In today’s increasingly competitive business landscape, digital advertising has evolved to become far more than just an accessory to larger print campaigns, like in the earlier days of digital marketing. Given their targeting capabilities and cost effectiveness, digital ads are now a vital component of any marketing strategy.
With impressive artificial intelligence (AI), extreme ease of use and constantly evolving analytical support, Google ads have become the vehicle of choice for marketing and communication departments worldwide. The Google Ad Network consists of five components: search, display, video, shopping and in-app advertising. Each option is robust and can fill certain needs of your marketing campaign.
As one of its most popular ad types, Google display ads run like typical banner ads—similar to a billboard for your business across the internet. Google uses AI to bid and place your ads next to related content, allowing you to be in the right place at the right time.
When developing your next digital marketing campaign, it’s recommended that you start with Google display ads as your first option for targeting specific audiences in order to increase online visibility for your business.
Below are five reasons you should incorporate Google display ads into your next marketing campaign:
1. Increase Sales of Your Product and/or Service
The main objective of any marketing campaign is to generate more sales of a given product or service. Luckily, Google display ads have a proven track record of increasing a company’s revenue. In fact, as of 2021, people who click on digital ads are 50% more likely to make a purchase. Numbers like that can have a huge impact on your business, and allow you to scale at an impressive rate.
Regardless of whether a website visitor makes a purchase on your site the first time they visit, hope is not lost. Google display ads can also be used in retargeting efforts to remind prospective customers which products or services they’ve browsed on your website. With 35% of users purchasing a product within five days of searching for it on Google, display ads provide imagery that is likely to not only be retained, but acted upon by prospective customers.
2. Generate Higher-Quality Leads
Leads are the lifeblood of your sales efforts, as they allow your company to gather in-depth information on users and nurture them over time—with the ultimate goal of converting those leads into customers for your business.
By using Google display ads, your business is automatically integrated into the Google Analytics suite, an in-depth platform that provides key data your team needs to identify and target your ideal audience. Google Analytics tell you exactly what your leads want. By allowing you to track which ads are clicked on the most, you can determine which display ad campaign—and product or service—is bringing your business the most success.
Not only can you see where, when and why users visit your site, but the financial data for display ads is auto populated into your analytics—ultimately giving you deep insight into your return on investment (ROI) and cost per click (CPC) to better adjust your budget each month.
3. Boost Traffic to Your Website
Although it varies from industry to industry, the average click-through rate (CTR) of Google display ads currently sits at an impressive 0.46%. It may seem small, but a CTR of 0.46% can potentially mean thousands of dollars of profit for your business monthly, and a lot more eyes on your website and your content.
There’s other good news, as well. With an average CPC of $0.63 for Google display ads, marketers can employ a display ad strategy with minimal up-front risk. With this in mind, you can take the plunge and adjust your efforts at any time.
4. Influence Consumer Purchasing Decisions
Although it’s great that a customer may know you for one of your products or services, it’s important they explore all that you have to offer and develop greater brand loyalty. It’s easy to show your inventory in a brick-and-mortar location, but the ease of online shopping means it’s much more likely a customer will leave your page after viewing just one or two items.
With a whopping 90% of consumers saying that ads influence their purchasing decisions, it’s obvious that Google display ads are key to driving conversions. Display ads can show users similar products to one they’ve recently viewed or purchased, and help convince them to make a purchase of a new item.
5. Build Greater Brand Awareness
One of the commonly known facts of marketing is the “Seven Times Factor.” As a rule of thumb, prospective customers need to see an advertisement seven times or more before they will actually make a purchase.
Now, that may seem like a lot, but luckily Google boasts impressive statistics when it comes to getting eyes on your ads. In fact, Google’s Display Ad Network reaches 90% of world-wide internet users, and rakes in more than 210 million unique visitors each month in the U.S. alone. Talk about expansive reach! Facebook and other social network advertising may seem tempting, but make sure that Google is your first choice. No other search engine or platform comes close to the reach that Google offers.
Because of these five key areas of impact, Google display ads should be the cornerstone of any digital marketing campaign that your business employs. With cost-effective tools to get the most out of your budget, display ads give you the flexibility you need to be agile in an ever-changing marketplace.
Want to Develop a Google Display Ad Campaign For Your Business?
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