Three Key Marketing Objectives You Can Achieve with Google Display Ads

What are the three marketing objectives that can be met via targeting on Google Display Ads?

Google Display Ads provides businesses with powerful opportunities to promote their products and services by reaching vast, diverse audiences across the internet.

Unlike search ads, which appear in response to specific search queries, display ads are shown on websites, apps, and other online platforms, offering greater potential for visual and creative engagement.

Through sophisticated targeting options, businesses can achieve a range of marketing objectives by spending money on well-targeted ad displays.

Build awareness, drive website traffic, and boost conversions with Google Display Ads

Here are the three primary marketing objectives that can be met through Google Display Ads targeting:

  • Build Brand awareness
  • Drive website traffic
  • Boost conversions and sales

Let’s delve deeper and see how each of these are key marketing objectives of Google ad displays.

1. Building Brand Awareness

brand awareness

Brand awareness is a crucial objective for businesses looking to introduce new products or increase the visibility of their brand.

Google Display Ads are ideal for this because they allow companies to reach a wide range of potential customers by displaying their ads on relevant websites, apps, and YouTube channels.

This helps businesses to increase visibility and familiarity among a targeted audience.

How do targeted Google ads support Brand Awareness?

Google’s display network offers demographic, affinity, and interest-based targeting. These methods allow advertisers to reach potential customers based on specific criteria such as age, gender, lifestyle interests, or habits.

For instance, a fitness brand might target people who regularly visit fitness blogs or watch exercise-related content. With display ads appearing in contextually relevant environments, businesses can enhance brand recognition, leaving an impression even if a user does not immediately convert.

Additionally, Google allows advertisers to choose “impression-based” targeting to maximize reach. This type of targeting focuses on showing the ad to as many relevant people as possible, regardless of whether they click on the ad or not.

The objective is to imprint the brand in the audience’s mind, building familiarity that leads to future engagement.

2. Driving Website Traffic

website traffic

Driving relevant traffic to a website is another key marketing objective that Google Display Ads can help achieve. In most cases, marketers rely on SEO, referral or direct traffic. But for quicker wins and agile website traffic generation, google ads are the best way to stay ahead of everyone else.

How can Google ads support website traffic generation?

Behavioral and contextual targeting methods play a critical role in driving traffic. Behavioral targeting focuses on users’ past online activities and engagement patterns. For example, advertisers can target users who have previously visited their website but didn’t make a purchase, a tactic known as retargeting.

Retargeting allows businesses to reconnect with users who have already expressed interest in their products or services, increasing the likelihood of them returning to the site and converting.

On the other hand, contextual targeting matches ads with the website content a user is browsing. For instance, an online retailer selling eco-friendly products can show ads on sites or articles about sustainability and environmental topics.

This increases the ad’s relevance, making users more likely to click and visit the website.

3. Boosting Conversions and Sales

Boosting Conversions and Sales

Ultimately, every business aims to convert website visitors into paying customers, and Google Display Ads can play an essential role in meeting this goal. Through precise targeting, businesses can guide users through the conversion funnel, from awareness and consideration to action, such as making a purchase or filling out a form.

How do Google ad displays support conversions and sales?

Remarketing and in-market targeting are two highly effective tools for boosting conversions and sales. Remarketing targets users who have interacted with a brand’s website, reminding them of the products or services they viewed, and encouraging them to complete the purchase.

For example, a user who added an item to their shopping cart but did not check out can be retargeted with ads offering a discount or special promotion, motivating them to finalize their transaction. This is why Google display ads are powerful marketing tools for e-commerce businesses.

In-market targeting focuses on users who are actively researching or considering purchasing a product or service similar to what the advertiser offers. These users have high intent, making them more likely to convert.

Here’s another example: a car dealership can target users who have been comparing different car models or reading reviews online, guiding them to take the next step, such as visiting the dealership’s website to book a test drive.

Google also offers conversion tracking tools that allow advertisers to optimize their campaigns by analyzing which ads are driving the most conversions, enabling better targeting over time.

Conclusion

Google Display Ads offer powerful targeting features that allow businesses to achieve various marketing objectives. Whether the goal is to build brand awareness, drive website traffic, or boost conversions and sales, advertisers can leverage a wide range of targeting options to meet their specific objectives. 

One must, however, take into consideration, the expenses associated with display ads. While display ads are cheaper than the average cost per click in Google ads’ search network, they must be carefully managed.