Every digital marketing agency emphasizes the importance of creating campaigns for each touchpoint along your customer’s journey. It’s a well-established fact that most first-time visitors won’t convert right away. In fact, statistics from clickguard.com indicate that it typically takes 7 to 13+ touchpoints before a conversion occurs. So, how can you ensure that you remain top of mind for these potential customers? The answer lies in your hands. There’s no one-size-fits-all solution, as every business is unique. However, one highly effective approach that we, as the top Google Ads marketing agency, have discovered is the use of Display Remarketing campaigns and display ads.

What Are Display Ads/Campaigns? 

In Google Ads, a display ad shares similarities with responsive search ads, featuring headlines and description lines. However, what sets display ads apart is their use of images to promote your company. A display campaign is essentially a collection of display ads. The images used in these campaigns must meet specific dimensions to fit into designated spaces where Google is authorized to display ads on websites, such as headers, footers, or side panels. The best Google Ads marketing agencies excel at crafting images that seamlessly integrate into these areas. These images can also appear as posts on social media, mobile apps, games, and virtually anywhere you encounter image-based advertisements online.

Now, How Do We Transform It into a Display “Remarketing” Campaign? 

Before delving further into this, we must confess that we wrote this blog assuming you already have a GA4 account established and linked. If you haven’t set up a GA4 account, now is the ideal moment to do so. To achieve this, we strongly recommend reaching out to a Google Ads consultant or a digital marketing agency, especially since it will be the sole option for Google Analytics as of July 1st, 2023.

Once that’s sorted, it’s time to focus on defining the audience targeting for your display campaign. Audience targeting is crucial; otherwise, your ads will reach a broad and less relevant audience. After creating your display campaign, navigate to the audience tab and select “edit audience segment.” Then, click “browse” and select “how they interact with your business.” Within this section, you should find an audience labeled “all users” under “website visitors” (as of June 2023). This audience is automatically generated when you set up your GA4 account and consists of users who have engaged with your ads or visited your website. Add this audience to your Display campaign, and voila! Your display ads will now be directed at users who have already displayed an interest in your business through previous interactions. This allows you to maintain top-of-mind presence, ensuring that as users continue their search for a product or service you offer, they’ll encounter your display ad and be reminded to visit your site. If they had a positive experience, they’re more likely to return and ultimately convert!

One Last Note: 

Bidding Strategy When initially setting up the campaign, Google automatically configures the bidding strategy as “max conversions.” However, we recommend switching it to “Viewable CPM,” which stands for “cost per thousand impressions.” It’s essentially the equivalent of “manual CPC” for display campaigns. Just remember to navigate into the campaign’s ad group(s) and adjust the “Max CPM” to a figure between $0.50 and $1.

Starting with this bidding strategy provides you with more accurate data on ad performance without excessive intervention from Google. After running for a few days, feel free to fine-tune the bidding strategy to align with your specific goals. If you’re uncertain about the best approach for your campaign, don’t hesitate to consult a Google Ads expert or a Google Ads company to address any additional questions!

Display Remarketing Campaigns: 

Got It? Great! The premier Google Ads marketing agency, Mountain Peak Marketing, recognizes that Display Remarketing campaigns are a crucial component of any successful Google Ads strategy. They help maintain top-of-mind presence for first-time visitors and offer a convenient path for returning to your website. Just keep the required image dimensions in mind when crafting display assets and include the “all users” audience. With these elements in place, you’re well on your way to efficiently capturing high-quality traffic!