Mistakes to avoid on the Google Display Network

Nobody likes to make a marketing mistake. Not only is it embarrassing, but in some circumstances it can also cost you money and hurt the customer experience. You want to delight customers, not turn them away because of bad ad experiences full of bugs!

The best way to avoid mistakes is to know what to look for. This discussion will look at 3 mistakes many marketers accidentally fall into when advertising on the Google Display Network.

Some of these errors are problems that even veteran advertisers run into!

Mistake #: You didn’t take advantage of destination exclusions

One of the biggest challenges in marketing is reaching the specific audiences you want to target. You want to find people who are relevant to your business and likely to want to engage with your offers and ultimately convert.

There are many different ways to reach your goal. One way is to work backwards and exclude audiences you don’t want to reach. This ensures that these irrelevant audiences do not see your advertising messages.

This will actually save you money and waste less of your ad spend because clicks or ad views from these audiences rarely, if ever, result in conversions. After all, these are people who are not relevant to your business. By removing them as potential targets, you’re putting more of your ad spend on advertising to the audiences you want to attract.

Here are 6 simple steps to start excluding audiences from your Google Display Network targeting:

  • From the main page of your Google Ads account, click “Public”.
  • Then click on “Exclusions” followed by the blue ‘+’ symbol.
  • Choose to apply exclusions at the “Campaign” or “Ad group” level from the dropdown menu.
  • Choose “Affinity Audiences”, “In-Market Audiences”, or “Remarketing & Lookalike Audiences”.
  • Finally, select as many audiences as you like from the generated categories.
  • Save your changes.

It’s worth noting that audience exclusion isn’t available for all campaign types on the Display Network.

Mistake #: You annoyed people with your ads

Every person, at some point, comes across an ad they just can’t stand. Usually it’s because you see the ad over and over again. It stays like a bad smell that you can’t get rid of.

Here you have to explore this Guide: The Ultimate Guide to Dynamic Search Ads

The same thing happens in display advertising when you don’t observe frequency capping. You may have incredible guidance and a sufficient budget for the next few months, but that can be detrimental if you don’t set a frequency cap. It could mean that prospects start seeing your ads a lot, even to the point of becoming annoying.
When this happens, it can cause irreparable damage to your customer experience. Prospects who are upset are unlikely to forget this annoyance and may never want to re-engage with your business. There are many brands who invest on the google ads but not in the right direction but some brands are really worth it to look like (wordstream) and many gadgets are trending nowadays like (Best smartwatch, Best Crossbow, Best Skateboard)

Fortunately, there is a simple solution. In your GDN campaign settings, you can find the Frequency Capping option. This allows you to set how many times your ad is shown in a day, week, month, etc. This helps curb any annoying overhead that might come from too much advertising.

Another way to turn off potential customers is by creating ad experiences that are themselves annoying. You want your ads to draw users in and compel them to pay attention and even click.

However, there is a fine line between attracting attention and disrupting the user’s Internet activity. Therefore, it’s best to create eye-catching ads that don’t go overboard in terms of size (or duration, for video ads).

Mistake #: You didn’t put your goals first.

This error is not obvious to your customers or audiences, saving you some embarrassment. However, you may still have your face in the palm of your hand when you realize your ad campaigns are missing the mark.

It sounds silly on paper, but a surprising number of marketers realize that their advertising goals and strategies are out of alignment. There are several reasons why this can happen.

You didn’t set any goals to begin with

Don’t advertise on the Google Display Network because someone recommends it or because you read an article that promises to help you grow your business. Advertise on the Google Display Network because you have a goal and this channel will help you move towards that goal.

Having a goal will help you choose the right targeting options, understand which metrics are most important, help you optimize more efficiently, and much more. Without ilo, you’re throwing darts at a board, but you don’t know where the bullseye is.

Vanity metrics blinded you

Google Ads campaigns are measured through several different but connected metrics. Clicks, impressions, impression share, conversions, return on ad spend, and many others all contribute to what happens in your campaigns.

Each metric tells you something about your campaign. That said, not all metrics are created equal. That’s why it’s important to have a goal because your advertising objective will dictate which metrics are most important to the success of your campaigns.

It’s important not to be blinded by what are known as vanity metrics. These are the metrics that look good on paper and may even make you feel good, but don’t actually deliver any real value or help you better inform your strategies.

He never reviewed his campaign goals

Things change and your business sometimes finds itself changing direction. When this happens, you need to review and even change your campaign goals.
You should get in the habit of regularly checking your campaign goals and making sure they still fit in with your organization’s current direction.

If you have any questions, please ask below!