{"id":8263,"date":"2019-04-03T17:39:15","date_gmt":"2019-04-03T12:09:15","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=8263"},"modified":"2019-12-09T11:53:07","modified_gmt":"2019-12-09T06:23:07","slug":"ppcchat-display-advertising-is-it-still-worth-it-2nd-april-2019","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-display-advertising-is-it-still-worth-it-2nd-april-2019\/","title":{"rendered":"PPCChat | Display Advertising \u2013 Is It Still Worth It? | 2nd April 2019"},"content":{"rendered":"

Hosted by Julia F Bacchini, this week’s PPCChat session discussed about Network used by PPCers for Display Advertising, Is Display Advertising still worth to use\u00a0 and more.<\/p>\n

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Q1: Are you currently doing advertising on any display networks? If so, which ones?<\/span><\/span><\/span><\/strong><\/p>\n

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GDN and Crieto with clients. One client use to have Adroll and we stopped that. We’ve also run Quantcast in the past. @duanebrown<\/a><\/span><\/span><\/span><\/p>\n

YES! GDN, Oath, Quancast, some premium and one of my clients LOVES criteo.@JuliaVyse<\/a><\/span><\/span><\/span><\/p>\n

GDN. @jord_stark<\/a><\/span><\/span><\/span><\/p>\n

None, just started ppc. @slidecoach<\/a><\/span><\/span><\/span><\/p>\n

GDN and some Bing for me.@lchasse<\/a><\/span><\/span><\/span><\/p>\n

The good old GDN . @amaliaefowler<\/a><\/span><\/span><\/span><\/p>\n

Googly Display Network @jlash_digital<\/a><\/span><\/span><\/span><\/p>\n

Yep, GDN, YouTube, Gmail (I count them), Bing Native and some secondary. @JonKagan<\/a><\/span><\/span><\/span><\/p>\n

Yep same — GDN. @HayleyDeee<\/a><\/span><\/span><\/span><\/p>\n

Depending on client – We do programmatic, Yahoo Native, GDN. @360vardi<\/a><\/span><\/span><\/span><\/p>\n

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Q2: What types of campaigns are you running on those networks?<\/span><\/span><\/span><\/h4>\n

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\u00a0A mix, we do remarketing, lookalike, and keyword targets, 50% overlayed with specific placements, focus on brand awareness, but got one that converts a lot, which we just cant explain its success . @JonKagan<\/a><\/span><\/span><\/span><\/p>\n

remarketing, responsive\/smart display…trying to capture TOF and BOF . @jlash_digital<\/a><\/span><\/span><\/span><\/p>\n

I should elaborate that with Display we’ve been testing static v.s. smart display and we tend to use custom intent audiences or in-market audiences. @amaliaefowler<\/a><\/span><\/span><\/span><\/p>\n

I mostly run a variety of lead gen, remarketing, and responsive\/dynamic for cart abandons.@jord_stark<\/a><\/span><\/span><\/span><\/p>\n

We like to split things into 2 separate \u201ctypes\u201d. Demand Creation, and Demand Capture. Demand Creation will look like finding a \u201ccolder\u201d audience and positioning the client brand. Capture will look primarily like Remarketing \/ Dynamic Product Remarketing.@PPCKirk<\/a><\/span><\/span><\/span><\/p>\n

Placement, Gmail, Remarketing, YouTube, Topic and In-Market. @ValenciaSEM<\/a><\/span><\/span><\/span><\/p>\n

Remarketing mostly. Sometimes some in-market based. Or if the client has a good view of their audience we do some audience + placement targeting at the top of the funnel. <\/span>@StephanieErne<\/span><\/a><\/span><\/span><\/p>\n

If a compnay doesn\u2019t have solidified messaging, I like to test it out through GDN because it\u2019s so cheap! For B2B you get a lot of crap leads so I usually transition to a more expensive platform i.e. LinkedIn when I feel I have messaging nailed down. @markpgus<\/a><\/span><\/span><\/span><\/p>\n

Vast majority is remarketing. For many of my clients, the awareness role that display played in years past has been shifted into Facebook advertising.@NeptuneMoon<\/a><\/span><\/span><\/span><\/p>\n

(1) Remarketing is the big one for me. (2) Prospecting and (3) Brand building for some fairly new brands to the market. @lchasse<\/a><\/span><\/span><\/span><\/p>\n

