Before we start, let take a quick look at what display advertising means. And why it is so important, especially during these challenging and uncertain times.
Display advertising is the method of marketing a service or product online through visuals such as banners, images, and videos on networks, including Facebook ads and Google Display Network. Display advertising is images, text ads, and banners put on relevant third-party websites. It is essentially an umbrella term that covers all visual ads displayed on a website.
Display advertising can be broken down into three simple categories:
- Remarketing display ads reach audiences who have already shown an interest and engaged with your business. It includes consumers who have visited your website but have not converted or purchased your business offering.
- Contextual advertising refers to the process of placing display advertising on relevant sites. Such as displaying an advert for coffee beans on a coffee shop website.
- Site placement advertising – When a business picks the precise website they would like their display ads to show up on.
Display advertising adopts a push strategy where ads target quality leads and potential customers through marketing techniques. Such as remarketing campaigns and Pay Per Click ad campaigns (PPC). However, search advertising adopts a pull strategy. In which consumers actively search for a product or service that is relevant to your niche.
The pandemic has not only changed normality as we know it, but it has rattled the way businesses market online. Ben Givon outlines the best strategy to optimize your display advertising campaigns through platforms such as the Google Display Network during the global health crisis.
Pay-per-conversions (PPC) are only accessible when advertisers make use of a target CPA strategy. A PPC means that an advertiser pays every time a lead turns into a conversion. If you have not used pay-per-conversions, Ben Givon highly recommends it as an effective online marketing strategy. For example, your Google Ads account has more than two-hundred conversions in the last month or so. You could update your target CPA (Cost Per Action) strategy to concentrate more on conversions.
Some marketers reported that they were forced to lower ad spend because of the coronavirus outbreak, which hit the volume of online traffic. As a result, most advertisers moved their display campaign bid strategies over to pay-per-conversion tactics. This is to maintain a high level of brand awareness and engagement while reducing ad spend.
Only direct conversions affect pay-per-conversion bidding. Essentially if your display advertising campaigns do not gather direct conversions, you will not get charged for indirectly acquired conversions. This marketing method could stretch your ad budgets. It’s a good idea to try this strategy regardless of whether your business has been negatively affected by the coronavirus outbreak.
Keep an eye on your placement reports more often
Since the Covid-19 global pandemic, the way online traffic behaves has changed. Furthermore, you need to monitor if the target group that you are aiming for your display advertising campaigns has changed. A great way to monitor these behaviors is through monitoring your placement reports in Google Ads regularly.
As a result of the coronavirus, more users have more time on their hands. As lockdown measures persist in an attempt to curb the spread of the virus, online traffic has surged. This increase in online traffic can either improve the performance of your display advertising campaign or damage it. Keep track of your ad placements to decide which improvements you need to make to optimize your online marketing campaign.
Optimize your managed placements campaigns
On the off chance that you have seen audience behavior change in any of your battles at that point, you might be progressively reluctant to test out various crowds. That said, you might need to invest more energy investigating new managed placement options past the ones that have already changed.
Consider all the ways consumer behavior has been affected because of the coronavirus pandemic. Moreover, consider how your target audience behavior has shifted. What are they looking for now? Have the keyword search terms changed? It is essential to spend the time and effort to research what is most relevant for your target audience amidst the global public health crisis. Once you have uncovered any shifts in consumer behaviors and demands, you will have more options for your managed placements to ensure that your online display advertising reaches your intended audience.