Testing Google Display Ads

Google’s display network is massive, encompassing more than 4 billion daily page views, 700 million monthly users, and reaching more than 80% of the online audience.

Yet, with all this inventory, many marketeers fail with display marketing, often because they have set incorrect goals or because they don’t understand how all the targeting options work.

The targeting options can help you increase your reach, or narrow down your reach across the display network.

However, it is best to start with a simple formula:

• Research just a few websites where you should receive excellent traffic
• Test your offer on just those few sites
• If your offer fails, examine why and refine the offer
• If the offer succeeds, then expand your reach

Too many marketeers skip the offer testing in a controlled environment and try to test offers in the wild. This is something that should be avoided as there are too many variables that occur across the display network, meaning that they wouldn’t be able to know if it’s the traffic, the offer, or the landing page that is causing the issue.