Tested retargeting, lookalikes, pay-per-conversion, and some audience-specific camps in GDN. Some pockets of success, mostly with retargeting & audience targets.@SEM_PPC_MattV<\/a><\/span><\/span><\/span><\/p>\n

All kinds of remarketing! Like we talked about last week, I like to keep \u201cnewsletter\u201d nurture type content running just because it builds goodwill and helps give people the opportunity to see something outside of \u201cour funnel\u201d . @markpgus<\/a>\u00a0<\/span><\/span><\/span><\/p>\n

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Q3: What is working well in display for you right now?<\/span><\/span><\/span><\/h4>\n

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Custom Affinity (Targeting URL’s similar to those of competitors) and custom intent. (based on converting KW’s if you have enough.) @jord_stark<\/a><\/span><\/span><\/span><\/p>\n

So this is different than what everyone else is saying but\u2026 Use the top performers from here https:\/\/support.google.com\/adsense\/answer\/6002621?hl=en<\/a> \u2026 and HTML5 ads FTW. @markpgus<\/a><\/span><\/span><\/span><\/p>\n

Custom Affinity (Targeting URL’s similar to those of competitors) and custom intent. (based on converting KW’s if you have enough.) @jord_stark<\/a><\/span><\/span><\/span><\/p>\n

Specific placements+Look A Alike or Remarketing Audiences. @JonKagan<\/a><\/span><\/span><\/span><\/p>\n

Dynamic remarketing has been great with some ecom clients. All our ATC and up\/cross sell campaigns are ROAS positive. Continue to test new opportunities and ideas.@duanebrown<\/a><\/span><\/span><\/span><\/p>\n

Dynamic\/responsive display tends to do better than static remarketing ads, and audience targeting has shown success…we are just starting to focus on display strategy more so we’ve got a long way to go! @jlash_digital<\/a><\/span><\/span><\/span><\/p>\n

I can not think of anything specific. Display is more supportive than matched to KPI’s @StephanieErne<\/a><\/span><\/span><\/span><\/p>\n

Remarketing of course. YouTube with placement targeting is also killing it on competitors. @ValenciaSEM<\/a><\/span><\/span><\/span><\/p>\n

Audience targets showing some promise, waiting for post-conversion metrics to bake a bit. Time will tell! @SEM_PPC_MattV<\/a><\/span><\/span><\/span><\/p>\n

Responsive ads are actually an improvement generally! For remarketing, using several ads that are part of a coordinated series is something I’m doing more and more of, and I like the results. @NeptuneMoon<\/a><\/span><\/span><\/span><\/p>\n

Responsive ads vs. static is so much better. Also using a product feed is great. On the other side, having an actual testing\/strategy plan for display has worked wonders with clients. @360vardi<\/a><\/span><\/span><\/span><\/p>\n

Similar to @amaliaefowler<\/a> we’re seeing much better CTR from responsive .@HayleyDeee<\/a><\/span><\/span><\/span><\/p>\n

Remarketing to unconverted users but still drastically underperforms (Conv Rate & CPL) compared to search. So it\u2019s basically a way of utilizing minimal budget to pacify clients that are a tad too excited about GDN\u2019s image ads. ?\u200d\u2640\ufe0f @Nicole_Mintiens<\/a><\/span><\/span><\/span><\/p>\n

Remarketing using the new responsive ads have been doing very well for me overall. @lchasse<\/a>\u00a0<\/span><\/span><\/span><\/p>\n

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Q4: What is NOT working well in display for you right now?<\/span><\/span><\/span><\/h4>\n

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Non placement specific without any audience targeting list is often a disaster. @JonKagan<\/a><\/span><\/span><\/span><\/p>\n

Honestly, and I really hate to say it, YT & GDN pay-per-conversion. Post-conversion performance just wasn’t there. We really wanted it to scale! @SEM_PPC_MattV<\/a><\/span><\/span><\/span><\/p>\n

Also no matter how I try to reframe it in my brain, I find it hard to justify spend for TOFU Display @amaliaefowler<\/a><\/span><\/span><\/span><\/p>\n

Placement management is a giant PITA. Even with a “master exclusion” list and excluding undesirable categories, there are still an awful lot of terrible sites that run ads where you might not want yours running…@NeptuneMoon<\/a><\/span><\/span><\/span><\/p>\n

Using “Smart” campaigns isn’t technically display, but it targets that as well. as everyone I’m sure, mobile apps are always big waster. Return on prospecting is not great, so for us it’s trying to see what the lift\/impact. That stuff is always hard.@360vardi<\/a><\/span><\/span><\/span><\/p>\n

