Google Display Network Ads Setup and Management.
Google display media network is an effective tool for both promoting a new brand and interacting with old customers (remarketing).
The principle of operation of Google banner advertising
Let's consider the application of Google Ads on the example of promoting environmental and conservation initiatives.
Let's say there is an organisation that is involved in environmental events and provides nature conservation services. Its goal is to attract the attention and interest of potential donors, sponsors and activists to support their cause.
The strengths of the context network advertising campaign for this organisation:
- Behavioural targeting: adverts will be shown to those users who show interest in ecology, environmental activities and related topics. They will see the adverts while browsing the news or reading articles about nature and ecology on various websites.
- Audience segmentation: the campaign will be customised to a specific target audience including potential donors, businesses interested in corporate social responsibility, as well as activists and regular users who support environmental initiatives.
- Broad reach: the adverts will be placed on websites and blogs frequented by people interested in ecology and the environment, thus attracting a wide audience interested in supporting the cause of conservation.
- Budget savings: media advertising is generally less expensive than search advertising, which will allow an organisation with a more limited budget to attract more interested users.
- Analytics: analytics systems will be used to track campaign performance to optimise impressions and improve results.
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When setting up Google Ads, we consider the following criteria for ad placement:
- User interests: we serve ads to potential clients who show interest in certain topics based on their search history. This allows us to offer relevant content that will interest the audience.
- Keywords: Our adverts are only placed on pages containing specific keywords. This ensures that only relevant content is displayed to the user.
- Site Topics: Google Ads has a list of partner sites covering a variety of topics. This allows us to reach a wide audience interested in certain topics.
- Remarketing lists: We show adverts to users who have already visited certain pages. In doing so, our ad is displayed on various pages where there is an opportunity for adverts to be placed.
- We show adverts to users who have already visited certain pages. Our ad is displayed on various pages where there is an opportunity to place adverts. We show adverts to users who have already visited certain pages. Our ad is displayed on various pages where there is an opportunity to place adverts.
Arguments for and against regarding Google ads
- Increasing sales by 30-120%.
- Creating a need in an audience that didn't have a previously formed need.
- Cheaper leads compared to search engine advertising.
- Compared to search engine ads, users usually show less interest in adverts.
- Achieving targeted leads with this tool requires a significant amount of work and effort in maintenance.
- The need to create a variety of ads and maintain them separately is due to the varying behaviour and motivation of users, which significantly affects the effectiveness of ads and the cost of sales.