If youa��ve been running exclusively pay-per-click text ads for a while, you probably know this feeling — you get the okay from management or a client to start running PPC, put together some sweet campaigns, and watch as the traffic comes rolling in.A� Pretty quickly you start to figure out what works and what doesna��t, pausing/deleting keywords that arena��t meeting your goals, and breaking out additional campaigns and ad groups for your top performers.A� Good traffic continues to grow, but eventually those wins start to get smaller and smaller, and maybe performance even starts to decline.
Dona��t worry, youa��re not alone, this is a common PPC problem.A� But how do you reverse the trend?A� How do you continue to build performance?
If you read the title of this article, you already know the answer — expand into display network advertising.A� This doesna��t have to be Googlea��s Display Network (GDN), but thata��s probably the easiest way to get started.
But does it work?A� Short answer — yes.A� The median advertiser gets 20% of their conversion from the GDN at a 6% lower cost-per-acquisition.A� Studies have also shown that users who see display ads are more likely to click on text ads and convert in the future (although therea��s a different percentage on these exact numbers every week).A� Targeting options are more varied than ever before as well, with standard contextual and placement targeting, along with interest category targeting (a developed type-of-user profile based on a set of sites they visit) and remarketing for users who have visited your site but didna��t convert.
With that in mind, here are three tips to get up and running quickly with display network adverting:
- Define display network success. Seems almost too simple, but what are you trying to achieve with your display network advertising?A� Brand awareness?A� Sales?A� Lead generation?A� If you dona��t know what success looks like and how to measure it, then how are you going to know if the money on display is being well spent?A� Youa��re also going to target websites differently depending on your display network goals (generally speaking, a broader reach for brand awareness versus narrow reach for effective ROI).
- Dona��t obsess over creative. Most of the holdup for display network campaigns comes from obsessing over the image or rich media creative.A� Herea��s the thing — youa��re going to get it wrong.A� No matter how much research and work you put into creative, people behave differently (especially online) than youa��d expect.A� Ita��s better to launch two decent image ads and have them compete to figure out which one is better, than only one a�?perfecta�? ad and never know if ita��s the best it could be.
- Use Facebook and LinkedIn Ads. Targeting options for each are more extensive than Google, and their reach can help to amplify a message across tight-knit social groups.A� Be sure to constantly test new creative though, as LinkedIn will tend to stop serving your ads if they arena��t performing, no matter how much youa��re willing to pay.
Many PPC advertisers see display as a whole different beast than what they manage on a day-to-day basis, but the two are really intertwined.A� If your PPC campaigns have stalled out and youa��re looking for new ways to boost performance, try out display for a couple months.
Have you found display worthwhile?A� What are the biggest display network tips you would recommend?