What is the Google Display Network?
The Google Display Network is an extensive collection of websites where you can choose to display your ads. In fact, it covers so much of the web that it is able to reach 92% of internet users. The Display Network enables you to target an audience with an interest in virtually any topic, from consumer topics such as auto reviews or electronics, to B2B topics such as warehouse management or shipping best practices. You can also target relevant YouTube videos or mobile apps.
What Kind of Ads Are Available?
The Display Network offers a wide variety of options for spreading your message including simple text ads, graphic image ads, and even video ads.
Why Advertise on the Display Network?
Here are a few benefits of the display network:
- Ideal for increasing brand awareness; this can lead to increased searches for your company.
- People only search for products or services that they know exist. If you have a brand new solution. to a problem, display advertising will bring you more traffic than search advertising.
- Reach a wider audience than you can reach with search ads alone.
- If you have a visual product, showcase it with an image ad (not available in Google search).
How Do You Determine Where My Ads Appear?
Google offers many ways to target your audience. At Discoverance Marketing, we have found two options that provide the most accurate targeting.
Keyword Contextual Targeting
In this method, we choose a series of keywords relevant to the content of the webpages that you would like to appear on. Google’s algorithm then uses your keywords to place your ads on webpages with content that match your keywords. This is a simple option that is suitable for most advertisers.
Managed Placement Targeting
It is also possible to choose specific websites for your ads to appear on. While this option is more time consuming, it is a good alternative for websites that cannot be accurately targeted with keyword targeting.
For example, we did some work for a company that wanted to target restaurant owners. Keyword targeting resulted in ads being shown on restaurant review sites and other sites targeting consumers looking for restaurants, rather than sites targeting restaurant owners. By manually choosing the websites where ads would appear, we were able to show the ads only on websites meant for restaurant owners. As a result, we increased conversions by 11 times and reduced the cost per conversion by 97%.