Google Display Network Ads: catch the audience’s eye

Marketing Tips

Have you ever gone online window shopping, restrained yourself from purchasing anything only to find out that the item that was so tempting is now stalking you on almost any website you visit? That is one of the ways you can utilise the power of Google Display Network Ads 

You might think that having your ad display on a major website is difficult and very expensive, but the truth is Google Display Network Ads are highly efficient and available to big and small businesses alike. This tool can potentially reach more than 2 million websites and 90% of internet users, your ads can be shown to targeted audiences worldwide. But how does it work? 

Before we delve into the Google Display Network, we ought to point out what differentiates it from the Google Search Network. On the one hand, the latter focuses on keywords and user intent, which means it targets the audience when they are in the mindset of taking action and places the ads on Google’s search engine. On the other hand, Google Display Network Ads are more passive, the ads are displayed in a “banner” style across chosen websites (by Google or the marketer) reaching users while they shop, browse or read. 

Take a look at our publication on Google Search Network ads if you’d like to dive deeper into the topic.

Where will the ads appear? 

When it comes to ad placement, marketers have a few options to choose from:

• Pick them yourself: do you know your audience’s online behaviour? if you do, use this knowledge to designate the specific websites, games, videos, feeds and mobile sites on which your ads will appear.

• Let Google pick: simply designate certain keywords and topics that relate to your ad, and then Google Ads chooses the sites most relevant to those. This option works best if you tweak the targeting based on feedback to optimise results.

• Mobile Apps: you can decide whether you want your ad to appear on Mobile Apps or not, depending on who your target audience is, blocking this option can be a good decision for more limited budgets, because unless you are certain that the audience you want to reach is very active in certain mobile apps, this options might not lead to many conversions.

Why is the Google Display Network such a powerful tool? 

Instead of text, GDN allows visual and rich media ads, so considering that an estimated 90% of all information processed by our brain is visual, that alone can be a pretty big game-changer. This tool enables you to target more than keywords and the ads aren’t limited to the Google results page; you can target websites by in-market segments and audience affinity, in fact, as we mentioned above, you can pick which website placements match your target audience best. However, the greatest potential of the Google Display Network is undoubtedly creating brand awareness and catching people’s eye. 

What about the “stalker” item we mentioned earlier? This is the result of re-targeting. Google Ads enable you to target different levels of the conversion funnel, and each of the five types of Google Ads we’ve mentioned in previous publications has been designed and refined for specific marketing goals, leveraging this power to drive optimal results, requires experience and market research. The Kenshō team has been working with these tools for many years across many different business sectors and most importantly, nothing makes us happier than adding value to companies and playing a role in their growth. 

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