Using Display Ad Builder

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Dan’s work has appeared in a wide range of publications in print and online, including The Guardian, The Daily Beast, Pacific Standard magazine, The Independent, McSweeney’s Internet Tendency, and many other outlets. See other posts by Dan ShewanThe Google Display Network is massive; across this network of millions of websites, apps, and videos, you can reach 93 percent of all Internet users. In years past, though, it was considered a lower-quality way to advertise than search. Hacking the Google Display Network Image via Think with Google That’s not at all true. The GDN has way more ad inventory, lower CPCs, and is often the better choice for some advertisers.

The key is in knowing how to make the most of Google Display, to lower your CPCs, increase IT Numbers conversion, and improve your ROI. If you’ve read anything I’ve written here ever, you probably know I’m a big fan of Quality Score (QS) in Google Ads (AdWords). GDN uses Quality Score to help determine your placements and costs, but they’re pretty quiet about it – in fact, Google tries to downplay its importance. Yet we’ve found in our analysis of thousands of Google Ads accounts that higher QS typically means lower CPCs. The key to those higher Quality Scores is higher click-through rates (CTRs).







So how do you achieve insanely low costs per click on the Google Display Network? Use these five GDN hacks, which are all geared to improving CTR and driving higher QS. 1. Get to Know Display Ad Builder Sure, you can use vibrant, eye-catching images on the Google Display Network, yet 67.5 percent of the ads there are actually just text ads. Yawn. Those text ads, by the way, get far fewer clicks than image ads (0.23 percent vs. 0.31 percent, based on internal research).  you can actually get Google to pull images from your website and do about 80 percent of the work of creating display ads with your colors and branding.