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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, a specifically targeted cold audience, or it’s for a restaurant or event where people can just turn up without having to click through to your website.

The usual behaviour around display ads seems to be that Display ads from unknown brands are annoying, and get a very low clickthrough rate. You see results from them when people know your brand already, and so they serve as more of an update. Just like a subscriber email vs a cold outreach email.

The good thing is that remarketing lists 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, it’s important to get them to click through to your website so that they can be added to your remarketing lists, email subscription etc.

Once you have a remarketing list, you can get more impressions to those people by simply paying a higher CPC to Google.

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

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

brett leggett

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

Kiley Hay Baby Carriers Australia

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

Jodi Benjamin Ecommerce Google Ads

I engaged Petras services because I was looking for someone to manage my google ads for my ecommerce business. I got that and SO MUCH MORE.

I was always very intimidated by google ads. I simply could not get my head around how to run and optimise a successful campaign, so I did not use it.

Then someone recommended Petra and my world changed. She is very data orientated, very analytical and razor focused on the small details, everything I am not good at. I never ever log into my google ads because I know Petra and her trusty team are all over it, and my google ads continue to drive very profitable traffic to my ecommerce store.

Since having Petra on my team I have grown considerably and I get about a 10x ROAS from my google ad spend. She has an open door and always has time for me and my million questions.

To top that all off, she is also a super nice and friendly person and has become a customer and huge fan of my brand. What more could you want! .

Jodi Benjamin CEO of Life of Colour [Ecommerce] Ecommerce Google Ads April 13, 2021