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Customers are always on the lookout for more information, whether they’re casually browsing, comparing product benefits, or almost ready to hit the buy button. Discover how Google Display Ads can effectively reach customers with engaging, informative messages, wherever they are in the marketing funnel.
What are Google Display Ads?
If you’re looking to connect with potential customers and highlight your products and services in a visually compelling manner, Google Display Ads are the perfect fit for your advertising campaigns.
They’re visual and customisable ads, which — via the Google Display Network (GDN) — have the potential to be displayed on millions of websites, mobile apps, and Google platforms such as YouTube.
Display Ads are sometimes mistakenly only considered useful for ”top of the funnel” marketing — introducing customers to your business for the first time. However, due to their potentially vast distribution, AI-powered creative, and audience selection tools, Google Display Ads are highly effective throughout the marketing funnel.
Build brand awareness at the top of the funnel
For brands, the initial stage of a buyer’s journey should be all about fostering awareness. Here, at the top of the marketing funnel, Google Display Ads can play a pivotal role.
Whether you’re a new company or branching out to a fresh audience, Display Ads are instrumental in showcasing what you have to offer. Leveraging the reach of the GDN allows you to connect with a vast audience, with individuals who are aware of a need or problem but might not be familiar with the available solutions or the brands offering them.
Display Ads, with their visual appeal, often stand out more than text-only advertisements, making them particularly effective for grabbing attention and making a good first impression.
Even in this early phase, Display Ads can be finely tuned to specific audience segments, based on their interests, demographics, and online behaviour. This allows you to show your ads to the people who are most likely to be interested in what you have to offer, even if they’re not actively searching for your business.
By introducing potential customers to your brand in an engaging and memorable way, you’re laying a strong foundation for deeper connections in later phases of the customer journey.
Increase consideration in the middle of the funnel
A successful middle of the funnel persuades potential customers to consider your products or services.
While tactics such as compelling visuals and audience targeting are key for building awareness with Google Display Ads, they can be refined further for the consideration phase.
You can use Display Ads to retarget people who have visited your website but haven’t yet converted. This can be a great way to remind them about your brand and products or services and to encourage them to come back and make a purchase.
You can also help educate potential customers about your products or services in more detail. For example, you could create ads that highlight the features and benefits of your products or services or that answer common questions potential customers may have.
In the consideration phase, it’s particularly helpful to align ads with a website’s content, called contextual placement. For example, a sports retailer might place ads for running shoes on a fitness blog.
While you can use similar approaches with other ad types, the visual nature of Display Ads and the wide reach of the GDN helps ensure your message is delivered with maximum impact.
What is contextual placement?
Read more
Drive conversions at the bottom of the funnel
Display Ads can be highly impactful in the final stage of the buyer’s journey, when consumers are ready to make a purchase.
They can be used to promote special offers, such as discounts or free shipping, which can help to encourage consumers to take that final step and convert.
You can also make the most of Display Ads’ rich media, such as video or interactivity, giving customers the insights they need to go ahead and purchase. Testimonials from happy customers, how-to demonstrations, or aspirational lifestyle shots are all powerful conversion tools.
Google Display Ads are a cost-efficient and effective way of bringing customers closer to your brand, wherever they are in their purchasing journey. As part of a wider campaign including Search ads, remarketing, social media posts, and YouTube campaigns, you can make sure you’re delivering a finely tuned full-funnel marketing campaign.