Digital Marketers: Boost ROI 21% with Google Display Ads' Omnichannel Strategies

In February 2025, Google announced a major update to further expand the advertising inventory of Google Display Ads , which will completely change the rules of the game for digital marketing. Based on the original Google Display Network covering more than 3 million websites and apps, Google has included more resources from different platforms and categories, including well-known third-party connected TV (CTV) platforms such as TelevisaUnivision, MLB, and Fox News. This expansion not only allows advertisers to reach their target audiences in a wider media environment, but also marks the official arrival of the era of omni-channel marketing. It is particularly noteworthy that after introducing display advertising inventory into Demand Gen campaigns, test data shows that the average conversion rate has increased by 16%, which fully demonstrates the powerful effect of integrated advertising strategies. In this era of increasingly fragmented consumer behavior, mastering the latest developments in Google Display Ads will be the key for brands to stand out in the fierce market competition.

I. Strategic value of expansion and omni-channel marketing

1. Transformation of omni-channel consumer behavior

Today's consumers' shopping paths have become highly complex and unpredictable. They seamlessly switch between four key behaviors: browsing, scrolling, searching, and shopping, completely blurring the boundaries between online and offline experiences. A collaborative study between Google and Kantar shows that in Australia, although 88% of retail sales occur in physical stores, only 12% of in-store sales are completely unaffected by online sales. More notably, omni-channel purchases have become mainstream, accounting for as high as 52%, while click-and-collect accounts for 18%. This means that most consumers are using digital channels to make purchasing decisions, whether by searching for comparison brands, browsing retailer websites, or checking local store inventory. In fact, 70% of Australian consumers use their mobile phones to perform shopping-related operations while shopping in physical stores. This mixed behavior of "online research, offline purchase" or "offline experience, online ordering" is forcing brands to rethink their marketing strategies. The expansion of Google Display Ads in this environment just provides brands with seamless connectivity across different channels, allowing consumers to get a consistent brand experience at any touchpoint.

2. Strategic opportunities brought by the expansion of

The latest expansion of Google Display Network, especially the inclusion of premium connected TV (CTV) inventory, has created unprecedented reach opportunities for advertisers. The traditional has covered more than 3 million websites and applications, and the newly added CTV resources such as TelevisaUnivision, MLB and Fox News platforms allow brands to display ads in entertainment scenarios where consumers are highly engaged. This expansion not only increases the exposure of ads, but more importantly, it improves the environmental relevance and audience engagement of ads. The special feature of connected TV ads is that it can combine the visual impact of traditional TV ads with the precise targeting capabilities of digital ads to create a more immersive brand experience. At the same time, Google introduced display ad inventory into the Demand Gen campaign, solving the limitation that the campaign could only access some video resources through Google Video Partners (GVP) in the past. Now, the image materials uploaded by advertisers will be automatically converted into display ads and delivered in , realizing the maximum utilization of creative assets. This seamless integration greatly simplifies the advertising process for advertisers, while improving the consistency and efficiency of cross-channel marketing.

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II. Data-driven advertising strategy and optimization

1. The foundation of data-driven marketing

In today's fragmented media environment, data has become the core foundation of marketing decisions. Research by Google and Ipsos found that consumers who are confident in buying will increase their consumption value by 1.4 times and are 18 times more likely to recommend brands to friends and relatives, which highlights the importance of precision marketing. The foundation of data-driven marketing lies in the comprehensive collection and analysis of consumer behavior data, including first-party data such as search history, website browsing paths, content interaction patterns, and exposure and click data from . After integrated analysis, these data can help brands identify high-value audience groups, understand their purchasing intentions and preferences, and thus formulate more precise marketing strategies. It is particularly noteworthy that 86% of Australian Generation Z consumers use Google for shopping-related activities, including discovery, browsing, research and purchase, making the Google ecosystem a treasure trove for key consumer insights. By combining these insights with extensive reach, brands can provide highly relevant advertising content at every stage of the consumer journey, greatly improving marketing efficiency.

2. How supports data-driven marketing

Google Display Network is essentially a data-driven marketing platform that supports precision advertising in a variety of ways. First, provides a wealth of audience targeting options, including demographic characteristics, interests, purchase intent, etc., allowing advertisers to accurately target the target population. Second, 's smart bidding strategy uses machine learning algorithms to automatically optimize advertising delivery to achieve specific goals, such as maximizing conversions or improving return on investment. With the latest expansion, can also be seamlessly integrated with Performance Max campaigns, allowing advertisers to cover multiple advertising formats such as search, display, and video in a single campaign, and Google's AI automatically allocates budgets to the best performing channels and creatives. In addition, 's advanced measurement capabilities allow advertisers to track consumer behavior across devices and channels and understand how display ads affect final conversions. For example, through attribution analysis, brands can find that although some display ads did not directly lead to clicks, they played a key role in subsequent search or direct visit conversions. This comprehensive data insight makes an indispensable part of data-driven marketing strategies.

