SEM Crash Course 3rd Edition: Conquering Google Display

PPC

Ever heard the saying “a picture says 1,000 words”? If your brand advertises on Google Display, that old adage takes on a whole new meaning.

First, we brought you the SEM intro you’ve been searching for. Then came the breakdown on Search Ads. Now, we’ll introduce you to the third big player in the SEM game: The Google Display Network (GDN).

Read on to learn how your brand can harness the GDN to captivate your target audience and achieve your marketing goals.

The Google Display Network

In digital marketing, we talk plenty about search engines and what they can do for branding, traffic and sales. Even though many types of Google Ads find their home on the iconic search engine, Google’s grasp can also extend to its indexed websites in the form of Display Ads.

These are ads which feature in designated ad space, usually along the borders of strategically chosen websites. Reminiscent of online billboards, most Display Ads feature a strong visual element to leave a lasting impression on viewers.

They can either be static images (banner ads) or responsive ads that are dynamic in nature, with the ability to automatically adjust to any available ad space. As with any other pay-per-click (PPC) strategy, you’re only charged when someone clicks on your Display Ad.

The GDN Expands Your Brand’s Reach


Google’s Display Network is the world’s largest, reaching 90% of internet users globally. On top of that, Display Ads have the potential to appear on over two million sites and over 650k apps.

This is an outstanding opportunity for brands to widen their reach unlike any other. To add even more value, the GDN’s cost-per-click (CPC) is generally $2 less than other Google Ad platforms. Between the low cost and wide reach, advertising on the GDN is an obvious choice for brands seeking to gain exposure and site traffic.

Determining Display Ad Location

Having your Display Ads shown across different websites is a tantalizing prospect, but how are their host domains chosen? There are two main ways:

1. Pick individual domains

This feature, known as “managed placements”, lets you designate the exact websites, feeds, apps and other media your ads are shown on.

Managed placements allow for granular control over your budget spend by showing your ads only on platforms you know will deliver results.

Control at this level is great – but only if you have proven data to back up your choices. If you know your target audience and their buying patterns like the back of your hand, this strategy will be perfect for you.

2. Leave it up to Google

The other choice you have is to let Google decide your ad placements. Of course, you’re not surrendering all control or lazily fumbling around in the dark – Google knows its stuff!

With this method, ad locations are determined based on keyword and topic designation.

This delivers broader ad coverage overall, but to get the best results you’ll need to ensure you keep a close eye on performance to avoid wasted budget spend on non-performing domain placements.

Target With Pin-Point Accuracy

Another big advantage of Display Ads is the ability to target them according to different parameters. You can curate Display Ads’ targeting according to:

  1. Interest/topic (known as affinity audiences)
  2. Demographic (age or gender)
  3. Activity (driven by cookies to inform the GDN when users browse pages, fill out forms, abandon shopping carts etc.)
  4. Keywords (ads show up only when certain key phrases are entered)

Which ones you choose depends on the goals of your GDN campaign. Such specific targeting abilities gives brands a fantastic chance to get familiar with their desired audience, along with buying patterns and interactions with your site.

Kick It Up A Notch With Remarketing

A revolutionary complement to advertising on the GDN is remarketing. Carried out within the GDN, remarketing comes in the form of those ads for previously viewed products that seem to follow you around the internet.

What makes remarketing such a game-changer is its hyper-targeted nature. Using the information gathered by the targeting methods above, remarketing displays ads to people who started but did not complete an interaction on your website.

This priceless innovation keeps your brand at the top of consumers’ minds. Because they have already seen your product – and maybe even added it to their shopping cart – they’re far more likely to click-through and convert.

Real-Life Results

The GDN has proven an integral component in the success stories of many businesses worldwide. For example, this bakery effectively used Google Display to boost conversions by a huge 35%, increasing impressions (ad views) by over 330% – that translates to a phenomenal boost in exposure and revenue.

Don’t let your business miss out on the amazing benefits of advertising on the GDN. If you want some tailored assistance to get your GDN campaign started, why not speak to the professionals today?

Thanks for reading our breakdown of the Google Display Network and what it can bring to your business. While SEM is an essential component of digital marketing, it’s just that – a component. Get some tips to help flesh out your strategy and check out our Social Media Marketing 101 Series for more!