The new and improved display expansion for Search campaigns can drive more conversions on the Google Display Network by utilising any unspent Search budget at a similar cost 🔎
How Does It Work?
Your ads will appear when consumers search for terms on Google Search and search partner sites that match your keywords. They will also show on the Google Display Network buy are shown very selectively and the bidding is automated. This format helps your ads reach consumers who are interested in your products/services.
The new and improved Display Expansion uses improved signals and methods to predict the channels your ads will perform best and has a higher benchmark for when to show them. Using this automated targeting, you'll find high-performing audiences which can result in more conversions.
What is the Google Display Network?
Source: Search Engine Journal
The Google Display network is a group of over 2 million websites, videos and apps where your ads can serve, which reaches over 90% of internet users. They provide visual ads which can be more engaging with potential customers, in the form of Youtube ads, image ads, Gmail ads and responsive display ads.
This helps to capture the customers' attention earlier in the buying cycle and can keep reminding them of your product once they've viewed it. It can use remarketing data to target people who have visited your site or in-market audiences to target prospective users who are most likely to be interested.
Is it worth it?
The Display Expansion is a simple way, cost-effective way of growing the reach of your ad campaigns using your existing search ads and audiences. It can cause a surge in impressions, but that doesn't always translate to conversions (especially when first set up).
However, by being able to tap into Google Display Network you can target a much large customer base using the hard work already done for your search ads. Ultimately, having more impressions and people discussing your brand can often lead to an increase in leads and sales.
All Google Ads Images must be able to fit certain aspect ratios with a resolution of at least 1080x1080 pixels so that it fits Google's Format and is a high-quality ad to show to customers.
If you would like to learn more about Google's Display Network and the Display Expansion or speak with a member of our team please contact us at firstname.lastname@example.org and we'll be sure to help!