You may have already used Google\u2019s search network to get your business to the top of the search rankings, but that\u2019s not the only way to leverage the Google ecosystem. The Google Display Network (GDN) helps you reach potential customers wherever they are online \u2013 not just when they\u2019re searching on Google.<\/p>\n
The GDN gives you a broad customer reach and more options for how your ads look. And when we say broad, we mean it. Display campaigns can appear across 35 million websites, apps and Google-owned properties like Gmail, YouTube and Google Maps. That\u2019s a lot of potential eyes on your brand.<\/p>\n
Want to put the Google Display Network to work for your business<\/a><\/span>? Here\u2019s what you need to know.<\/p>\n Using the Google Display Network means your ads pop up on a vast range of websites, apps and social platforms, reaching an incredible 90% of internet<\/a> users in one way or another.<\/p>\n With search ads, you can only target people based on what they type into the search bar, based on keywords or key phrases. With the GDN, you can target your advertising by browsing behaviour, demographics, market segments and customer interests. You can even have your ads displayed on specific websites or apps related to your business.<\/p>\n The GDN platform is designed to be simple and user-friendly, with quick set-up tools and time-saving automations. Using AI, the platform picks the ad placements and formats best suited to your campaign goals, helping you get results without too much fiddling around.<\/p>\n Benefits:<\/p>\n RELATED: <\/strong>What is marketing automation and how can it help you?<\/strong><\/a><\/p>\n While search ads generally target people looking for your product or service, display ads focus on customers at an earlier stage in the purchase journey<\/a><\/span>. These users may have searched for a similar product in the past or even clicked through to your website, but they\u2019re not actively shopping for an item when they see your ads. This is why display ads are often used for lead generation and building brand awareness rather than driving conversions.<\/p>\n There are two ways to target customers through the GDN \u2013 remarketing and prospecting. The approach you use depends on your campaign goals and your budget.<\/p>\n Prospecting:<\/b> this approach targets customers with no knowledge of your brand or product. You create audience segments based on browsing behaviour and demographic information \u2013 for example, women aged 18-34 in Melbourne, or people who have searched for products in similar categories. If you\u2019re keen to drive awareness and expand your reach beyond your established audience, prospecting can be a practical approach, but reaching brand new customers is almost always more expensive than nudging existing ones.<\/p>\n Remarketing:<\/b><\/a><\/span> this strategy, also called retargeting, identifies people who have engaged with your website or brand in some way and feeds them ads based on that engagement. For example, a person who views a specific product on your website without purchasing will see ads for that product as they browse other sites. Setting up remarketing is surprisingly simple as you can use Google\u2019s Analytics platform to create an audience<\/a> based on specific actions, such as leaving a product in-cart or searching for a particular service.<\/p>\n RELATED: <\/strong>How to segment your audience for maximum impact.<\/strong><\/a><\/p>\n What does the Google Display Network offer? The platform is designed for ease of use, guiding you through campaign building, asset creation, targeting, analytics and optimisation. Even better, built-in automation does a lot of the work for you.<\/p>\n Here\u2019s what the GDN can do:<\/p>\n You can\u2019t advertise without an audience. GDN works \u2013 naturally \u2013 in conjunction with Google Analytics, helping you create target audiences for your brand or individual campaigns. There are a few ways to build an audience segment \u2013 affinity, custom and in-market targeting.<\/p>\n Keywords, visuals, ad features, size and placement of ads \u2013 all these seemingly small decisions can have an impact on your campaign\u2019s success. The GDN\u2019s built-in campaign creation tools help you make the right decisions before you go live, with pop-up notifications that let you know if a setting or ad choice is likely to be an issue. For example, you might get a message that you haven\u2019t included enough ads in a set.<\/p>\n Standard image and responsive are the two types of ad offered through the GDN \u2013 each with a range of format options.<\/p>\n Bidding is about what you want your ads to achieve. On the Google Display Network, there are three bidding options: cost per click (CPC), cost per action (CPA) and cost per mille (CPM).<\/p>\nWhat is the Google Display Network?<\/b><\/h2>\n
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Reach new audiences with the GDN.
\n<\/b><\/h2>\nProspecting or remarketing?<\/b><\/h2>\n
Functionalities and features.
\n<\/b><\/h2>\nBuild your target audience.
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Optimise as you go.
\n<\/b><\/h3>\nPick the ad type that works for you.
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Flexible bidding options.
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