GDN is a popular placement for Awareness-level campaigns. Beyond Awareness, we also see success at a lower funnel level for some of our clients as well. These are the two campaign types we like to test when it comes to the bottom funnel:
- Smart Display w/ Pay for Conversion bidding.
With Smart Display, you are giving Google freedom with who to target. As a result, we only try this when our Google Ads account is eligible for Pay for Conversion bidding. What this means is that, instead of paying Google per click as we do in standard campaigns, we instead only pay when Google delivers a conversion (unfortunately this bidding strategy isn't available for Search).
This means that conversion quality is the primary concern when testing Smart Display. Google might find ways to bring in a high volume of converters, but it's up to us to ensure that they are real and bring actual value to the client.
- Standard Display w/ Custom Audience (previously Custom Intent) targeting.
Custom Audiences are very powerful, and are the closest we can get to targeting the types of users that are interested in your client competitors. While there are many ways to feed a Custom Audience (keywords, categories, etc.), we find the most powerful use is to feed it a list of competitor URLs (as lower funnel as possible, such as demo or feature pages). Google will then take this information and compose an audience based on users that are similar to the visitors of those URLs.
We must be careful not to mistake this as a way to directly retarget these competitor URL visitors. Instead, it is just a way to target users that are similar in online behavior.