The 8 Most Important Things to Know about the Google Display Network
The Google Display Network offers exciting opportunities for advertisers online. Here are the eight most important things to understand about it:
- The first thing to understand is that display advertising is completely different than search advertising. Display ads appear next to content. The viewer of the ad is not searching for anything; they are simply reading a news article, watching a video, or giving their attention to some other kind of content. Display ads are an attempt by advertisers to draw attention in order to promote a brand, or direct response from a consumer.
- The Google Display Network is the largest audience reach advertising platform on earth. There are millions of websites that allocate space for showing Google ads, including some of Google’s own properties like: Gmail, YouTube, and Blogger. If you have a website, you can choose to join Google’s AdSense program which allows Google ads to show on your website. This would make your site part of the Google Display Network.
- Google Display Network advertising allows for many different types of ad formats, including text ads, image ads, video ads, and various rich media ads which behave differently depending on user interaction.
- There are many different approaches to targeting Google display ads. One method of targeting is called contextual targeting. This is where advertisers can have their ads show on webpages that are related to particular subjects. For example, if your business is selling surfboards, you can use either keyword or topic targeting so your ads will be displayed on webpages related to surfing.
- Another type of targeting is called interest targeting. This is where advertisers can target people who have recently shown a particular interest. To create interest targets, Google looks to the recent search and browsing history and of its users. For example, if someone is searching about baking recipes, and you set up interest targeting for baking, Google might display your ad to that person.
- Another way interest targeting can be accomplished is with remarketing. You can create remarketing lists that let you advertise specifically the people who looked at your website, or certain pages of your website.
- When the display ad appears somewhere in the Google Display Network, that’s called a placement. Google handles placements in two different ways: automatic placements, and manual placements. With automatic placements, Google decides which webpages to display your ads (based on your indicated targeting preferences). AdWords also lets you set manual placements. This means that the advertiser can decide which webpages they want their ads to show on.
- When it comes to bidding, you have the same options as with search advertising, but you have one additional option called CPM bidding. CPM means cost per 1000 impressions. If you CPM bidding, you will not be paying by click, you will be paying by impression. This can be beneficial for brands that want massive exposure at a low cost. CPM bidding is not often used or recommended for direct response advertisers
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