One of the most versatile methods for reaching consumers in Google AdWords is through the display network. It allows you to reach out to consumers who may have never had contact with your brand, product, or services before early in their searching or purchasing cycle. You can use richer and more engaging media for these ads as well, be it images or videos in addition to text ads.
The display network uses programmatic targeting to automate most of the process for you. It decides where the most relevant placements for your ads are, which ads to show for the maximum effect, the best bid, and more so who will see your ads as opposed to where your ads will show. For information about programmatic targeting, click here! There are a few ways to advertise on the display network, which I will cover below.
You could use keywords or site topics to contextually target consumers who are interested in your business or products. This allows AdWords to search for webpages where consumers are likely to be searching for related information to your offerings, then displaying your ads on relevant pages using automated placements. That gives you time back to better optimize your ads or website. If you worry about where your ads will be shown, or have specific site or series of them you want be placed on, you could also use the manual placements option. Both of these choices are an extremely effective way to make sure that consumers are aware of your offerings while they’re still learning about their options in the market.
You can use the display network to advertise on the pre-rolls of YouTube videos. This guarantees that your ad will achieve much needed visibility to a wide or small audience. Keep in mind that advertising on YouTube means you need to use a video advertisement. The display network also allows for ad placements on sites that Google runs, like Gmail or Google Finance, as well as on applications (or apps) and mobile sites. The display network will automatically determine the best placements for these ads, though you can still choose to manually select where your ads will show.
There is also the option to pursue re-marketing. This means that consumers who have visited your site or application, but who didn’t make a purchase, are targeted for your ads in the future. Re-marketing helps increase sales among fickle buyers by keeping your offering at the top of their mind. There are many ways to re-market to consumers. Although I am unable to cover them in this post, here is a link with more information about re-marketing and the various means to pursue it.
At the end of the day, Google AdWord’s display network offers perhaps the most versatile way to reach your consumers available. There are many ways to go about advertising on the network, and the ads themselves are more engaging for consumers. When deciding which campaign type to use, remember that the search network is best for reaching consumers while they are actively looking for your product, whereas the display network is best suited for targeting specific audiences and reaching out to them in the formative portion of their purchase process.
More information about the display network is available here!