How Display Advertising Drives Performance for Online Marketers

Few would argue that online display advertising is playing an increasingly important role in the marketing mix. Google Inside AdWords highlighting a few brands today, display was an integral part of their broader marketing strategy. "To make it work, they tapped into a robust display advertising toolbox and applied targeting, creative, measurement and optimization solutions […]

Few would argue that online display advertising is playing an increasingly important role in the marketing mix. Google Inside AdWords highlighting a few brands today, display was an integral part of their broader marketing strategy. "To make it work, they tapped into a robust display advertising toolbox and applied targeting, creative, measurement and optimization solutions that made the most sense for their campaign objective," Google said.

Google says "Great display advertising happens when smart strategies are applied in three key areas:

"Finding the right customer
Reaching just the right audience is at the crux of any successful campaign. In fact, marketers are saying the biggest driver of increased display budgets is the availability of better targeting technologies. (1) From remarketing strategies that reach 84% of users on a typical list, to interest categories that show interested users your message while respecting user privacy, we're constantly innovating to precisely connect your message with your audience.

Showing them the perfect ad
With display, marketers have a wide-open canvas to connect with consumers to drive the results they care about. And an effective ad can come in any format. In fact, many of the brands we're highlighting today used Standard IAB display ad units but with compelling messaging and beautiful creative that really resonated with their audience.

Measuring and optimizing effectively
Advertisers have always benefited from transparency into exactly where ads run, their costs, and the right metrics to measure campaign performance, providing actionable insights to optimize their campaigns. Our recent investments in measurement and optimization take this further. Marketers can now see a complete picture of the chain of impressions and clicks that drives campaign performance with Multi-Channel Funnels. And applying Google's 10 years of experience in developing optimization algorithms, we've launched tools like Display Campaign Optimizer, which can be used to do fully automated bidding and targeting to boost conversions and ROI," explains Google.

Multi-Channel Funnels shows which marketing channels customers interacted with during the 30 days prior to converting or purchasing, allowing marketers to see which channels initiate, assist, and complete conversions. You can measure all of your digitally trackable channels (Paid Search -all search engines, Organic Search (all search engines), Referral, Affiliate, Social Network, Email, Display and even offline sources like TV, Radio via vanity URLs.

Display Campaign Optimizer is a new tool that increases conversions by automatically managing targeting and bidding for campaigns appearing on the Google Display Network. You simply set your target cost-per-acquisition (CPA), and the Display Campaign Optimizer automatically determines the appropriate placements to show your ads at the right prices to help you boost conversions, based on your CPA goals.

Let's take a look at the each brand:

Airbnb increased the number of nights booked from 800,000 to 2 million with help from remarketing on the Google Display Network and TrueView video ads on YouTube.

Groupon acquired millions of subscribers with the help of contextual targeting and auto-optimization on the GDN.

ShoeDazzle got 45% of their conversions from the Display Network by applying a variety of targeting and optimization tools.