III. Successful case analysis

Case 1: Pandora Jewelry Omni-channel Inventory Linkage Strategy

Pandora Jewelry uses Google Analytics 4 to track user cross-device behavior, and delivers Display Ads to users who browse the "Mother's Day Gifts" page, highlighting the "Nearby Stores Available + 1-hour Reservation" service. The material integrates the Lens visual search function, and users can take screenshots of competing jewelry to automatically match similar inventory. The store POS data is synchronized with the Merchant Center in real time. When a store's inventory is less than 5 pieces, Display Ads within a radius of 3km are automatically triggered. Value-Based smart bidding is used to increase the bid by 20% for zip code areas with historically high customer unit prices. Local inventory ads contribute 17% to store revenue growth Dynamic remarketing CTR is 2.3 times the industry average, and the omni-channel ROAS is increased by 21%

Case 2: Hidden Demand Mining Case of Fast-moving Consumer Goods Brand Biscuit Inc.

Through the audience combination function of Google Display Ads 360, three groups of are produced by crossing "Arab Hip-Hop Video Viewers" and "Sustainable Living Blog Readers": a) The same packaging design as hip-hop stars (leveraging cultural identity) b) "Organic ingredient testing" interactive advertising (meeting hidden needs) c) Diaper + skin care product bundle discount (responding to specific needs) Using AI creative optimization tools to automatically test 12 layout combinations, the target customer group CPM decreased by 34%, the search for the brand word "environmentally friendly baby food" increased by 58%, and the customer LTV increased by 2.1 times within 6 months.

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IV. Topkee's Google Display Ads solution

The Google Display Ads solution provided by Topkee focuses on helping companies accurately reach target customers and increase conversion rates through flexible and efficient advertising management strategies. The solution can reach more than 90% of Internet users worldwide, providing a strong exposure foundation for brands to expand their markets. Topkee's services cover three core areas: advertising account management, creative proposals and implementation, and advertising effectiveness analysis. Through systematic processes and technical tools, it ensures that advertising campaigns can achieve the best results from planning to execution.

In terms of advertising account management, Topkee simplifies the advertising launch process through professional teams and tools. First, in the production of advertising landing pages, the team used Weber tools to quickly create landing pages that are highly consistent with advertising activities, ensuring that the content design clearly responds to the call to action (CTA), and integrating a complete customer tracking and data feedback mechanism to maintain the consistency between advertising and landing pages, thereby optimizing user experience and improving conversion rates. Secondly, target audience positioning uses TAG tracking technology to analyze user behavior data, group audiences based on interactive characteristics, and design personalized marketing content to achieve maximum advertising benefits at the lowest cost. In addition, advertising initialization settings integrate account review, account opening and recharge, conversion goal setting, creative collaboration, and data report generation through TTO tools to achieve fully automated management and greatly improve advertising collaboration efficiency.

In the creative proposal and implementation stage, Topkee combines AI technology and manual expertise to accelerate the iteration and update of advertising materials. The team deeply analyzes customer business from four dimensions: service, competitiveness, values, and customization, generates innovative theme proposals, and produces high-quality creative directions based on this, saving customers' planning time. In terms of TM settings, it provides more detailed tracking dimensions than UTM. It can customize TM links according to themes, advertising sources, media, etc., monitor the performance of each creative in real time, and facilitate quick adjustments. Creative production uses AI to generate text, picture and video requirements, which are then optimized by professional designers to ensure that the content is in line with market trends and highlights brand characteristics, and continue to provide customers with high-quality multimedia materials to enhance marketing and promotion effects.

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Conclusion

The latest expansion of Google Display Ads marks the full arrival of the era of omni-channel marketing, providing brands with unprecedented cross-platform reach capabilities. From a huge network covering more than 3 million websites and applications to the newly added high-quality networked TV inventory, is redefining the boundaries of digital advertising. Data shows that Demand Gen campaigns integrated with have increased conversion rates by an average of 16%, which fully demonstrates the powerful effect of cross-channel collaboration. In this era of increasingly fragmented consumer behavior, successful marketing strategies must simultaneously master data-driven precision positioning, cross-platform creative adaptability, and a deep understanding of the omni-channel consumer journey. These advances in Google Display Ads just provide brands with a complete toolkit to achieve this goal. We encourage advertisers to actively explore new features of , test different ad formats and targeting strategies, and continuously optimize to achieve the best marketing results. If you want to learn more about how to integrate into your omnichannel marketing strategy, please contact our professional consulting team for personalized strategic advice and execution support.