Which Platform Is Right For Your Business: Google Ads or Display 360?
Determining the right paid search platform for your business is critical for running a campaign that yields valuable results. With so many options to choose from nowadays, it can be difficult to understand which platform makes the most sense for your current business goals. Google Ads and Display 360 (a.k.a DoubleClick) are two of the most well-known platforms in use by businesses both large and small. To help you nail down which platform you should dive into first, we’ve created a simple outline which lays out the differences between the two:
Reach
-
Google Ads gives you access to the Display inventory and the Google Display Network
-
Display 360 gives you access to 81 ad exchanges and 75% more users than the Google Display Network with high quality web placements
Targeting
-
Google Ads lets you target by zipcode geography and interests
-
Display 360 gives you everything Google Ads offers along with address matching and buying behavior from 35 third-party providers
Creative
-
Google Ads allows you to create text, image and video ads
-
Display 360 lets you create image, rich media and video ads
Budget
-
Google Ads has no minimum ad spend
-
Display 360 requires at least $10,000 in total ad spend
Attribution
-
Google Ads has less accurate attribution based on multi-channel advertising
-
Display 360 has more accurate conversion data with de-duplication functionality as part of its engine
Inventory
-
Google Ads has no premium inventory
-
Display 360 offers Private Market Place buying (premium inventory)
Not sure where to go from here? Shoot us a message at http://oppgen.com/contact and we’d be happy to guide you on taking the next step for creating a marketing strategy.
Remarketing Campaign Mistakes To Avoid
One of the most important aspects of any marketing campaign is remarketing. As you go about building this essential part of your marketing strategy, here are several things to keep in mind before your campaign goes live:
1. Think big, not small. Make sure that your remarketing audiences are large enough to actually retarget. Consider including users within the 60-day or 90-day windows if your audience is too small.
2. Test your standard sell message along with an up-sell message. Sometimes potential customers need an extra incentive to convert. Others may just need a simple reminder of your original offer.
3. Exclude customers who recently converted in the last 7-14 days. Although some previous customers may convert again in a short amount of time, it’s better to spend your budget on targeting those users who have not yet converted.
4. Think about including visitors from as long as 9 months or a year ago. Getting your brand name in front of them again may provide valuable results to your marketing efforts.
5. Keep other marketing channels in mind. Creating campaigns for users who visited your site from specific channels is a great way to gain insights on how each channel performs for your business.
6. Don’t set a huge budget aside for remarketing. In fact, if you’re creating your very first remarketing campaign, you won’t need to set any extra budget aside. Once your efforts gain more traction, you can evaluate if spending more on remarketing makes sense for your business.
Google Launches New Responsive Display Ads
Google recently introduced a new ad type referred to as ‘responsive display ads’ (RDA). These ads will be available as a new default ad type for the Google Display Network. Responsive display ads will let advertisers upload up to 15 images, 5 headlines, 5 descriptions, and 5 logos. Google’s machine learning algorithm will test different combinations of these elements to find the best performing combination for your campaign.
To find out how we utilize display ads for our search campaigns, head on over to http://oppgen.com/paid-search-advertising.
