Google Display Ads

Broadly speaking, Google has got two options for advertising:  search ads and display ads.  Google Search ads are the text ads that people searching for the products and services that you offer get in their search results, while Google display ads are the ads (usually in image form) that appear on different websites or apps that your customers may visit.

Google Display ads are paid placements that can show up on any of the websites in Google’s extensive network of participating websites called the Google display network. These ads appear on the screens of users while they are browsing the internet for various purposes like shopping, research or entertainment. So, these Google display ads are like banner ads for your business across the internet.

Advertisers generally prefer Google over other display ad platforms as Google offers mobile advertising, retargeting, advertising on partner sites, and keyword-based contextual targeting for display ads – options that platforms like Facebook don’t provide. Google display ads are also available in a variety of ad formats like text ads, image ads, flash-based image ads, in-video ads, as well as ads for mobile web and mobile games which gives a lot of creative freedom to the advertisers. Moreover, while there are other display advertising options out there, few others have the kind of reach Google display ads have, reaching over 83% of unique internet users around the world.

Google Display Advertising

Google display advertising has grown to be the go - to for the advertisers looking to build brand awareness in a more cost-effective way. You can target websites by audience affinities, in-market segments, and custom intent keywords, and hand-pick website placements that fit your target audience. So, it gives your ads a huge volume while allowing you to target specific audiences at the same time.

Prospecting and remarketing are the primary methods to build brand awareness through Google display advertising. In the former you target prospects who may have no prior knowledge about your brand while in the later you target prospects who have already visited your website in the past. Google display advertising is an efficient method to advertise, but since the viewers see the ad while they are browsing the internet with a different prior motive, the click-through and conversion rate for google display ads is less than 1%.

Google display advertising reaches 90% of world-wide internet users and it is highly advisable for new businesses to start with Google display advertising as their first option for targeting specific audiences to increase the online visibility of their business. With flexible pricing models (CPM, CPC, CPA) and transparency into performance, Google display advertising is ideal for new (and potentially hesitant) advertisers.

How Much Do Google Display Ads Cost 

How much you spend on Google display Ads is entirely up to you. The right Google Ads spend for your business depends on various factors like ad performance, your industry, your goals, the tools you decide to use, and more.

With google display ads you have complete control over how much you spend and when you spend it, and you can increase or reduce your ad spend in real-time as you see fit. That’s why the pricing flexibility of Google Ads is one of its biggest benefits.

The best part of Google PPC costs is that you only pay when a user actually clicks on your ad. It doesn’t matter how many times it’s displayed or how many people see it — you only pay when someone clicks and visits your website.

While the average cost-per-click for Google display ads is $1 or less, there is no definitive answer to the question- how much do google display ads cost. Google ads is a truly customizable platform where you are completely in charge of your online advertising costs.

How To Optimize Google Display Ads

Optimizing Google display ads can help you find the right audience with its targeting options that strategically show your ad to potential customers at the right place and the right time. For someone wondering how to optimize google display ads, here are some straight forward strategies that can help you make the most of your ad spends.

Remarketing is the most basic of these strategies and probably also the most important. Remarketing basically means showing targeted ads to people who have already shown interest in your brand and is an efficient way of keeping your past visitors engaged.

To optimize google display ads, you should also make use of the managed placement option available on Google. Managed placements allow you to pick and choose exactly the sites that you want your ads to be displayed on, giving you extreme control over your campaign. You can use Google Analytics to find the most relevant websites to put your ads on and tailor your campaign accordingly.

Automated targeting is a simple yet highly useful way to optimize google display ads. It increases conversions by finding high-performing audience segments based on your existing audiences and landing page. By automatically optimizing over time, Google ads can figure out which audience segments work best for you, and you can target that specific segment.

Google Display Ads Image Sizes

Choosing the right Google display ad image size is as important as the graphics of the images and can significantly affect the reach of your campaign.

Google display ads image sizes vary according to the creative and the slot size in dimensions but in terms of memory, the size limit for image ads is 150 kilobytes.

Large mobile banner (320 x 100) image size works best for remarketing and are ideal for audiences using a mobile phone to access the internet.

Half page (300 x 600) Google display ads image size is the most optimal to communicate information to the viewers due to the size of the ads. They also have a higher likelihood of getting clicked on as the ad is quite prominent on the screen.

Large rectangle (336 x 280) and medium rectangle (300 x 250) Google display ad image sizes perform particularly well when combined with textual content and are often used for retargeting. The medium rectangle images appear on smartphones, tablets, and computers and can display within text or at the bottom of pages, especially at the end of articles.

Out of all Google display ad image sizes, the leaderboard (728 x 90) is perhaps the most popular one as it usually appears in prime positions like at the top of the page or in the header section. It is one of the strongest performing ad sizes in terms of CPM and this kind of ads are often sold for sponsorship and private deals.

