PPC advertising – an effective and highly targeted way to drive traffic to your website. But here is one tip for all Adwords users to get more out of your daily budget.
Make sure your ads are not showing on the Google Display Network.
Previously known as the Content Network, the Display Network is a collection of websites on which Google adverts are displayed. You will have seen them at some point – they often look a bit like this:
Although really creative ones feature multimedia, images and creative copy to encourage their users.
The Google Display Network can be a really excellent way to increase the visibility and recognition of your brand. But, the audience that you reach by advertising this way is less targeted, usually not as far along in the buying cycle and potentially less likely to convert meaning you’ll spend more money to acquire each customer.
For example, say I decide that I really want to buy red shoes. I go on to Google and run this search:
I’m shown a variety of ads that all relate directly to my search – Office in particular is really shouting about red shoes in their ad.
Now imagine I’m reading my friend’s shoe blog. Yes, I have an interest in shoes, but I’m not actively looking to buy, I just want to keep up with my friend’s blog. If any of these adverts were to appear on her site there is a chance I’ll click on them, but unless I’m prone to impulse buying I’m much less likely to become a customer.
You need to advertise to potential customers in subtley different ways on Search Engines and the Display Network. So if you are displaying the same ads on both, chances are you are wasting your money. Not only will you get less conversions for your cash, but a drop in the Click Through Rate (CTR) of your ads can drive the cost of your ads up so you get less for your daily PPC budget.
The real danger here is that many Adwords users aren’t aware that their ads are showing on the Display Network. To find out if yours is, go to your campaign settings and look for your network settings:
If it is set to All, click Edit, and choose where you want your ad to be displayed.
Simply untick the Display Network box, and your ads will only appear on Google, and other search engines powered by Google. For anyone on a limited budget you may also want to untick the Search partners option, so that your ads only appear on Google itself.
As your understanding and use of Adwords grows and you have more to splash out on PPC, it’s worth exploring the Display Network. There are many great things that you can do with it and you can even select specific sites to appear on, to target your ads more effectively.
But, if all you want right now is the most conversions, and the most clicks at the right price, stick to Google Search and you’ll get much more from your budget.