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This completely depends on your objective, but personally I believe yes.

Display is excellent if you want to target people who don’t know you yet, or who are not yet searching for your product or solution. Because of Google’s ability to target users who meet the criteria you set, if you have a good understanding of your prospects you can fill your website quickly with highly targeted traffic in the right geographical regions.

The caveat is that because display users aren’t yet searching for your products or service, they are less likely to turn into revenue immediately. This makes Display traffic less valuable than Search traffic. But, if you can work out your conversion rates and cost per acquisition, you can pay much less for Display traffic and get a really good return on investment. Display traffic is much cheaper per click than Search traffic and so you can get conversions for a much smaller budget. This is helpful for small businesses because they can target very tightly and keep their budget low.

The trick with Display traffic is that it doesn’t usually turn into transactions immediately, so you need a way to stay in touch with these users over the long haul.

One way to do this includes remarketing to these people through Google, Facebook, Linkedin, YouTube or other social marketing channels. Another way may be to send Display traffic to landing pages where they can subscribe to receive a PDF or access gated materials. Then you can follow up with them via email or telephone.

You can use Google Display to stay in touch with your remarketing audiences. It doesn’t need to be in a creepy, stalkery kind of way. You can distribute blog posts and other content marketing to your remarketing audiences so that you build trust over time. You’ll want to build a 540-day remarketing list so that you can continue to touch base with these users with helpful articles, videos and gated content. By default Google only gives you 30 days which isn’t likely to give you enough runway.

Display is really valuable for marketing events or services where Search advertising would just be too expensive. For example, Search advertising isn’t very good for Food and Beverage marketing because your margins would be significantly eroded due to the marketing cost. Using display however, you only pay when someone clicks on the ad. There will be 50-100X more people who see the ad compared to those who click on it, and those people may become customers in time.

You can also use Google Display to scale ecommerce shopping campaigns by remarketing to people who have abandoned their carts, or by showing individual products to users who might be interested in them.

Finally, display ads are very effective if your goal is to build brand awareness and you don’t care about immediate conversions. If you’re a big business and you want to get a lot of reach, you can do so quickly with google Display. With over 2 million websites in Google Display Network you can get a lot of exposure.

This tip and many others are found at https://www.petramanos.com/category/tips/


Amanda Matthews Ecommerce Google Ads
We have been working with Petra and her team at The Quantified Web for the past couple of years now. She has been helping us to build our online presence and sales with our supplement ecommerce business.
I struggle a lot with Google Ads and all the nitty gritty side to the adwords and algorithms, but Petra explains things in an easy to understand manner.
She and her team communicate with us well and frequently to keep us up to date on how our ads are running and what we can do to improve.
I couldn't recommend Petra and her team any more!

Amanda Matthews CEO of Body4Life [Ecommerce] Ecommerce Google Ads April 26, 2021

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Working with Petra and her team has given me a better understanding of the key indicators that will help in growing my business. The information and service they provide, assists me in refining my business goals and therefore would highly recommend their services.

Adam Wiles CEO of Podiatry First Sports Ecommerce Google Ads April 26, 2021

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Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

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I have been working with Petra for over a year now after changing from a much larger digital marketing provider and I could not be more pleased with the service and results my business is achieving.

With my previous providers I felt disconnected with limited communication. Petra on the other hand provides me with knowledge and information in a language I can understand that helps me make informed decisions not just about digital marketing but also my e-commerce business as a whole.

Petra has helped me navigate seasonal drops in trade creating a strategy that helped us grow and establish a healthy position in the market. It is an absolute joy to work with someone who loves what they do. I have complete confidence in recommending Petra to anyone considering e-commerce digital marketing, she is efficient, trusted and a true professional.

Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

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Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020