In the evolving landscape of digital marketing, display advertising stands out as a pivotal element in capturing the attention of potential customers. Its visual appeal and ability to build brand awareness make it an obvious component of the marketing funnel. However at NightJarr we have found that, despite its benefits, display advertising can fall prey to some very distorted results. While the metrics may initially appear to look great on the front end, a deeper analysis often reveals a different story, including wasted ad spend and reduced ROI.
To address this issue, it's essential to regularly review Google Ads placement reports, exclude low-quality websites, and specify preferred publishers to ensure your ads are displayed on high-quality, relevant platforms. This article explores these solutions in detail to help optimise your ad spend and enhance campaign performance.
The importance of display advertising in the digital marketing funnel
Display advertising plays a crucial role in the online marketing funnel by serving as the initial touchpoint for potential customers. Its visual and engaging nature helps build brand awareness and trust.
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How machine learning feeds the spam cycle
Machine learning, while powerful, can unintentionally fuel the spam cycle in digital advertising. Algorithms learn to prioritise clicks, often without discerning the quality of the traffic.
This can lead to ads being served on spam websites or through bots, which generate clicks but not genuine engagement. As the system learns from these low-quality interactions, it perpetuates the cycle, resulting in wasted ad spend and diminished ROI for advertisers.
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How to check if you are showing up on spam websites or apps
To ensure your ads are not appearing on spam websites or inappropriate platforms like kids' apps, regularly review your Google Ads placement reports.
Under your campaign insights, access the predefined placement report to see where your ads are being displayed. Look for unusual patterns, such as high impressions but low engagement or conversions. By identifying and excluding these low-quality placements, you can optimise your ad spend and improve overall campaign performance.
How to stop showing up on spam websites and apps
To prevent your ads from appearing on spam websites and apps, follow these steps:
Exclude Publishers After Viewing the Placement Report: Regularly check your placement report in Google Ads. Identify any suspicious or low-quality websites where your ads are being shown and exclude them from your targeting. This helps ensure that your ads are only displayed on reputable sites.
You can exclude publishers at this location:
Tools > Shared library > Exclusion lists > Enter
Exclude All App Targeting in Google Ads: If you find that many of your ad placements are showing up on low-quality or irrelevant apps, consider excluding all app targeting in your Google Ads settings. This can significantly reduce the chances of your ads being shown in inappropriate contexts.
You can exclude Apps at this location:
Tools > Shared library > Exclusion lists > Browse
Specify the publishers where you want ads shown: Take a proactive approach by specifying the exact publishers or categories where you want your ads to be displayed. This method ensures that your ads appear on high-quality, relevant websites, thereby protecting your brand and improving the effectiveness of your ad spend.
You can specify placements at this location:
Campaigns > Ad groups > Content > Placements
By taking these proactive steps, you can safeguard your brand, optimise your ad spend, and enhance the overall performance of your digital marketing efforts.