Placement management, automated bidding is a challenge (tested tCPA pay for conversions & performance just tanked) @jlash_digital<\/a><\/span><\/span><\/span><\/p>\n

Conversions. And can someone please let us see Google Analytics statistics like time-on-site in the report with the placements where my ad has been shown ?? @StephanieErne<\/a><\/span><\/span><\/span><\/p>\n

I wish the placements were better thought out\/I didn’t have to spend forever negative-ing out bad ones. I also wish that there was an easy way to explain it to clients who just think its easy to bring bounce rate for display down to 40% . @amaliaefowler<\/a><\/span><\/span><\/span><\/p>\n

The pain of excluding mobile apps now… @HayleyDeee<\/a><\/span><\/span><\/span><\/p>\n

Placements and mining for the ones to exclude. @adwordsgirl<\/a><\/span><\/span><\/span><\/p>\n

Targeting apps in display has always been a money sucker for me. I always exclude those placements.@jord_stark<\/a><\/span><\/span><\/span><\/p>\n

App and Youtube Placements lol. Managing placements in all honesty sucks\u2026 and also #BRINGBACKDISPLAYPLANNER. @markpgus<\/a><\/span><\/span><\/span><\/p>\n

Honestly my pet peeve is managing placements constantly. Being careful your brand does not show up on sites they may not want to be on is sometimes quite painful.@lchasse<\/a><\/span><\/span><\/span><\/p>\n

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Q5: Has client interest in\/desire for display changed over the past year? If so, in what ways?<\/span><\/span><\/span><\/h4>\n

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My interest FOR clients has changed and we think about social after search before display. I just have such a low level of trust for the GDN. @SEMFlem<\/a><\/span><\/span><\/span><\/p>\n

Less interest in display unless it’s performing well in terms of ROI, the “online billboard” effect has lost its sparkle & people want to be able to see direct attribution (ecomm at least). @jlash_digital<\/a><\/span><\/span><\/span><\/p>\n

We’ve seen clients put a damper on Display, unless it’s retargeting or they have clear top-of-funnel objectives to reach, like with a new product launch.@heyglenns<\/a><\/span><\/span><\/span><\/p>\n

There’s a fine line between not believing in it and over investing in it. Seems like more clients are starting to lean towards not believing in it as more attribution tools come through. @ValenciaSEM<\/a><\/span><\/span><\/span><\/p>\n

Some clients still believe display is a great way to target BOFU #ppcchat I disagree – specially for b2b. @andreacruz92<\/a><\/span><\/span><\/span><\/p>\n

I have seen a lot of clients shifting to less awareness and more conversion. Social media is picking up a lot of the display market as well. @lchasse<\/a><\/span><\/span><\/span><\/p>\n

As I said in an earlier answer, I am seeing most resources that would have previously gone into display head on over to Facebook instead. Lone exception is remarketing on the GDN.@NeptuneMoon<\/a><\/span><\/span><\/span><\/p>\n

Some clients still believe display is a great way to target BOFU #ppcchat I disagree – specially for b2b. @andreacruz92<\/a><\/span><\/span><\/span><\/p>\n

Client interest for me is usually defined as “conversions”. So if it doesn’t lead to that, they don’t want to hear about it. That being said, I have gotten through that barrier with a couple clients! @amaliaefowler<\/a><\/span><\/span><\/span><\/p>\n

I\u2019m with @NeptuneMoon<\/a> I think GDN resources have shifted to FB. I just think the platform has higher quality traffic\u2026@markpgus<\/a><\/span><\/span><\/span><\/p>\n

I feel like it depends on the client. Some clients want to be as visible as possible, while others see it as a waste. @jord_stark<\/a><\/span><\/span><\/span><\/p>\n

We’re doing far less display than in years past. Certainly been pockets of success, but in agg the post-conv KPI performance mostly hasn’t been sustainable. @SEM_PPC_MattV<\/a><\/span><\/span><\/span><\/p>\n

My interest FOR clients has changed and we think about social after search before display. I just have such a low level of trust for the GDN. @SEMFlem<\/a><\/span><\/span><\/span><\/p>\n

Yes, ever since the emphasis on audience lists kicked in, the interest really began to increase. @JonKagan<\/span><\/span><\/span><\/p>\n

No real change on the client end. Clients trust us to spend our money how we think is best to max revenue. @duanebrown<\/a><\/span><\/span><\/span><\/p>\n

