All You Need To Know About Google Display Network (GDN) by Absolute Digital
Updated: Oct 20, 2020
Google Display Network (GDN)can help you reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps.
You can use GDN to find new customers or engage your existing customers using audiences. Similar audiences and in-market audiences allow you to target people who are most likely to be interested in your products, helping you find new prospective customers.
You can also use data, like remarketing lists, to help you re-engage people who previously visited your site. One way to drive higher conversions using automation. Automated targeting helps you get more conversions by finding high-performing audiences based on your existing audiences and landing page. By automatically optimizing over time, Google Ads can learn which audiences work for you.
How GDN Works?
While the Search Network can reach people that are already searching for specific products or services, the Display Network can help you capture someone's attention earlier in the buying cycle. You can show your ads in front of potential clients before they start searching for your products or services, which can be key for your overall advertising strategy. You can also use retargeting/remarketing to remind your potential clients of what they are interested in if they have previously visited your website.
Google owns ad space in a collection of websites and mobile apps that show ads. You can effectively 'rent' these add spaces on other people's websites to advertise via GDN.
If you've ever seen a familiar ad on your favorite website or in your Gmail account and wondered how it got there, now you know: websites like these are part of the Google Display Network and you were most likely target because you've seen their products or services and/or seen something similar before online.
What is Remarketing?
Your ads can appear on websites based on the different targeting methods, these are some ways to target your ads:
Choose keywords and topics related to what your offer
Choose specific websites or pages
Choose specific audiences based on their interests, demographics, or whether they've visited your website before.
If you've ever heard of the myth that you should browse for your holiday flight tickets in incognito mode is because airlines are extremely aggressive with their GDN and remarketing campaigns.
This happens when you click on an existing flight detail but have not made the booking. If you were not in incognito mode (they track your IP address using your web browser's cookies), there is a very high chance that similar flight tickets to your destination will pop up everywhere online for the next 30days! This is the magic of remarketing!
Whilst Google Search allows you to appear in front of potential customers who are searching for your products or services, you will not be able to target these groups of people with their interests or demographics.
As for GDN, you will be able to display your ads in front of your specific target audience based on the websites that you choose.
These websites can either be generic like the local newspaper's website or more specific like a photography forum if you are selling cameras. GDN remarketing offers a unique opportunity for you to retarget these groups of specific audiences to remind them of your offer/brand even after they leave your website. With GDN Remarketing, your ads will follow the potential client (if they clicked on your ad or website) for the next 30 days on all available GDN ad spaces including some mobile apps! This means if your prospect is undecided on their purchase decision...
...they will be constantly reminded of your brand wherever they go online!
Now isn't this tool powerful?
GDN or Google Search?
While the main goal of the Search Network is to convert potential clients, GDN's campaign objectives should be to increase your online presence by increasing the number of views/impressions. The conversion rate is usually much lower due to the fact that these views might not need your services at that point in time.
With that being said, if they've seen your ads enough, and if they do require your products or services in the near future, they will turn to Search to find your brand and then enquire from there.
GDN is therefore a branding campaign rather than a conversion campaign like Search Network.
No matter which platform you choose to advertise, it is important to consult a professional digital marketing expert to set your campaign and brand on the right track! If you need help with digital marketing, do drop us an email at firstname.lastname@example.org or you can visit our website at www.absolutedigital.sg
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