Major Announcement on the Google Display Network!

Google AdWords is known for rolling out updates. Space Digital is known for explaining them in simple terms you will actually understand. And today, we have an exciting update on the Google Display Network that you NEED to know about!

So grab a quick cuppa and sit back for a quick two-minute read about this absolute game changer.

What is the Google Display Network?

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There are many reasons people result to the Internet for quick finds, answers and inspiration. Whether it’s on the Google Search Network looking for a service, or browsing dozens of websites for that next bargain, Google AdWords provides the perfect opportunity for potential customers to discover and locate your brand.

But how will your audience find you if they don’t know what to search for?

That’s where the Google Display Network comes into play.

Display Ads are position, or ‘displayed’, on Google’s partnered websites rather than search engines. They can be presented as images or banners ads in and around external websites of interest, such as to the side of a webpage, throughout articles or at the footer of a website.

Advertisers who want to promote a product or service will often use Display Ads in their marketing plan. Display Ads are shown when a user has engaged in a specific action you have set out, for example, they may have searched for a similar products or a keyword. You can also use Display Ads for remarketing purposes to target users who have already shown interest in your website or products.

There are over two million websites on the Google Display Network. And according to Google, the Display Network reaches over 90% of Internet users. That’s A LOT of people!

What’s the update?

Google announced this week that a new ad type will soon be coming into play – the Responsive Display Ads.

Over the coming months, these innovative ads are said to become the global default ad type on the Google Display Network. So if you’re using the Google Ads platform and don’t want to fall behind, we suggest you keep reading on …

Responsive Display Ads are similar to Google Responsive Search Ads, where you can upload and generate multiple ad combinations. Currently, you can create up to five different headlines and four different descriptions with Responsive Search Ads.

Responsive Display Ads will soon allow advertisers to create up to 15 images, five headlines, five descriptions and five logos for advertising purposes on the Display Network.

And the best part? Google will self-test different variations of your ads to find the combination that works best. Then, Google will automatically adjust your ads’ size and format to fit the appropriate ad spaces on the Display Network

Why should you care?

Let’s start with the obvious benefit of this remarkable new ad type …

Once you’ve supplied your creative (images, copy, etc.), Google will act as your very own personal marketing assistant by generating ad variations and measuring their performance. Google will then report how effective each headline, description, image and logo variation is. They are rated on a scale of “Learning”, “Low”, “Good” or “Best”, and then adjustments will be made accordingly.

But the advantages of Responsive Display Ads certainly don’t stop at convenience!

According to Google’s analysis data, “uploading multiple headlines, descriptions and images results in an average of 10% more conversions at a similar CPA, versus a single set of assets.”

Furthermore, Google found that advertisers who ran both standard Display Ads and Responsive Display Ads at the same time received 50% more conversion at a similar cost-per-acquisition, compared to just uploading an image ad alone. That’s a significant difference to your ROI.

It seems utilising this latest ad type has the potential to save you time and money. The team at Space Digital are already preparing for our clients to get onboard for when the feature goes live.

You can read more about the Google Display Network announcement on the Google Aads help page here. In the meantime, if there’s something you want us to cover in our next blog post, let us know in the comments below!