The Do’s and Don’ts of Google Display Ads

google display ads

Did you know that Google’s search and ad display network includes north of two million businesses?

The same source adds that Google has a 92% chunk of the search engine market and that the juggernaut’s ad campaigns reach more than nine of 10 internet users worldwide.

But you need the right types of ads to get the results you’re looking for. The old saying that if you build it, they will come doesn’t apply. You need to make it worth their while or they either won’t come or won’t stick around.

Keep reading to learn about the do’s and don’ts of creating Google display ads.

Do: Use Quality Images

You’ve no doubt heard that a picture is worth a thousand words. But the truth is that a good picture is worth a thousand words, not just any old picture. You must use quality images to get the best results when creating Google ads.

Remember that the images you use will reflect–for better or worse–on your company, products and services, and brand. Images you use need to be of the highest quality.

So, delete images that are blurry, upside-down, or otherwise faulty. And it’s also important to go with single images per ad rather than collages. Your Google ad campaign will fare better if you keep this in mind.

Don’t: Select Random Keywords

Regardless of what types of ads you’re working on, you need to be intentional with your selection of keywords. The keywords can’t be random choices. Conduct research to find keywords that relate to your company. 

Proper research means finding out what keywords your target demographic tends to type into search engines when looking for the products and services your company sells.

You won’t get good results if you’re simply choosing keywords off the top of your head.

Do: Ensure Ad Consistency

When working on advertisement plans, ensure you communicate a consistent message with your headline, landing page, and copy.

You’ll undermine your whole Google ad campaign if you seem to be saying different and contradictory things.

Case in point: if your ad uses keywords about baseball bats, your landing page, ad headline, and copy also need to refer to baseball bats. It’s important to naturally incorporate your keywords into all aspects of your ad.

Don’t: Fail to Monitor Ad Performance

If you go through the trouble of creating and launching Google ads, don’t forget to monitor them. That’ll be like frittering away your ad budget.

You’ll want to check your ads to check on their performance. Based on what you find, you’ll need to update and tweak as necessary to ensure they’re optimized to attract eyeballs and inspire clicks.

You’ll better be able to maximize your advertising budget and boost your sales if ad monitoring is a part of the process. 

Do: Plan Your Ad Campaign

Before you launch an ad campaign, you’ll want to plan everything out. That includes exploring advertising ideas, considering the campaign’s objectives, researching and choosing keywords, and mulling over the ad text.

The chances are good that you’ll need to tweak different things mid-campaign. But the more prepared you are before launching an ad campaign, the better off you’ll be. You may need to make changes, but you’ll be on the right track.

Don’t: Direct Traffic to Your Home Page

Yet another mistake you’ll want to avoid is directing traffic to your home page. Put another way, it makes more sense to link specific keywords to specific pages on your website. Make it easier on your consumers by doing so.

When you’re more intentional about choosing the right pages to direct traffic to, your ad campaigns will be more effective and yield better overall results.

Do: Create Multiple Ads at a Time

It’s also a good idea to launch multiple ads, three to four of them, simultaneously. There’s a reason for this. Specifically, you’ll be able to monitor which ads perform best with consumers.

With the data you glean, you’ll get to implement new ad ideas or go with one ad over the others. The goal is to stick with what’s performing best.

Don’t: Use Too Much Capitalization and Punctuation

Your ads won’t be given the go-ahead if you use too much capitalization and punctuation. You can avoid frustration if you familiarize yourself with Google’s guidelines before launching ads.

The last thing you’ll want is to create ads only to have them rejected by the almighty Google algorithm.

Do: Set Up Remarketing

It’s also essential to set up remarketing. Remember that there are people who’ve visited your website before without purchasing anything. 

Remarketing is about targeting those very people. While they may not have made purchasing decisions before, they may do so in the future. So, make sure your ads on Google target them. 

It’s not only important to engage your target demographic. You need to re-engage them if your goal is to maximize sales potential.

Don’t: Neglect Landing Pages

Pay particular attention to your landing pages. They factor into your quality score and impact your ad campaign performance.

Consider content, loading speed, and keyword placement when focusing on landing pages.

Do You Want to Learn More About Google Display Ads

Are you looking to make better use of your advertising dollars? We can take your digital dollar further and net you better overall results.

We’re a full-service digital marketing agency offering lead generation, SEO, and other services. Get in touch for the help you need or to ask any questions. Let us show you how what we do well can help you do what you do better.

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