work best for your business?

Keyword Targeting

With Display Keyword Targeting, Google will serve ads alongside content that matches the keyword you have specified when setting up the campaign. For example, if we target the term “gym equipment”, Google may serve our ad on the same page as an article exploring the “best exercises to build muscle” or “how to get a body women want”.

Placement Targeting

With Placement Targeting, you have the ability to select the theme of websites you wish for your ads to display on. For example, if we want our ad to be served to internet browsers when they are consuming real estate related content, then we can choose specific websites that echo this, such as realestate.com.au or domain.com.au.

Interest Targeting

Google is freakishly clever. It identifies and places users in predefined interest groups based on their web browsing behaviour. These valuable interest groups are then further segmented as “In-Market” and “Affinity” interest groups. Google defines “In-Market” groups as closer to purchasing a particular product or service. For example, if we select the “Moving & Relocation” In-Market group, Google has determined users in that group are actively searching for removal and relocation services.

Audience Targeting

Audience Targeting allows you to serve thoughtful advertisements to users (or a subset of users), who have already visited your website. This is commonly referred to in the marketing industry as “Remarketing” to audiences. This is also why you may notice after visiting a website you seem to be followed around the internet by their ads afterwards!

An alternative option with Audience Targeting is to reach similar audiences to your existing one. These are audiences Google identifies as matching the characteristics of your current audience of website visitors. A very useful strategic tool for attracting new customers.

Topic Targeting

When you pursue Topic Targeting, your ad will reach a group of websites that fall under a selected topic. This differs from Interest Targeting, which reaches out to individual users based on their interests, whereas Topic Targeting will serve ads on websites based on the overall theme of that site. For example, if your business sells ready-made healthy meals, you may choose to serve ads on websites whose overall theme relates to ‘Health’.

Demographic Targeting

Through the Google Display Network, marketers and advertisers can target many individual areas including age, gender, household income and/or parental status. This ultimately minimises unnecessary budget being spent on serving ads to people who are unlikely to even need your product or service. For example, if your business sells fancy women’s clothing, you may restrict your Display Ads so that only females are served your ads. But then again, we live in the modern age, so this may even be too restrictive. Perhaps not the best example.

display ad comedy examples

Image source: unbounce.com

Moving forward

Now you know what your specific targeting options are. There is no grey area, and if there is – give us a quick call to explain what GDA can do for you (no, it does not stand for Gosford’s Digital Natives…or maybe it kind of does?!).

Next, you need to figure out how to use your targeting options to your advantage. Your goal is to reach your intended audience. This is where things can get a little technical, so we would caution against going at it alone with a valuable marketing budget.

But you are not alone.  Choosing to use Google Advertising to boost your business can be a team effort.

If you are interested in getting a Search Engine Marketing Specialist’s opinion on how to use Google Ads in your business, we recommend enlisting a professionally qualified Google Ads Agency to ensure you get the best return on your ad spend.

We are fortunate to have a Google Ads specialist in our agency, and his name is Jared. He’s on standby to assist you with standing out in the crowded world of Display Advertising.

Why Google Ads still Works Wonders during a Crisis

hand on mouse scrolling internet

You’re probably sick of hearing from everyone that Coronavirus (COVID-19) is one of the most difficult challenges most businesses will ever face. These are unprecedented times. These are uncertain times. While we’re all overwhelmingly aware this is a time for crisis marketing, this is also a fascinating time when it comes to our ability to adapt as humans.

As the international situation continues to evolve, many advertisers have been left scrambling to figure out how to adjust their business and marketing tactics to this new kind of new normal.

While your natural instinct may be to view paid Google Ads as an unnecessary expense, we are here to tell you that Google Ads is actually one of the most significant marketing opportunities for a business right now. So if you’re reading this, you’re onto a good thing…

What is Google Ads (AdWords)?

Let’s start with the basics. Google Ads is Google’s online advertising program (formerly known as AdWords, which it is still often referred to). This program allows you to create online ads (text based) to reach audiences that are interested specifically in the products and services you offer. The Google Ads platform runs on pay-per-click (PPC) advertising i.e. you have to pay every time a visitor clicks your ad.

Oddball Google Ads result page

Why should I use Google Ads?

