Just as there are a myriad of AI platforms that claim to work wonders for a digital campaign, only a select few truly add value to the advertising equation. Advertisers face similar issues in choosing the best display ad platforms for their numerous needs.
While there are certainly many to choose from, the Google Display Network (GDN) continues to be an outstanding choice for advertisers looking for an effective combination of audience size, convenience, insight, and agility to effectively keep pace with an ever-evolving marketplace.
As a few examples demonstrate, certain companies and verticals have realized significant positive impact on their advertising metrics simply by incorporating GDN into their overarching marketing strategy.
Remarketing Through GDN: Dealix
While we've spoken at length about the importance of remarketing in a segmented and busy marketplace, it is yet another example that is excellent in theory but inefficient in practice if not implemented correctly. Dealix, a market leader in auto sale lead generation, turned to GDN for that specific reason – to seamlessly scale a campaign across the vast spectrum of distribution channels and devices to form a constant, customized message.
Accounting for over 500,000 auto sales per year through its lead generation network, Dealix is no stranger to the influence of remarketing in engaging an audience and converting for its client manufacturers. However, in developing its remarketing strategy, Dealix had been investing significant amounts of time, effort, and money by creating individual display ads for each of the top 100 car models every year.
To lend the process a much-needed infusion of cost and time efficiency, Dealix turned to GDN and its Dynamic Remarketing tools to streamline their efforts. By creating a central ad template that could generate customized display ads for the 100 top cars, Dealix was able to take advantage of GDN's remarketing tools to scale the campaign.
In fact, with 10% to 15% growth in overall conversions and a staggering 97% increase in clicks from mobile ads using the GDN's Dynamic Remarketing, Dealix was obviously able to use GDN to its advantage in the competitive auto sales market.
Vivid Imagery For Verticals With an Aesthetic
Obviously, for verticals that rely on aesthetics as a primary driver for sales, display ads can be a powerful component of their overall marketing strategy. From clothing and shoes to furniture and visual media, imagery can greatly help brands engage their audience and build unique identities.
Loews Hotels is an upscale brand that routinely relies on the printed and digital image in its overall strategy to convey a particular aesthetic to potential guests. In an effort to completely overhaul its marketing strategy, Loews recently turned to GDN – specifically its remarketing and similar audience tools – as the centerpiece of a more defined commitment to online channels.
Using its Loews Regency property in New York City as a launching point, the company reallocated its marketing budget from 70% print to 70% digital, 60% of which went towards display advertising with vivid imagery meant to invoke a luxurious, pampered tone to the viewer. The results were immediate with 60% revenue growth and 57% increased bookings, all while enjoying a 9% reduction in acquisition costs. Although the original ad campaign was only 3 months long, the company has since adopted the display-oriented strategy across all of its properties.
GDN Streamlines A/B Testing: The Honest Company
Nearly every company that relies on some semblance of digital advertising is faced with maximizing the impact of their message across a seemingly infinite number of affinities and segments. Obviously, A/B testing should play a vital role in measuring the impact any particular ad might have on a given customer group.
The Honest Company was posed with this very dilemma as it searched for efficient ways to test and measure their ads utilizing the CPC framework they already relied upon. To address the issue, the company used the Campaign Drafts and Experiments function within the Google Display Network side of AdWords.
Initially, their intention was to test a new bidding strategy's impact on conversion rates for specific landing pages. However, happy with the initial results, the company ultimately used the Campaign Drafts and Experiments function to measure the impact of different copy with different landing pages to gauge the resulting conversion rates for particular category pages.
As a result of their efforts using GDN, the Honest Company experienced a 47 percent rise in ROAS when directing potential customers to customized landing pages. The extreme convenience granted by GDN for such experiments, along with providing the key metrics needed to properly gauge results, increased the speed of the testing process by 50 percent.
Utilizing Extensions on GDN: Home Depot
One of the most significant benefits of using GDN is its flexibility in providing customized solutions for particular needs. The various extensions available on GDN are the foundation to that flexibility, allowing advertisers to distribute messages according to particular criteria. The location extension is a perfect example of this function and can be used to target an audience within a specific geographic area.
Home Depot recently used location extensions for their mobile ad campaign on GDN to increase in-store traffic and sales. The company's specific goal was to target the DIY niche rather than the professional contractor side of their customer base.
As a test run, the company ran dynamically generated mobile ads using mobile location extensions for 20 of its highest volume stores over the course of a month. Initially, they targeted customers interested in outdoor garden and lifestyle products using a 15-mile radius around each of the 20 stores.
Once the initial run was complete, the brief experimentation with GDN proved to be a resounding success, resulting in an eight-fold increase on mobile display ad spend for in-store ROI. Perhaps most importantly, however, given their initial goal to specifically drive in-store traffic and sales rather than online customers, 93 percent of the sales generated by the month-long ad program occurred in-store. Due to this success, the company has expanded the program to nearly all of their stores nationwide.
The Google Display Network can be a powerful tool for advertisers looking for a cost-efficient, flexible solution to reach a highly segmented audience. When combined with AI-based creative solutions from ReFUEL4, campaigns can efficiently identify, engage and convert the customers all brands are competing over within an extremely competitive environment.