If you’re like most people, you’re familiar with Google Ads. You may have even used them yourself to promote your business or website. But what you may not know is that there has been a significant change in the effectiveness of Google Ads Display campaigns in recent years. In fact, many businesses have stopped using them altogether. Here’s a look at what happened and why.
What Are Google Ads Display Campaigns?
Google Ads Display campaigns are a type of online advertising that allows businesses to reach potential customers through the use of banner ads on websites that participate in the Google Display Network. The Google Display Network is a vast network of websites that includes millions of websites and apps.
Google Ads display campaigns used to be an effective way to reach potential customers. However, over time, the quality of traffic from Google Ads Display campaigns has decreased significantly. In addition, the bounce rate for Google Ads Display campaigns is now extremely high. As a result, many businesses have stopped using Google Ads Display campaign altogether.
Why The Quality Of Traffic From Google Ads Display Campaigns Has Decreased Significantly
There are a number of factors that have contributed to the decline in the quality of traffic from Google Ads Display campaigns. First, the proliferation of ad blockers has made it more difficult for banner ads to be seen by potential customers. Second, banner blindness is a real phenomenon where people tend to tune out banner ads because they’ve become so ubiquitous. And lastly, the increased use of mobile devices has made it more difficult for people to see banner ads since they’re often buried below content on mobile screens.
First, the proliferation of ad blockers has made it more difficult for banner ads to be seen by potential customers. Ad blockers are software programs that block advertisements from being displayed on a user’s web browser. They’re becoming increasingly popular as people grow tired of being bombarded with ads online. In fact, nearly one-quarter of internet users worldwide now use ad blockers. That number is even higher in developed countries like the United States, where 36% of internet users use ad blockers. This trend presents a major challenge for businesses that rely on display advertising to reach their target audiences.
Second, banner blindness is a real phenomenon where people tend to tune out banner ads because they’ve become so ubiquitous. Studies have shown that people are much less likely to click on banner ads than they were a decade ago because they’ve become so used to seeing them. In one study, only 1% of users clicked on a display ad when it was placed above the fold on a website (meaning they didn’t have to scroll down to see it). When the same ad was placed below the fold, the click-through rate increased to 3%. However, even that is still a very low number compared to other forms of marketing.
Lastly, the increased use of mobile devices has made it more difficult for people to see banner ads since they’re often buried below content on mobile screens. More than half of all internet traffic now comes from mobile devices like smartphones and tablets. And people are spending more time than ever before using their mobile devices to consume content. This poses a big problem for businesses because most display ads are not optimised for mobile devices. As a result, they’re often hidden below content or cut off entirely when someone is viewing a website on their phone. However – Ashley Price from Welding Superstore, an online e-commerce store that sells various type of welding helmets, claims that even though their Google Ads campaign was running only on mobile devices, it still had over 90% bounce rate as their ads were being show in-games and various mobile aps. “Display Ads are now absolutely rubbish” she says.
The Bottom Line
We can easily say that Google Ads Display campaign is not an effective way to reach potential customers in 2023. The quality of traffic from Google Ads Display campaigns is not what it used to be and the bounce rate for Google Ads Display campaign is now extremely high. Many businesses have stopped using Google Ads Display campaigns altogether. If you’re looking for an effective way to reach potential customers, you’ll need to look elsewhere.
