For a majority of advertisers, Display remains a rather obscure marketing lever, and for whom optimizing its Display campaigns correctly can prove to be a real nightmare …
“Too many robots on this network”, “bounce rates are too high”, “Display never worked for us” … are phrases we often hear from advertisers. And rightly so …
Yes, the web is made up of more than 50% of robots. Launching campaigns on this network is therefore at great risk of buying robotic traffic and making Google a little more fat at our expense.
However, there are many customer cases for which the Display has proven to be a real growth driver.
Here is for example the profit generated by one of my clients on Display VS Search on August-September 2019.
To deprive yourself of this is to cut yourself off from a very important potential source of income.
However, it is true that the display network is not for everyone. But before you resign yourself and forget about this network, do not trust your intuitions and be data-driven before making a decision!
Here are 5 data-driven tactics you can implement to improve the profit of your Display campaigns.
1. Use your keyword tops in personalized intention audiences
Being data-driven means knowing how to use the data at our disposal to make better decisions in optimizing your digital strategy. Let’s not forget.
So, if you have very profitable search keywords, why not take advantage of them to optimize your display campaigns?
As a reminder, custom intent audiences allow you to target audiences that have demonstrated a recent research intent on the keywords you have chosen to target.
To do this, go to the audience section of your Display campaigns and click on “new audience with personalized intent”.
Then enter your Top keywords from the search network.
You then get an audience gathering only users with a high conversion rate on the search. It is therefore very likely that your Display campaigns targeting these people are also (if your message is relevant obviously).
Little extra tip. Just like SKAGs on the search, don’t hesitate to do the same on the Display. To do this, enter only one keyword per personalized audience.
This will allow you to identify precisely which keywords work best on the display network. You can also continue to optimize and increase your ROI by focusing only on these, and removing the wrong keywords from your display targeting.
2. Remove irrelevant networks to optimize its Display campaigns
Optimizing your display campaigns is a lot like optimizing your campaigns on the search network.
Just like in search when you insert negative keywords, it is essential that you regularly consult the placements on which your display ads have appeared and that you exclude those that are disastrous for your profitability.
To do this, start already with the device reports. And lower the bids, or even stop broadcasting on certain devices if the results are too bad. For example, mobile applications.
Then check the location reports. And do the same.
Finally, by default exclude the worst placements (games, applications, etc.). From experience, the robot concentration is far too strong.
The goal for you is really to ensure an ultra optimized distribution on the Display to maximize your profits.
3. Use optimization for specific conversions
Launched recently by Google, optimization for a particular conversion is essential on the Display network.
In fact, the vast majority of the web being made up of robots, it is important to optimize your distribution on conversions that robots cannot easily (or not at all) do.
Prefer therefore conversions of type “transactions”, “sending of form”, “subscription” and ABSOLUTELY avoid conversions of clicks type (telephone number, email address…) or Page view (except confirmation page).
Indeed, the purpose of a robot is to scroll through your site and more often than not, the latter will click on all of the buttons on your site and visit a large number of pages. If you optimize for bad conversions, Google’s algorithms will not be long in optimizing your delivery only to robots, because these robots cause a large number of click-type conversions.
On paper, this gives great results. In reality, it has no business value.
So only optimize for “MACRO CONVERSIONS” on the Display.
To do this, go to your Display campaign settings and click on the “conversions” tab. Then choose to optimize your delivery only for macro conversions.
4. Optimizing display campaigns using dynamic remarketing
One of the main advantages of the Display is that it offers you the possibility of remarketing your users with a personalized message according to the content they have viewed on your site.
For example, if you are an Ecommerce site, dynamic remarketing allows you to re-target all of the users who have abandoned their basket, with exactly the product or products they have added to it.
Even if its implementation is not always easy, it is a lever that you must use if remarketing is of interest to you.
However, how do you make sure dynamic remarketing can work for you?
Be data-driven 😉
Start with a classic Display campaign focused solely on the remarketing of your web visitors. Propose a relevant and original message and let the campaign run for a week or two. Then analyze the results and if the ROI seems good, go ahead and set up dynamic remarketing!
By carrying out this simple test, you have tangible proof that dynamic remarketing can be good for you, and that the costs incurred to set it up will certainly be profitable.
5. Cleverly mix auction strategies and audiences
Last point for the most daring 😉
As you probably know, not all automatic bidding strategies are created equal.
Target CPA, Maximize conversions, ROAS… each strategy is more or less interesting depending on the case. I refer you to my videos on the subject to know when to use each smart bidding strategy.
Just as you can use different bid strategies on different search campaigns, you MUST do the same when it comes to optimizing your display campaigns.
Don’t just have one Display campaign, but more than one depending on the target audience.
For example, very profitable and highly targeted audiences will benefit from being mixed with “maximizing conversions”, when larger audiences can be judiciously juxtaposed with target CPA.
Do you use the Smart Display? Very well ! So rotate to target ROAS as soon as you have enough conversions, etc.
Learn how to handle each audience with each automatic bidding strategy, test, optimize, and your final ROI will reach new heights in search 🙂
So in the end is it so difficult to optimize your display campaigns? 😉
You now have all the weapons you need to get started with Google Display campaigns and maximize your ROI.
It’s your turn !
And you, what data-driven strategies do you use on a daily basis to improve the performance of your Display campaigns?
Do not hesitate to share your experiences.