Search campaigns usually get all the attention when it comes to Google Ads. Still, search marketers should keep in mind that Display ads can be powerful allies to a search strategy.
The most basic use of Display is re-marketing — or targeting users that have already visited your website. Display can go much further than that, helping to capture users in the awareness and consideration stages of their customer journey.
Search ads impact users when they are actively searching for a topic, but display ads are shown while users are browsing all sorts of websites and apps. Because of that difference, Display helps you actively create demand, with the benefit of a much cheaper cost per click (CPC) — display’s average CPC is $0.63 vs. $2.69 for search.
Another benefit of display is the ability to choose who will see your ads. You can define the profile of the target audience (ex.: demographics, in-market or affinity), or the types of context you want your ads to show (like related keywords or specific placements).
Once the campaign is running, the next step is to assess efficiency. Display ads have the same basic metrics as search ads: impressions, clicks, CTR, average CPC, cost, and conversions. They also present a new layer of insights that marketers don’t get with search: reach and frequency.
Reach and frequency data tell you how many people saw your ads (reach) and how frequently each person was impacted by it (frequency). To access this data, go to the Campaign level of your Display campaign in Google Ads, click Columns, and select Reach Metrics. The two main metrics to pay attention to are unique users and average impression frequency per user.
Unique users indicate the total number of people that were impacted by your ad. The number considers cross-device usage to avoid double counting when one person sees the same ad on different devices. The average impression frequency per user is the average number of times a person has been impacted by your ad over a given period.
These metrics can show you how efficient your targeting is for the display campaign. If your number of unique users is too low, consider broadening the targeting strategy, adding more topics of interest, for instance. If the average frequency per user is too high (aim around 3.5), you also need to broaden your audience, and to add a frequency cap to your account, which will limit the number of impressions per user.
All these metrics will work together so search marketers can understand their customers better. And they may help you capture potential leads even before they type a keyword on Google.