One of the encountered challenges in Display campaigns is choosing the targeting so that the budget you set up will bring as many interested users in your product/service as you can. To help you increase the number of users, we offer two concrete ideas based on a case study of 4 Display campaigns.
- Run both banner ads and responsive ads
The types of ads you run in campaigns directly affect the number of users who reach the site by clickthrough rate (CTR). Keep your ads as attractive as possible and more varied in format.
Banner ads can only appear on sites that have a display slot available for that size, while responsive ads can adapt to size and format depending on any display slot. Moreover, the latter are based on the system’s learning capacity to combine the items you set up and display the most effective alternative.
For the study case we selected 4 campaigns and tested the impact of running responsive ads in parallel with traditional banner ads.
Result: -30% cost per click decrease and +121% click through rate increase.
- Determine and target the most suitable in-market and affinity audiences
In-market audiences are people who are actively looking for products or services,
and affinity audiences are people who have interests in a certain area. These
are audiences of high interest at a relatively advanced stage in their decision-making.
Nevertheless, it is important what audiences of this kind you choose.
In the four selected campaigns we tested the top 5 in-market and affinity excerpts from Google
Analytics. Google Analytics encompasses all site visitors to these types of audiences.
The rule we chose was the highest order volume and conversion rate from direct and organic traffic only. This way we determined in which audience the users who bought from us are in and the specific Google searches they made, so that we could target similar people.
Result: -6% cost per click decrease and +46% click through rate increase.
Conclusion: After these 2 optimizations we managed to bring 35% more site users with the same budget and we tripled the click through rate.
For more practical advice about Google Ads follow our INOBOX Facebook page.