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Is display advertising only good for remarketing?
I’m advertising for a client who sells a niche product/ service. I’m somewhat limited on keyword selection. I’m wondering if shifting a larger percentage of my ad spend to display could prove to be a wise tactic? Does this make sense or is display really best left for remarketing?
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15 Replies
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Worth a test. It’s also good for branding / awareness.
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Is good for more than just remarketing. Give it a try.
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My agency does tons of display advertising. We find it to be very cost effective and had yielded good results
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Display isn’t only good for remarketing. It’s great to reach a larger audience and it’s also cheaper. Because it’s also visual (obviously), it can help you get a higher engagement rate.
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Display is great outside of remarketing – as long as your audience is easily found on the Display Network. So if you can target your audience using Display keywords or building a custom audience that shows ads on pages/sites directly related to your client’s offer, then it might work well.
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Display is good for improving the performance of other lead gen marketing products. By itself, it is not very effective at lead gen.
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Display ads are fantastic. We run them for our own agency, as well as for pretty much all clients. We use dv360 for our display ads as I find audience targeting superior on tha platform, over GDN. They are 10-20% the cost of Facebook ads.
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If you are considering running display ads and are working dering this question, maybe take a course from skill shop.
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If you are a) willing to build and test landing pages and b) you are willing to toss some money down the drain until you get a good target list, then display can work quite well. Always worth a test, but evaluate and weed out the fraudulent/valueless placements daily for a while. Get to a point where you are just going after a targeted list of proven placements. You will lose money for a some amount of time before it begins to perform, if you do the work!
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The custom audiences are incredible. And responsive display ads are good too — but don’t use them for your branding campaigns. You want to maintain control over what’s being displayed.
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I see it as part of the marketing mix. We run tons of display ads through [https://www.adacado.com](https://www.adacado.com) both for retargeting and prospecting. They use AI to determine audiences, minimal setup and performs pretty good for me.
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In general, targeted display doesn’t convert very well unless you have a strong brand. Usually, you’ll see a much higher average CPA than with paid search.
It, therefore, tends to be best to just use it for remarketing or for branding.
But it’s always worth a try. If you want to give it a go I’d start with custom intent audiences and also layer that in with contextual placements.
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Depends on your KPI. I’ve run and measured ROI on dozens of display ad campaigns and I can tell you that they pretty much always yield a positive ROI – in the long run. Much of their benefit, though, comes with time – brand awareness leading to future purchases that may or may not be trackable….you will get your benefit from the display campaign but you probably won’t see it in the immediately-available campaign metrics. IF your KPI is cost per conversion + conversion volume on an e-commerce platform, the display campaign probably will not make you look good in the short term, metrics-wise. But if you are able to factor in other sources of value beyond the initial click-convert path, then you’ll find more benefit.
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Are there specific sites or pages in your industry you can target with a managed placement campaign? Think of them as the “exact match keywords” of GDN. They may be low volume but usually have a good ROI.
Then play around with retargeting and other audience options, but you WILL run into fraud issues on GDN so monitor and aggressively pause sketchy placements.
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Display advertising is a great medium to reach a larger audience, and it pairs nicely with search advertising. It’s also very visual based so if you want to make a lasting impression visually this would be the route to go. A company we use for display advertising is called [Adacado](https://adacado.com/). They provide a software that makes advertising super easy to use, and affordable. Check them out!
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