The Display Network is a collection of
partner websites and specific Google websites including Google Finance, Gmail,
Blogger, and YouTube that show AdWords ads. This network also includes mobile
sites and apps. If you've ever seen an AdWords ad on your favorite news site or
in your Gmail account, and wondered how it got there, now you know: Websites
like these are part of the Google Display Network.
When showing ads on the Display Network,
you can reach a wide range of customers with broad interests, choose which
sites or pages to appear on, and engage users with appealing ad formats. for example a fashion ecommerce company is expected
to display her products like shoes, bags, clothes for the customers to identify
their needs and make their choice, also when carrying out a particular advert
campaign which is a form of marketing, 70% of the advert campaign would be done
through display marketing.
HOW TO REACH NEW CUSTOMERS WITH GDN
Capture someone's attention at different
points in the buying cycle. For example, if you run an art supply store, you
can catch a mom's eye when she's reading reviews about the best brands of
washable paints, but before she puts her toddler in the car seat and heads out
to buy. Google Display Network helps create customer attention which lead to
customer enquiry and engagement and this is where the search engine
optimization comes in handy. In fact display marketing has grown to the point
where there are search display ads. The
Google Display Network lets you put your message in front of potential
customers at the right place and at the right time in several ways.
Reach users by keywords and topics: Using contextual targeting, AdWords finds the best
places for your ad across the Google Display Network, based on your keywords.
This can help you show your ad to an audience that’s interested in your
business and more likely to take action.
Choose specific sites or pages: Put your message on the websites you think are the best
matches for your business using placement targeting. By adding managed
placements, you can show your ad on specific WebPages, online videos, games,
RSS feeds, and mobile sites and apps that you select. You can even block your
ads from sites you don't think are relevant.
Find user who are already interested
in what you have to offer: Show your ads
on Display Network websites to specific groups of people. You can reach people
who visited your site before by creating a remarketing campaign, or customers
interested in specific categories, by adding interest categories. Then, you can
show them highly relevant messages as they browse other sites on the Google
Display Network.
ACCESS TO SELECT WHERE YOUR ADS APPEAR
Within the Display Network, you can
choose more specifically where you want your ads to appear you can select types
of pages or specific websites for your ads, as well as audiences to show your
ads to. Research has shown that various customers who purchase items online or
offline make use of the internet to research during pre-purchase, either to
identify the ecommerce companies location through directory list, product
capability and price comparison, discount offers, pricing, customer reviews and
so on.
THE REACH OF THE DISPLAY NETWORK AND
HOW IT WORKS
From millions of partner websites, news
pages, and blogs to Google websites including Gmail and YouTube, the Display
Network can help you show your message to more customers.
The Display Network reaches 83% of unique
Internet users around the world (source: Ad Planner), including people speaking
more than 30 languages in over 100 countries. To help make sure your ads appear
on high-quality sites and products, all websites and products in the Display
Network are reviewed and monitored by Google.
Display advertising does
the “heavy lifting” early in the consumer decision-making process of driving
awareness and consideration, and it’s often only because they had this initial
exposure that a user will come back later and convert. This return visit often
gets credited to search marketing, as the user will often go and search for the
brand or relevant category terms (and then click on a paid search link, for
example).
DECIDING IF THE DISPLAY NETWORK IS RIGHT FOR YOU
If you're interested in attracting customers and delivering a
compelling message about your business, advertising on the Display Network can
work for you. Display ads for example, video or image ads can really boost the
performance of your online ad campaigns and leave an impression on customers.
Here are some common goals that you can achieve by
advertising on the Display Network:
·
Sell more products or services
·
Build customer loyalty
·
Engage with customers
·
Increase brand awareness
Finally it is great
ideal to deploy an integrated online marketing strategy that includes both
search and display in order to maximize reach and conversions. You may find
that while search drives more direct conversions, the volume is not sufficient
to generate the number of leads you’re looking for. This is where you may look
at scaling up your display advertising investment to drive search volume, hence
the need for a marketing mix. For more information on the Google display
network, contact your campaign manager or visit dahoners.com
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