The Google Display Network (GDN) is a network of websites with advertising space where you can place your ads.
It uses precise targeting to reach engaged audiences - this delivers better results for advertisers and is a simple, cost-effective way to advertise on millions of high-quality news pages, topic-specific websites, video sites, and blogs.
Why use it
The Google Display Network is a highly targeted form of advertising that helps reach the right customers at the right time with the right message
- It’s the world’s number one ad network
- It uses precise targeting to reach engaged audiences - this delivers better results for advertisers
- It’s a simple, cost-effective way to advertise on millions of high-quality news pages, topic-specific websites, video sites and blogs
Targeting options
Contextual targeting
Reach your audience based on how they browse:
- Keyword contextual targeting - Google matches keywords in your campaign with themes on the GDN. For example, if you have ‘photography’ in your keywords your ads will be shown on sites related to photography
- Topic targeting - Google has categorized thousands of sites and pages for you. Select your audience from a list of over 1,700 categories like travel, automotive, shopping and many more
- Placement targeting - Serve ads to consumers based on specific sites on the GDN. Pick websites, videos, games and RSS feeds that your audience will be visiting
Audience targeting
- Interest category marketing - Show ads to people based on their interests. Google analyses the websites a user visits and recognizes their interests. For example: Someone who regularly visits petcare websites might be interested in a new dog grooming service you’re promoting.
- Demographics - Demographic targeting allows you to select your audiencebased on their inferred age or gender.
- Remarketing - Re-advertise to people who have visited your website but didn’t complete a specific action. Acquire new customers with negative remarketing and extend your campaign reach. You can exclude people who have already converted to your display campaign to make sure you reach new prospects.
- Similar users - Google’s look-a-like technology finds consumers with similar browsing habits to those on your remarketing list.
Combining Contextual Targeting with Audience Targeting gets the best results.
Selecting the right targeting option
There are four phases to a customer’s buying cycle. Display advertising can help build awareness, increase campaign reach, drive conversions and ultimately speed up the purchase cycle.
Awareness stage
- Showing banners on the internet increases brand recall
- The GDN supports an expanding list of rich media formats
Interest stage
- Build interest by targeting customers when they’re evaluating
- The GDN combines the best contextual and audience targeting in the world
Consideration stage
- Audience and behavioral targeting helps your ad reach qualified prospects every time
- Remarketing can engage past site visitors
- Interest category and demographic targeting can reach more qualified customers
Purchase stage
- Remarketing advertises directly and efficiently by showing personalized ads to people who have added items to an online shopping cart but haven’t completed a purchase.
- You can also use remarketing to upsell products to current customers, by showing ads relevant to their purchases.
- Studies show remarketing drives higher conversion rates
- Combining display with search drives purchase intent