I feel people have the basic concept down now – “Retargeting” if not in name, then in practice is pretty well known. However, because of the game of telephone, price expectations are VERY low and focused on exceedingly high ROI. @ferkungamaboobo<\/a>\u00a0<\/span><\/span><\/span><\/p>\n

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Q6: Do you wish you were doing more display? Why or why not?<\/span><\/span><\/span><\/h4>\n

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Not really, they are just less doubtful of it. @JonKagan<\/a><\/span><\/span><\/span><\/p>\n

I feel like there is a lot of opportunity for display as long as the targeting is good. I think I would do more if Google added more targeting options, especially those “life event” audiences that are available for YT. @jord_stark<\/a><\/span><\/span><\/span><\/p>\n

Wish? Yes! The more open channels, the better. But we go where the DR-focused results are, which unfortunately is mostly in other places. @SEM_PPC_MattV<\/a><\/span><\/span><\/span><\/p>\n

Its great for awareness, but hard to justify at times to backend metrics. So, yes and no. Bad answer I know, but at least I didn’t say “depends”. @ValenciaSEM<\/a><\/span><\/span><\/span><\/p>\n

Doing more for sure… time and or budget makes this a balancing act. Plus some clients don’t have enough data to do anything beyond the basics. @duanebrown<\/a><\/span><\/span><\/span><\/p>\n

Yes & No. I think GDN is prime for automated solutions since there is typically so much more volume, and it\u2019s audience based so more averaged data anyway and that seems to work great for the machines. I\u2019d happily use more automation in Display than in Search\/Shopping. @PPCKirk<\/a><\/span><\/span><\/span><\/p>\n

To be honest, not really. I find placement management to be such an unpleasant task that I don’t want to do more of it. @adwordsgirl<\/a><\/span><\/span><\/span><\/p>\n

I feel like there is a lot of opportunity for display as long as the targeting is good. I think I would do more if Google added more targeting options, especially those “life event” audiences that are available for YT. @jord_stark<\/a><\/span><\/span><\/span><\/p>\n

Custom intent has been a bright spot where we’ve seen decent performance, and I’d like to do more testing there. Outside of that, agree with general sentiment that social > display. @timothyjjensen<\/a><\/span><\/span><\/span><\/p>\n

I don’t wish to do more display necessarily, but more strategic display definitely in terms of audiences\/placements\/dynamic. @jlash_digital<\/a><\/span><\/span><\/span><\/p>\n

I would also say, for GDN, the best converting section for us will be gmail. That’s not surprising. Just another reason why advertisers shift spend to paid social and keep a smaller portion in GDN. @360vardi<\/a>\u00a0<\/span><\/span><\/span><\/p>\n

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Q7: What is the best thing about running display campaigns, in your experience?<\/span><\/span><\/span><\/h4>\n

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Price and I have found success driving users to my booth at conferences @andreacruz92<\/a><\/span><\/span><\/span><\/p>\n

When you’re able to see attribution and the customer journey!! @ValenciaSEM<\/a><\/span><\/span><\/span><\/p>\n

Discovering how different domains perform differently, and seeing how many just pointless\/terrible monetized sites exist. @JonKagan<\/a><\/span><\/span><\/span><\/p>\n

Get new net new audience using good visuals.@360vardi<\/a><\/span><\/span><\/span><\/p>\n

Frankly, good old remarketing audiences are the best feature in display IMO . @timothyjjensen<\/a><\/span><\/span><\/span><\/p>\n

The low cost is a definitely a big positive for Display. @adwordsgirl<\/a><\/span><\/span><\/span><\/p>\n

(beyond the things that work well) Display is an inexpensive avenue for the exposure received. Great way to reach new potential customers. That being said, you do have to ensure your content is geared towards people who may have no idea who you are. @lchasse<\/a><\/span><\/span><\/span><\/p>\n

I’m really against a lot of display, because I think the inventory is tainted and it’s far too easy. But if you can get that under control, the quality placements are a simple way to sorta tap on the customer’s shoulder to remind them you exist. @ferkungamaboobo<\/a><\/span><\/span><\/span><\/p>\n

The CPC. @jord_stark<\/a><\/span><\/span><\/span><\/p>\n

Yes. I would love if more clients would just set some budget apart for display. And also because being a small agency it helps with the google badge for display ? @StephanieErne<\/a><\/span><\/span><\/span><\/p>\n