There are so many advertising mediums and methods available out there. With so much choice, it can be extremely hard to determine which one is a good fit for your business. Google is the world’s preferred search engine, and most of us use it on a daily basis, so there is a great element of trust and familiarity already there. The problem is that many businesses have some idea of what Google Ads is, and that they should be making the most of it, but why? We could name you a hundred reasons, but as you’re probably quite busy, here’s the top benefits a business should start using Google Ads immediately...

Google is the World’s No.1 Search Platform

Google is more than just a brand name – it has evolved to become an everyday verb. When people have a question that needs answering, their first thought is now something along the lines of, “I’ll google it“.

The Google search engine attracts 5 billion searches a day.

Among those are people who are looking for solutions to problems that can be fulfilled by your business.

Due to social distancing rules, the public (or your audience), have currently lost the ability to interact with your brand outside their home. Your business therefore needs to be fluid and shift to appear where your customers are right now. And they are online, and they are searching for things!

search market share google

Image: Visual Capitalist

Google Ads allows Pinpoint Targeting

While there might be an obscene amount of searches performed on Google every day, not all searches will be relevant to your business. Google’s Ad network allows flexible targeting to ensure your ad only reaches out to those who need your goods or services.

Google Ads targeting includes:

  • Keywords or Search Terms
    This dictates the search queries users must enter into the platform in order for your ad to show.
  • Location
    Allows you to target, or exclude, your ad from showing in particular geographic regions.
  • Demographics
    Age, gender, parental status and household income level.
  • Device Type
    Mobile, Desktop, Tablet, TV.

When Google Ads are set up and established correctly, this form of online advertising can ensure your business is targeting the right people, in the right place at the right time. That is one of the best ways to use your marketing spend during a global crisis where every cent counts!

Google Ads helps you Harness the Intent of Users

Unlike the customers who you regularly reach through mainstream forms of advertising, the Google Ads network allows you insight into the intent of users. By seeing what people are searching for, you know what stage of the buying journey they have reached.

For example, on social media people are not looking for solutions to the everyday problems plaguing them. They are looking at cat videos, at conspiracy theories shared by a distant relative, or looking back on nostalgic photos back when they had a mullet. Perhaps many of them are now scanning through old social posts reminiscing about pre-coronavirus times. These kind of searchers are not looking to be advertised to. Any paid ads served to this profile of person risk interrupting their unique browsing experience.

However, on the search network, you’re not advertising to people who don’t want to be advertised to. You’re advertising to people who are actively looking for something specific – and when your ad appears, it helps speed up the process of finding a solution.

marekting agency central coast

Maintain control of your Campaigns and Budget

With Google Ads, you have total control over the budget of your campaigns. You can control everything from the maximum price you are willing to pay for a “click” (or enquiry), to how much you are willing to spend per day, or month, on your advertising campaign.

The best feature of Google Ads? They can be changed at any time.

When your ad is performing extremely well, you can increase the ad spend on it to maximise the desired results. The reverse is also true – you can actively decrease ad spend on an underperforming ad that’s not quite hitting the mark. You even have the option of stopping an ad instantly before losing another cent.

Google Ads is quicker than trying to Rank #1 on Google

We are not suggesting you should ignore putting marketing efforts into Search Engine Optimisation (SEO), which is the trusted, natural way to grow your search ranking through content. Google Ads allows for you to start appearing at the top of the search results almost instantly, however, we do strongly advise that you think long term too. In addition to the speed of Google Ads results, paid ads attract 41% of all clicks on a search results page (on average).

Google Ads easily tracks Return on Investment

Unlike more traditional forms of advertising, the Google Ads platform allows for the precise tracking and measurement of every cent spent on your campaign. This is great, as it allows you to determine your Return on Investment (ROI).

Measurement metrics available to you include:

  • Impressions
  • Clicks
  • Average CPC and costs
  • Keywords selected
  • Demographics
  • Devices
  • Locations
  • Days and hours

These metrics help understand every desired action from your campaign, allowing you to track back to source every:

  • Online purchase
  • Phone call
  • Form submission
  • Email reply

This empowers you to make informed decisions about the effectiveness of any Google Ads campaign you run. Most importantly though, it helps you to make informed decisions about future investments in your advertising spend.

cumulative campaign chart


If you were initially wondering “Why should I use Google Ads during a pandemic?” – we hope you are now asking “How do I start using Google Ads today?”

