What is the Google Display Network?
The Display Network is a group of websites that show Google AdWords ads. These websites include specific Google sites such as GMail, Google Finance, YouTube, mobile sites and apps. This is why you usually see AdWords ads when you open your GMail account, or when you visit your favourite news site – these websites that you often go to are included in the Google Display Network.
Your ads are seen in the right place, at the right time
How can the Display Network Help You?
With display advertising, you can:
- Choose and create all types of ads, such as image, text, video, and interactive ads
- Place your ads on relevant sites that have significance to your business
- Display your ads to people who are most likely to be interested in what you’re selling
- Easily manage and keep track of your campaigns, advertising results, and budget as you move forward
Let your business be seen and heard with display advertising, which allows you to:
- Catch the attention of new customers – You can successfully grab the attention of a potential buyer at any given time during the buying cycle, sometimes even before the customer makes the decision about needing your product or service. Through display advertising, you can influence the choices of relevant new customers.
- Choose where customers can see your ads – The Display Network enables you to specifically choose where you want your ads to be seen and heard. You can select specific websites or pages where you want your ads to appear, and you can also choose the audience that will get to view your ads.
- Attract users with engaging ad formats – You can set your ads to appear as image, text, video, or rich media formats to make them more appealing to users.
The Facts from Google (September 2014)
- 96% of people leave websites without the action that marketers want
- 38% of customers do not purchase or contact on the 1st day they see your advert
- It takes an average of 4.9 days until a conversion takes place (i.e.: making contact)
- Typical patient journey is: click > research > comeback
- People who have previously been to your website convert DOUBLE the rate of others
- People naturally leave a website (for many reasons)
- Google Remarketing displays text and image adverts on other websites once they have left your website, or displays adverts related to what they are interested in!
Watch the Video (click Image or Link Below)
Where will your ads appear on the Google Display Network?
Your ads can be displayed across a wide range of websites, video content, and mobile apps when you advertise through the Display Network. Examples of these websites include:
- Google sites such as GMail, Blogger, Google Finance, YouTube, and Google Maps (excluding Google search)
- Google AdSense publisher sites, including AdSense for Errors and AdSense for Domains
- DoubleClick Ad Exchange publisher sites
Reaching out to your Customers
You will have the opportunity to reach a substantial number of potential customers with more than 2 million Display Network sites, which can reach more than 90% of Internet users all over the world. You can change the settings to make your ad campaign work more effectively. You can reach specific target groups and ad markets through specific conditions, such as when the Google Display Network can show your ads.
Reach out to even more of your target customers by utilising the millions of websites, blogs, and news pages included in the Google Display Network.
How to Target your Ads on the Display Network
To get the most out of your ads, you’ll need to make sure that they reach the target audience. When you advertise on the Display Network you will be given a number of targeting options to choose from.
But before you choose a targeting option, it’s crucial first to understand the concept of placement.
Placements – locations on the Google Display Networks where your ads can be seen. These can be websites, specific pages on a website, individual ad units, video content, or mobile apps.
Now you can choose which targeting method to use for your ads. There are three targeting methods you can use:
- Contextual Targeting – Match relevant website content
Google AdWords searches for the best places across the Display Network where you can show your ads, based on the keywords and phrases you choose. You can do the targeting based on relevant site content using two ways:
Keywords: First, select words and phrases that are relevant to the products and/or services you’re offering. Next, AdWords searches for sites that are related to the keywords you chose, so these sites can show your ads. Customers may also see your ads on other websites, after coming from a site that is related to your keywords.
The keywords that you choose will be shown on the Display keywords tab, under the Display network tab, when you add keywords to an all-features campaign using the Display Network.
Topics: You can place AdWords ads on websites that have relevant topics of your choice. Instead of using keywords or phrases, you can choose information categories, such as “Travel and Tourism”.
- Audience – Get in touch with specific groups of people
Target your ads using audiences by:
Audiences: You can select the target audience, depending on your advertising goals. You can use affinity audiences to reach a broad market scale with TV-like audiences. Customer affinity audiences let you reach as many potential customers as possible, with an association to a specific product area. Use in-market audiences if you want to reach specific audiences who are already actively shopping for a product or service.
Interest Categories: Get in touch with potential customers who are interested in products and services that are similar to what your business is offering. This method makes your ad visible to people who have specific interests, even if they are on an unrelated website or app.
Remarketing: This option helps you reach people who have already visited your website, while they are on other sites on the Display Network.
Demographics: This method allows you to target specific people, who are part of a certain demographic status. Your ads can reach people of a certain gender, age, or marital status that you specify.
- Management Placement Targeting – Choose specific websites and apps
This allows you to choose specific websites and apps where you want your ads to appear. For example, you can choose Website A as a managed placement if you know that your typical customer spends a lot of time on that particular website.
Ad types on the Display Network
Here are the various ad formats you can choose from, to reach out to more of your target customers on the Display Network:
Text ads – advertisements that use only words/text
Image ads – includes photos or artwork
Rich media ads – ads that move, or include other forms of animation
Video ads – videos showing what a business offers
Add Targeting Methods to your Ad Groups
When you use keywords of categories as targeting methods, you are instructing AdWords where your ads can be shown, and who can see your ads. For your campaign to run, you’ll need to add targeting to your ad groups in your Display Network campaign.
Here are the steps to adding targeting methods:
- Click the Display Network tab under All online campaigns
- Click + Targeting
- Select the “Add targeting” drop-down menu and choose one of several targeting methods
- Choose targeting. For example, you might pick “Soccer fans.”
- Click Close and save your ad group.
Is the Display Network Right for You?
The Display Network can help you reach your advertising goals, including:
- To sell more products or services
- To build and maintain customer loyalty
- To reach out to, and interact with customers
- To increase brand awareness
How the Display Network Measures Ads Effectiveness
You can review detailed reports to check if you are reaching your business and advertising goals using the Display Network.
Reports: Check the performance of your ads, which individual placements are giving the best results, which ads delivered the most clicks, what webpages ran your ad, and which sites resulted in the highest sales for the lowest cost.
Value: The bid may be automatically reduced – and you will be charged less for each click – when data shows that a click from a Google Network page is less likely to result in favourable business results (phone calls, signups for newsletters, registrations, online sales).