Besides me showing off all my creativity ?? I think it helps the client think about what message to send to the customer in what stage of the funnel. And that there should be a difference. Usually they have not jet thought about it and it helps develop their brand. @StephanieErne<\/a><\/span><\/span><\/span><\/p>\n

Two things IMO – <\/span><\/span><\/span><\/p>\n

1) The extensive reach can *sometimes* align with business goals. <\/span><\/span><\/span><\/p>\n

2) Sometimes winners emerge that you’d never find otherwise.\u00a0@SEM_PPC_MattV<\/a><\/span><\/span><\/span><\/p>\n

Connecting brand to performance. Display can do a lot with top of funnel, awareness and amplification. If you expect it to generate direct traffic, you’ll be disappointed, but if you connect it to your direct response and build a system, you’ll succeed. @JuliaVyse<\/a><\/span><\/span><\/span><\/p>\n

If you\u2019re getting results\u2026. IT\u2019S CHEAP\u2026 Getting quality traffic can be tough though (more so in B2B) @markpgus<\/a><\/span><\/span><\/span><\/p>\n

Benefits are remarketing – its irreplaceable as a strategy IMHO, especially when mixed with search campaigns as an audience. @amaliaefowler<\/a><\/span><\/span><\/span><\/p>\n

2 main benefits I like about GDN: <\/span><\/span><\/span><\/p>\n

(1) Significant amount of low cost, traffic volume at Top of Funnel\u2026. IF you\u2019re targeting the right people and non inundandated with fraud (?).<\/span><\/span><\/span><\/p>\n

(2) Decent tracked ROAS at Bottom of Funnel with remarketing. @PPCKirk<\/a><\/span><\/span><\/span><\/p>\n

No, I honestly think we should probably do less. @amaliaefowler<\/a>\u00a0<\/span><\/span><\/span><\/p>\n

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Q8: If you could change anything about how display campaigns work, what would it be?<\/span><\/span><\/span><\/h4>\n

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Easily eliminate mobile app traffic.@Mel66<\/a><\/span><\/span><\/span><\/p>\n

I know I said this earlier but, better targeting.@jord_stark<\/a><\/span><\/span><\/span><\/p>\n

I would change placements, how they are selected, the option to select them, etc. @amaliaefowler<\/a><\/span><\/span><\/span><\/p>\n

For GDN the placement management is awful. I would love to see a better way to not have ads on low quality sites. It literally can make running campaigns not worth it due to time required to cull through placement reports. @NeptuneMoon<\/a><\/span><\/span><\/span><\/p>\n

Bring the display planner back . @andreacruz92<\/a><\/span><\/span><\/span><\/p>\n

I also very much miss the Display Planner for GDN. You listening @GoogleAds<\/a> ? @NeptuneMoon<\/a><\/span><\/span><\/span><\/p>\n

Better fraud\/bot detection, and making it easier to exclude anything I like.@JuliaVyse<\/a><\/span><\/span><\/span><\/p>\n

Display prices would be tough to beat if lead quality & post-conversion efficiencies were better. @SEM_PPC_MattV<\/a><\/span><\/span><\/span><\/p>\n

The criteria to be an eligible placement would include stricter factors. @SEMFlem<\/a><\/span><\/span><\/span><\/p>\n

Managing what content a brand’s ads will show up on. This is so key to ensuring we do not accidentally end up on some nefarious site or even a site that we just don’t want to be on as a brand. Oh and bring display planner back too. @lchasse<\/a><\/span><\/span><\/span><\/p>\n

Better reporting and optimization in the interface. @360vardi<\/a><\/span><\/span><\/span><\/p>\n

Somehow it would be nice if I, as an advertiser, could feedback on shitty placements. And Google would do something with the feedback (of course if reported a lot) so the network would have more quality placements as a whole. @StephanieErne<\/a><\/span><\/span><\/span><\/p>\n

That perfect attribution simply does not exist (yet?). We have a lot of data, and can do a lot with the data we have, but even “data-driven attribution” has flaws. Particularly with ToFu\/MoFu, attributing conversions may not actually be the most important thing.@akaEmmaLouise<\/a><\/span><\/span><\/span><\/p>\n

Increased capabilities for healthcare\/pharma. @JonKagan<\/a><\/span><\/span><\/span><\/p>\n

Somehow it would be nice if I, as an advertiser, could feedback on shitty placements. And Google would do something with the feedback (of course if reported a lot) so the network would have more quality placements as a whole. @StephanieErne<\/a>\u00a0<\/span><\/span><\/span><\/p>\n

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PPCChat Participants:<\/h4>\n