What is the Google Display Network?
You are probably familiar with the ads shown in response to searches on Google. But did you know Google has a network of over a billion web pages where your ads can show? These are content pages on websites covering a wide variety of topics. For example, if you visit a website about playing guitar, you may see ads for music equipment within the articles and throughout the website. These type of ads have some similarities and differences as compared to search network ads.
At Internet Ad Management Inc., I spend a lot of time on search marketing- ads shown in response to search queries. But for some accounts, the display network offers higher traffic at lower cost. There are a number of reasons the cost per click may be less.
- There are so many places to put ads, it may be less competitive among advertisers.
- Many advertisers do not create ads with the display network in mind.
- Your ad may be more compelling with graphics.
- You may find a placement that is highly productive.
- Remarketing targets former site visitors.
- You can target prospects by interest.
- You can target by geography.
Display ads are especially suited for branding where you purpose is to get impressions over getting clicks. It’s possible to pay by the impression instead of by the click. Also for “push” advertising where search is difficult due to a low number of related search inquires. Display advertising is essential for remarketing and target by interest programs within Google AdWords. When choosing placements, by topic or manually, it is important to select relevant placements. Ads are far more effective when you find a placement that matches your target market.
Have you tried display ads with graphics? What were you selling and what was the content of the website(s) where you placed the ad?