Why Use Google AdWords Display Advertising?
Google estimates that their display network provides coverage to over 90 percent of all internet users. However, it is not just the reach of the network that makes it so impressive. It is the ability to target and segment users in a variety of ways that make it so lucrative for advertisers.
Different Types of Display Advertising
It is a common misconception that the Display Network only provides you with the option of displaying image ads. In fact, the Google Display Network allows you to advertise in many different formats such as:
- Text Ads – text ads on display are the same as you would on the search network. Text ads consist of a headline and two lines of text. This allows advertisers to create a range of ads to text which copy is generating the most clicks.
- Image Ads – a static image that would fill the entire ad block on the website it appears upon. You can custom your imagery, layouts and background colours on image ads.
- Rich media Ads – include interactive elements that change depending on who is looking at the ad and how they interact with it. For example, a moving carousel of products.
- Video Ads – are now becoming more popular since YouTube is included on the Display Network. You can now utilise Google AdWords Display Advertising to place your ads next to YouTube videos.
Targeting on the Google Display Network
Placement targeting refers to the option of choosing which websites you want to appear on. Thus giving you the most control over where you’re going to appear on the Google Display Network. This is effective for targeting a specific demographic. And provides advertisers with an opportunity to look for websites geared towards special interests. Interests that closely match their target audience.
This is the most common targeting type. It utilizes the keywords related to the products and services you offer. You will first need to create a keyword list and Google will optimize your display ads to appear on sites related to the keywords you provide.
Remarketing allows you to deposit a cookie on the computers of visitors who visit your website pages. Google will then display ads specifically to those people whenever they visit sites on the Google Display Network.
Which Business Sectors Should Consider Google AdWords Display Advertising?
Google AdWords display advertising can boost paid performance for most businesses. In some industries the search network can be so competitive that the display network presents the best opportunity for smaller businesses to gain paid online visibility. With the search network, people are actively searching for the goods or services that you are serving them an ad for.
However, with all the targeting options available today the display network is a great option for advertisers who have been priced out of advertising using search ads. If you’re already advertising on the search network then it is recommended testing a display campaign using some of the tips presented in this article to determine if the display network can deliver results for your business alongside your existing search network campaigns.
For more information make sure to check out my friend, Omar’s website about Google Ads- Display here!