How To Advertise On Google Display Network

With display campaigns you can reach a relevant audience with visually engaging ads as they browse millions of websites and apps to achieve your marketing objectives. There is a pretty straight forward answer to the question – how to advertise on google display network.

The first step is to identify and arrange your campaign according to your marketing goals. If, for example, you want to increase the number of people that visit your website, select Website traffic when you create your campaign. To advertise on google display network efficiently, you should carefully select your campaign settings. You can choose the languages and locations where you want your ads to appear. Your campaign settings also let you choose how often your ads will be shown to the same customer and set start and end dates for your campaign.

You should always try to advertise on google display network in such a way that maximizes your return on investment. Google display campaigns support automated and Smart Bidding strategies that can manage your bids for you and can help you meet performance goals.

To advertise on google display network and reap the full benefits from it is next to impossible without a functional targeting strategy. Once you have formulated your budget and bidding strategy, the next step is to choose the right targeting strategy. You should keep optimized targeting enabled to reach and acquire new, relevant customers while meeting your goals. You can also add additional criteria like audience segments or keywords to the optimized targeting in order to find similar criteria to serve your ads on.

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Why Advertise on Google Display?

Google Display gives some smart tools to reach your potential customers and reach more users just like them. Staying on top of users' mind can lead to more people searching for the brand name or going directly to your website. Google display helps to build brand awareness and brand recall.

Google Display Advertising is a must-have in every advertiser's media plan for the following reasons  - 

1. Google Display has many targeting options like age, location, interests, and behavior; that can help you target precisely the audience you want to target.

2. Google Display Advertising is one of the cheapest advertising options. 

3. Google display helps to grow your brand in a cost-effective way.

How does Google Display Work?

Google Display advertising has the following types of ads - 

• Uploaded image ads. For more control, you can create and upload ads. You can upload ads as images in different sizes.
• Discovery ads. Brands can upload visually rich and inspiring images, these ads will be served in google properties. Discovery campaigns help driving interest and trigger buying emotions.
• Discovery carousel ad.  A carousel ad is a slidable strip of a maximum of 10 images in a row forming only 1 ad unit. Brands can upload multiple high-quality images with the brand logo. Ads will be served on Google properties.  
• Responsive Display Ads. Creating ads on the Google Display Network is partially automated with responsive ads. To create them, simply enter your ad text, then add your images and logo, and Google will optimize your ads to improve performance. (You can also use our library of images at no cost.) Both new and advanced users benefit from responsive ads because they show as "native" ads, and blend into the font and feel of the publisher's site.

Who should advertise on Google Display?

1. Brands trying to reach a digital-first audience

2. Recently launched brands looking to build brand awareness

3. Brands that are looking to scale their offline advertising activities

4. Brands who wants to increase their brand recall.

Targeting Available on Google Display

How Filters help in targeting the audience?

1. Geo-Targeting - One can target the audience by their city or state or even the pin code. For example, a restaurant that only delivers in specific areas can easily select the pin codes to reach the right audience.

2. Language - One can target the audience by which language they are using the app. For example, an app that is only available in the Telugu language can use this filter to reach the right audience.

3.Demographic - One can target the audience according to their gender or age group. For example, a brand like My Protein would only find it relevant to target Males. Further, A university would prefer to target potential students in the age group of 18 - 24.

4. Interest - This targeting option is built on the basis of the type of content the user interacts with. For example, Nykaa would want to target beauty and fashion enthusiasts. Interest targeting can include various audience buckets such as Business, Fitness, Food, Hobbies, Shopping, Travel, and the like. Advertisers also have the option of targeting people who are currently looking for a particular product or have shown an affinity towards an item for a long time. 

5. Device - Device targeting is a wide range of options ranging from the brand of the device, cost of the device to type of device. For example, an app that is only available on android phones could select "android phones" as a targeting option.

6. Custom Audience - Custom Audiences include brand-specific audiences created such as a retargeting list, look likes, and even an offline list of customers.

Steps for sharing the Google Adwords Account access with Media Ant

1. Login to Google adwords account.

2. Copy 10 Digit CID and mail it to Media Ant

3.Your Adwords admin will get an email for confirmation​​

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Google Display Advertising Rates 2022

The Media Ant is committed to getting the most accurate data for the users. Hence, we ensure the advertising rates are updated on a frequent basis. Google Display Advertising is one of the most popular Television advertising options hence it is very important for advertisers to know Google Display Advertising Rates 2022. You can find the updated Google Display Advertising Rates 2022 under the tab “Media Options & Pricing” To know the last updated date for Google Display Media Kit 2022, please check the blue tick beside the Google Display Advertising Rates under the Media Options tab.

Top 5 Digital Advertising Platforms in India according to Similarweb Jan-March 2022