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Google Display has a weird anomaly where the nicest looking ads don’t necessarily lead to the greatest number of impressions and clicks. It all comes down to which ad slot sizes Google needs to fill, and which ads it has available to fill them. Because fixed-size display ads tend to be made for the most popular sizes only (but there are 20 different sized ad slots), Google has been pushing their Responsive Display advertising system as the best way to get impressions.

And yes, it really works, you will get loads more impressions and clicks if you use Responsive Display, and the CPCs are much cheaper as well. That said, you won’t necessarily get as high a click through rate or a conversion rate from them, because frankly, they can be a little ugly.

You’ll get more impressions if you target more broadly and increase how much you’re willing to pay for a click from Google Display Network, but only to a limit. If you increase your bids and you run out of budget part-way through the day Google will stop showing your ads and then you’ll actually get fewer impressions AND pay more per click.

Personally I don’t think that a Display impression counts for too much though unless it’s to a remarketing audience, or its for a restaurant or event where people can just turn up without having to click through to your website.

The reason I mention remarketing audiences here is because these are users who already know your business, and so nurturing the relationship by keeping ads in front of them is fine, even if they don’t click on them straight away because they can come back and buy when they’re ready. Someone who doesn’t already know your business on the other hand is almost never going to convert based on an impression, its important to get them to click through to your website so that they can be added to your remarketing lists, email subscription etc.

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

Kiley Hay Baby Carriers Australia

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

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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.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020

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Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

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Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

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Ian Gale SleepWise Clinic Analytics Dashboard August 1, 2018

charles marois olsa tools

Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020