Google pulls a page from Facebook's book and restructures Display campaigns around marketing objectives (as opposed to key features). Although the sudden change in interface may come as a surprise to some of you, this one is Image Masking absolutely for the best. Here's what you need to know about your existing display campaigns (including retargeting) as well as key points to consider when creating new campaigns. Let's start with the changes: New Google Display Network interface Image Masking Display campaigns have always worked around these three key strategies, but it was up to the advertiser to make sure their campaigns worked accordingly. Given the breadth of reach of many campaigns, competing goals often end up in the same Image Masking campaigns, resulting in wasted spend, fragmented demographic targeting, and low ROI. Marketing objectives in the new display interface Not anymore! Google forces us to decide upfront what we want from the campaign so we can't get in the way.
Going forward, you'll need to choose one of these three marketing goals: Building awareness: This is a fairly simple goal and the most common use case for the Display Network. When structuring an outreach campaign, the goal is to Image Masking get your ad in front of as many people who are likely to be a prospect, as often as possible. The structure is 100% CPM (cost per impression) and your budget should allow for high impression and low CTR. Influencer Consideration : As the name suggests, these are ads shown to people who may already be familiar with your brand or have already begun their research process for the products/services you offer , but haven't visited your site recently (within the last 30 days). Depending on your industry and the sales cycle associated with it, you may Image Masking find it more useful to get people to download a whitepaper than to visit your site. Plan to pay a little more for the clicks than for the awareness campaign, because ultimately you want them to click on the ad to do the activity you're promoting, but not live up to Drive Action : This is the home of transactional display. Whether you're running a retargeting Image Masking campaign, vying for app downloads, asking people to call you, or any other transaction-oriented action, the nature of parameters and copy are closest to PPC formulas. .
While we're still bidding from a CPM perspective, we may begin to introduce slightly higher bids for clicks, as well as dynamic product ads. Of all the Display Network campaign types, this one relies the most on a Search Network equivalent. If you follow a user with a display ad, when they see your PPC ad in search results, they'll be more Image Masking likely to Exploration of "Drive Action" display campaigns New Drive Action options in the Google Display Network interface Since the third campaign type offers the most transactional possibilities, let's dive a little deeper into the next set of options you'll see once you choose the "Call to Action" campaign type: Buy from your website : There's a reason Google Image Masking invites you to create your retargeting campaigns here - real retargeting is recapturing a user who abandoned a cart or seemed like a good fit by their session length , but failed to fill out the lead capture form.