Before we get started let us just 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 are put on relevant third-party websites as images, text ads, and banners. Display advertising is essentially an umbrella term that covers all visual ads displayed on a website, but it 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.
- When a business picks the precise website, they would like their display ads to show up on this is known as site placement advertising.
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). On the other hand, search advertising adopts a pull strategy in which consumers actively search for a product or service that is relevant to your niche.
The coronavirus pandemic has not only changed normality as we know it but it has rattled the way businesses market their products or services online. Ben Givon outlines the best strategy to optimize your display advertising campaigns through platforms such as the Google Display Network during the global public health crisis.
Pay-per-conversions are only accessible when advertisers make use of a target CPA strategy. A pay-per-conversions means that an advertiser pays every time a lead turns into a conversion on your business website or landing page. If you have not used PPC (pay-per-conversions) Ben Givon highly recommends it as an effective online marketing strategy. For example, let us say that 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 their 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 to maintain a high level of brand awareness and engagement while reducing ad spend.
Pay-per-conversion bidding is only affected by direct conversions. Essentially this means that if your display advertising campaigns do not gather direct conversions you will not have to pay for conversions that come about indirectly. This marketing method could stretch your ad budgets, and it is 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 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 pandemic, the level of online traffic has surged. This increase in online traffic can either improve the performance of your display advertising campaign or it could 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 testing out various crowds. That being stated, 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 important 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.