Last month, we looked at some of the biggest benefits of advertising on Google’s Search Network. In the final part of this series, we’ll discuss Google’s Display Network and the ways it can benefit your business. Topics covered in this series are:
- 5 Ways Your Business Can Benefit from Google Search Ads
- 5 Advantages of the Google Display Network (current article)
Google’s Display Network consists of over 2 million websites and, according to Google, reaches over 90% of global internet users. Because of this, you can reach a massive audience with your display campaigns, which function just as well on their own as they do when paired with search network efforts. Here are 5 advantages to using the Google Display Network:
1. Google Display Advertising is Inexpensive
One of the biggest knocks on the Google Search Network is how expensive it can be for certain industries. For example, while an apartment complex may be able to reach their target audience at $4-5 per click, it’s not uncommon for personal injury attorney to pay $75-100 per click. These clicks are extremely valuable because they essentially guarantee that those who clicked were actively searching for you or your services. Conversely, the Display Network can get clicks for a fraction of that cost, with some as low as $0.05. It’s possible to get dozens or even hundreds of clicks for the same amount of money you would spend on just a handful of Search Network clicks, making the Display Network a kind of online billboard. Internet users who fit certain internet behavior you determine or visit certain types of websites you target will see the ads. So while a display ad click is not as valuable as a search ad click, the ability to gain multiple clicks for a fraction of the price makes the Display Network not only a great partner for a targeted Search Network campaign, but a good standalone option as well.
2. Images Are Powerful
In general, humans are generally engaged more quickly by a striking image than they are by text. The Display Network allows you to use attractive images to capture the eye of a potential customer. Visual ads are simply more engaging than text-based ads. Google’s Display Network offers numerous options, including graphics, video, and audio to set your ads apart. You can also incorporate your company’s color scheme and logo into your display advertising, making the Display Network a fantastic tool for branding and brand awareness.
3. Leverage Your Videos
The Google Display Network doesn’t just allow images – it allows video as well! With the increasing popularity of video streaming websites, like YouTube, video advertising has become a crucial aspect of the industry. Video ads give you incredible benefits you can’t get from text or image ads. A powerful testimonial or a detailed, easy-to-understand product description video could be the key to converting a new group of customers.
4. Numerous Targeting Options
One of the biggest advantages of Google’s Display Network is the variety of targeting options. When you utilize the Search Network, your target audience has to be actively searching for your products or services. However, the Display Network functions quite differently. You can target specific audiences based on their past behavior and interests, specific websites or website topics, specific demographics based on age and gender, and more. Google also allows you to build custom audiences if the preset options don’t meet your needs. Start experimenting by creating different ad groups with various targets and figure out what works best for you.
5. Remarket to Past Clickers
The ability to remarket with unique ads to people who have clicked your ads in the past is possibly the Display Network’s strongest benefit. Part 3 of this series will discuss remarketing and its unique benefits in detail. However, it’s important to understand how strong a tool remarketing is. Remarketing lists are created from those who have previously visited your website. You can then serve unique ads to those who have visited specific pages of your site. You will not only keep your brand fresh in the minds of potential customers, but you can also provide new reasons designed to help your audience convert. This could be a discount, a freebie, or more in-depth advantages of your product. Use remarketing to increase your conversions and avoid missing out on new customers.
What’s Next?
If you’re ready to start taking advantage of everything Google Ads has to offer, setting up your account is easy. Google provides a helpful sign up resource so you can get your campaigns running as quickly as possible. If you don’t have the time to set up or run your account, M&R Marketing specializes in Google Ads. We are an experienced Google Partner with multiple certified users, and we’re ready to help you begin benefiting from Google Ads.