Why Should You Opt Into Google’s Display Network?

Written by Danielle
March 31st, 2011

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Google AdWords’ Search and Display networks are fundamentally different. It is important to know when and how to use each one for your Paid Advertising. A lot of the time it is sufficient to only advertise on the Search Network and attain all the results you set out for. However, the Display Network holds different opportunities and options when the time calls for it!

Take a look at some of the Display Network’s benefits and why you should think about opting into it:

• Search is becoming more and more competitive and it may take higher bids to maintain your click volume.
• Display can reinforce your brand awareness, reaching customers at different points of the purchase funnel.
• Uniquely interact with visitors with videos, music, and other mixed media. This gives you a wider array of advertising options that may work better with your brand. Not just text!
• It can reach previously ignored target markets. It can cater to larger and different markets.
• Display networks give you a lot of control, too. You have the option to bid one or two specific sites or even a group of related sites, using your keywords.
• Further specify your target by using Audiences in Google AdWords. This matching option allows you to control what ads are shown to each visitor (e.g. show only non-fiction book ads to visitors who had already visited the non-fiction books page on your website).
• You can track your results just like in Search! You will still have statistics on your impressions, clicks, cost-per-click, and more.

If you haven’t tried Google’s Display Network yet, test it out. That’s the best way to become familiar. Still wary? Try a couple of your text ads and use your existing keywords (for contextual targeting) first. Then progress to bidding on different websites and creating ads in different formats!

If you need help setting up your Google AdWords or need more PPC information, feel free to contact us at any time!

- Love, Danielle

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