Time and time again we hear of poor experiences and money thrown away by both stubborn businesses and existing clients who have opted to run their own Google AdWords campaign. Not only has Google has made it super easy for anyone with the time to set up a campaign, but they’ve made it easy to spend money. This results in business owners and inexperienced marketers running ineffective campaigns that could be massively improved with a smaller budget!

If you are interested in getting a Search Marketing Specialist’s opinion on Google Ads in your business, we recommend you enlist the help of a professionally qualified Google Ads Agency (like Oddball!). The entire point of this style of advertising is to cleverly maximise results for less marketing spend.


More Online Resources to Help your Business Fight COVID-19:

Inspiration From Central Coast Businesses Dealing With COVID-19
Despite the limiting reality of COVID-19, we’re hugely motivated by the fighting spirit of Central Coast businesses already trying these simple yet effective marketing ideas.

5 Ways Your Marketing Strategy Can Cope With Social Distancing
Social distancing is changing the way consumers buy. It’s now up to business managers and owners to change their marketing to help people, not sell to them.

JobKeeper Program: 3 Important Considerations For Businesses
Australia’s JobKeeper program guarantees some security for small to medium businesses, but have you considered these 3 important aspects for the next 6 months?

Has COVID-19 Changed The Customer Journey Forever?
There is no ‘business as usual’ with the customer journey profoundly changing due to COVID-19. Keep up by moving from old activities to these new opportunities.

7 Ways Marketing Can Help Your Business Survive COVID-19
Practical advice and ideas on how to adapt your business and continue advertising products and services to stay healthy during a global crisis.

Adapting To COVID-19: Video & Tech Tools For Business
Innovate your business overnight by introducing our top recommended digital tools and video technology to your business and daily remote routine.

Home Insulation Service | Dual Brand Marketing Strategy

home insulation on rising levels

Client

Home insulation brand with offices based on the Central Coast, Sydney and ACT.

* Due to the details we share in this case study, we’ve withheld our client’s name for privacy reasons.

Client Background

With offices based throughout New South Wales, this particular home insulation provider were in the process of expanding their services and audience rapidly. With ambitious goals for growing their revenue, they approached Oddball Marketing to develop a Lead Generation Google Ads campaign. We were asked to target the base level of online searchers in the sales funnel; those actively searching for insulation services or products.

The Goals

  • Drive traffic directly to the client’s website
  • Generate high-quality conversions
  • Generate phone calls, or form submissions, that lead to onsite quotes.

The Oddball Approach

As we are marketing specialists (not home insulation specialists!) our team began by conducting thorough industry research, including taking a look at the messaging of competing brands. We identified that the majority of consumers will seek multiple quotes for home insulation services before deciding on where to put their hard-earned cash. This was an extremely useful discovery to work into our campaign.

With that customer profile considered, we developed a Dual Brand approach. By adopting this, our aim was to:

  • Occupy 2 out of 3 high-value Google Ads positions
  • Attract a greater share of clicks and impressions
  • Limit the number of leads/quotes lost to the client’s competitors.

The next step was to conduct Keyword Research. We identified high-value keywords, which would help to target our campaign and forecast campaign performance. From here, our campaign execution became quite technical…

Oddball utilised our in-house Marketing Specialist (who speaks fluent Google) to:

  • Develop multiple location and service-based landing pages (that looked awesome on both desktop and mobile devices)
  • Utilise narrow radius location targeting, prioritising higher-value geographic areas, improving lead quality and using our client’s budget efficiently
  • Create and test campaign messaging – identify what types attracted the most attention & triggered action
  • Establish dynamic Phone Number Insertion and Call Tracking – quantify high-quality phone call conversions.

The Effect

Oddball Marketing developed a highly-effective Lead Generation campaign with this rapidly growing company. We delivered a consistent flow of high-quality conversions and enquiries directly to this client, generating a combined total of x950 leads at the time of writing.

That’s an impressive total revenue for our client of more than $260,000. At Oddball, we’re happy if you are – and this particular client was very happy with the outcome of our dual brand marketing strategy.

JANUARY 2018 – MARCH 2019BRAND 1BRAND 2
Conversions505445
Conversion Rate10.99%11.53%
Cost/Conversion$31.33$27.32
Total Conversion Value$140,000$124,000
Return On Investment693%809%

BEFORE YOU GO

Your Essential Guide to Marketing Post COVID-19

Emerge from the grip of COVID-19 with momentum. Future-proof your business now for unseen crises. Make it easier than ever for customers to find you.