This article will show you how the Google Display Network can support specific marketing objectives for your business. You’ll also learn about the types of businesses that can benefit from advertising with the Display Network.

Why use the Display Network?

Internet users spend over 80% of their online time reading and engaging with content on websites. The Google Display Network can help businesses reach all these potential customers. Unlike Search, the GDN has multiple bidding options (CPC, vCPM, CPA, CPV), as well as an array of popular ad formats such as banners, videos and other rich media creatives. The GDN has:

• Massive Scale
  Run your ads and connect with your audience Gmail, YouTube, and millions of other sites such as Gumtree, Olx, News24 etc.
• Measurable Performance and Maximized Results
  Maximize results for both branding and direct display clients with the Display Network’s measurable performance.
• Contextual Engine
  Google harnesses the best contextual engine on the planet to place ads against the most relevant content, driving your marketing results.
• Free tools for ad creation and campaign setup
  AdWords provides free tools to help you create, measure, and optimize your ads for the Display Network
• Easy campaign setup with marketing objectives
  You indicate your marketing objective and AdWords brings you only the features and options that are relevant to what you want to accomplish.

Who uses the Display Network?

Individual – Werner’s Florist:

Werner uses the Display Network to drive sales by placing his ads on popular gardening websites and re-engaging interested customers. Over 90% of shoppers won’t make a purchase on their first visit, so Werner uses remarketing to bring back people for another chance to buy.

Small business owners – Clothes R Us (Pty) Ltd

Karabo uses the Display Network to bring new customers into the Clothes R Us online store. She does this by creating compelling image and video ads. Karabo targets ‘Parents’ (because parents typically buy the product) and the topic ‘Children’s Clothing’ to only target websites about that specific topic. She also uses location targeting to show her ads only to users who are close by her store in Bedfordview.

Large businesses – The Ad Agency

The Ad Agency: Itumeleng at The Ad Agency uses the Display Network to create campaigns for her clients. She appreciates the Display Network’s easy-to-use interface, free tools for setting up campaigns, and the historical data she can use to improve her campaigns.

When first setting up a Display Network campaign, you can choose Marketing objectives instead of all features. Marketing objectives guide you to the features designed to work best with your goal.

Further learning

The value of display advertising on the Google Display Network