What is Google Display Network (GDN)?
Google Display Network (GDN) is the world’s largest display advertising network comprising of a collection of websites showing AdWords advertisement. These exclude the advertisements that show in the search results.
The collection of websites includes:
- Google properties like YouTube, Gmail and Google Maps etc.
- iOS mobile apps
- Android apps
- Web sites that are running Google ads like gumtree.sg, propertyguru.com.sg etc.
Ads can appear in various formats including video, images and interactive ads.
How does Google Display Network (GDN) Work?
Advertisers can create a Google Display Network campaign by setting a budget, defining target devices (mobile, desktops or both), set targeting based on keywords interests or target specific websites and then start building the image or text ad. Advertisers can also place an advertisement on the network to connect with potential customers who may be visiting their favourite websites.
In order to ensure that businesses reach the relevant audience, there is a variety of targeting options in place with the 3 most popular options as follows:
- Contextual Targeting
- Placement Targeting
- Audience Targeting (Remarketing)
Using the keywords or topics selected, AdWords matches them to relevant sites for the advertisement to appear.
Ads are allowed to be placed in the selection of sites, either in the entire site or specific pages. Advertisers can also block advertisement from sites which they think are not relevant.
Audience Targeting (Remarketing)
Reaching out to potential customers who have previously visited the business website. Basically, the advertisement is shown as the potential customer is browsing other sites on the GDN.
Why is Google Display Network Important?
Google Display Network (GDN), being the world’s largest display advertising network, reaches out to more than 80% of Internet users worldwide. With a combination of targeting tools, advertisers are able to reach and connect with their customers more efficiently.
The Google Display Network is exceptionally important because of its expansive reach across multiple devices. You do not have to wait for a potential customer to search for your targeted keyword before getting an exposure. Your ads will have a good chance of appearing as long as they are relevant to the content of the website and are displayed on any partner websites (eg iproperty.com.my). This is a great form of cross-selling for your business.
Unlike Pay Per Click (PPC), you also have the option of display ads in the form of images or even videos, not just text.
Who Should Use Google Display Network?
Advertisers looking to expand their online presence should consider GDN. While the potential customers go about with their daily internet activities by visiting their bookmarked websites, the advertisements may catch their attention and help to create brand awareness even if they do not click on the advertisements to purchase anything.
If you are a small business owner with a need for brand awareness, GDN can be extremely powerful. Even for large companies with a new product to push to market, this form of advertising definitely fits the bill because there is an option of displaying the actual product image or even in video ads.
This has been proven to give a higher conversion rate as only relevant advertisements are displayed to website visitors.
What Are The Advantages of the Google Display (GDN) Network?
Google Display Network (GDN) comprises of over million of sites reaching out to more than 80% of worldwide Internet users.
GDN also comprises of hundreds and thousands of small niche websites and mobile apps all over the world, not only of its own properties like YouTube, Gmail and Blogger. With this network, you will be able to reach out to your potential customers easily.
With the variety of targeting options provided in GDN advertising, businesses can place advertisements in front of Internet users who are most interested in their products or service provided.
Your ads will appear only in relevant sites or relevant pages of sites. This decreases the chance of wasted exposure and increases conversion rates. You can also set up your ad campaign to pay only if there is a click by a potential customer to go your website. No cost is incurred if your ad does not get any clicks.
Access to detailed reports of the advertising campaign is given to the advertisers. From the reports, advertisers can track and monitor advertisement’s engagement and effectively manage the campaign.
With such a huge exposure, you can expect to see a growth in traffic instantly. As long as your website advertisement complies with the Google Search terms and conditions, your website can be seen on the same day. This means connecting to your potential customers immediately.
Points to take note on Google Display Network (GDN).
Similar to Pay Per Click (PPC), your advertisements will not be shown if your budget is exhausted on that day.
Example: If you set a $1000 online marketing budget limit per month, this will mean $33.33 a day. If your targeted keyword costs $1 per click, your budget will buy you 33 clicks. If you hit your budget for the day, your ad will no longer run until the next day.