What is the Google Display Network and should my business advertise on it?
What is the Google Display Network?
Display advertising allows you to target people in two ways:
In our Google remarketing article , we discussed the funnel that represents the different stages a customer moves through from ‘awareness’ to ‘purchase’.
You can use GDN at the top of the funnel to build brand awareness and recognition, and showcase products or services to users who appear to be good prospects.
There are many different strategies that marketers use to target prospects depending on the business’ goal.
You can also target mid-funnel prospects (consideration) or low-funnel (intending to buy) with different strategies including remarketing.
Should I advertise my business on Google Display Network?
Every business should have some form of remarketing strategy in place.
At Retain Media, we have a number of clients who spend the majority of their Google budget on the display network.
A few reasons for focusing more heavily on GDN include:
clients get better return
Clients get a better return on GDN than search ads (lower cost-per-click rate and higher conversion rate)
GDN is less competitive, as many ad agencies focus on search ads. We find that we can reach and influence more prospects with less clutter on GDN.
GDN less competitive
Why should you choose Retain Media for your Google Display?
How does Retain Media optimise your Google Display Network results?
We are experienced in optimising GDN so that your business can get the best results. We measure the success of your display campaign by looking at three things:
This is monitored in GA. We look at the number of new users that are visiting your website as this is a good way to see if your display campaigns are increasing brand awareness and website traffic.
We track how many click-throughs you are getting to your website from display ads, as well as whether a user taps, clicks or expands on lightbox ads.
Direct response metrics
This includes measuring the success of your display ads through direct responses on your website including creating a new account, starting a free trial, signing up for an upcoming event and subscribing to your newsletter.