The Google display network is a system of websites with space for advertising, where you can place your ads. Using precise targeting the GDN is able to reach engaged audiences at the right stages to produce better results. It allows you to place your ads on an array of niche websites in the forms of text, images and videos as well as mobile ads.
Potential customers can be reached based on their browsing patterns.
Contextual Targeting includes;
Keyword – Matching keywords in your campaign with websites related to that keyword.
Topic – Select your target audience from a list of over 1700 categories. Google has categorized thousands of pages under this umbrella of categories.
Placement – Ads are placed on specific sites or feeds that your audience will visit.
Audience Targeting includes;
Interest Category Marketing – Ads are shown to people based on their interests and search history.
Demographics – Allows you to select your audience based on age or gender.
Re-marketing – Advertising to people who have previously visited your site but have not taken any actions.
Similar Users – Finding consumers with similar habits to those on your remarketing list.
When both of these methods are combined, the results prove very effective.There are four different phases to a prospective consumers buying cycle. Using display advertisement will help to create awareness, increase the scope of your campaign, assist in driving conversions and ultimately increase the purchase cycle.
Interest Stage – Target customers when they are evaluating.
Consideration Stage – Re-marketing to engage past visitors, includes demographic targeting.
Purchase Stage – Re-marketing targets people who have added items to an online cart, but have not followed through with a purchase. Showing relevant ads help to up-sell products.
After users have moved through the buying cycle the last step is loyalty. By targeting customers who have completed an action on your website in the past is an effective way to maintain brand loyalty. Google +1’s allow customers to spread recommendations across the internet.
The Google Display Network uses mixed advertising to target the right people at the right time, sending them the right message which is why it delivers results.