Imagine if you could buy a billboard that only advertised to your target customers.
And imagine if you only paid for that billboard when someone came and talked to you.
That’s the potential of Google Display Network.
It’s part of Google AdWords – and you have the option to choose it when you are setting up a new ad campaign.
But what is it, exactly?
And how do you use it effectively (hint: never combine it with your Search Network campaigns)?
How The Display Network Can Help You
The Display Network is places where you can advertise that aren’t on the main Google Search Engine.
So rather than showing up in the search results, say when someone searches for “oil change,” you could advertise to someone who’s doing car engine research – and catch them earlier in the buying cycle. Here’s an example of the Display Network in action…
The key is to advertise to the content or the customer’s interests. So in the above example – NAPA is advertising an offer for an oil change to a customer who’s researching car problems.
They won’t actually pay anything – unless that potential customer clicks the ad and comes to learn about the offer.
In addition, the Display Network allows you to show ads that are relevant to the person reading the website.
So you can see in the image that I’ve been researching AdWords agency competitors, and hosting solutions. In this case, it’s not exactly relevant – but normally that would signal that I’m in the market for those services, so I get an ad from them placed on this website.
Suppose you are a resort property – you can advertise to people who have been doing research for vacations on any site that they visit. You can introduce them to your name and benefits – before they go and start searching for particular beaches or resorts.
Best of all…you only pay when they click the ad.
Imagine the possibilities. It’s the 21st century version of the billboard + Yellow Pages ad.
Just like someone used to see an offer on the billboard, and think “wow – I’m interested” – then go home, see the phone number in the Yellow Pages ads, and place an order….
Now you can advertise all over the Internet on relevant sites to your target customers…and unlike billboards, you only pay per click.
And that is just the tip of the iceberg.
But in short, the Display Network allows you to show different ads all across the Internet, whereas the Search Network only shows your ads when someone searches for something on Google.
6 Rules To Use The Display Network Well
The Display Network is a huge and complicated network. Books have been written on it – and still not covered the entire potential.
However, don’t let that daunt you, here’s 10 rules to get started and get good results from the Display Network (or you can always contact ShivarWeb for help).
1. Setup Your Campaign for only the Display Network
Never mix the Search and Display Networks in a campaign. The operate in very different ways so it’s best to keep them separate.
2. Have a Display Network-only Landing Page(s)
People who see your ad out on the Internet are readers, not seekers and are usually not quite in buying mode. So, you should not just dump them on your homepage, or even your products page (they’ll just leave). Instead, you should create specific web pages with a free offer in exchange for an email address, etc to create awareness so that you’ll have a lead rather than a lost potential customer.
3. Think About Who Your Target Customer is and How They Research Your Products
What keywords would someone use to describe your product or service…before they know what its called? What research websites do they use?
4. Start Small – Choose limited keywords, and limited sites
The Internet is a huge place. And the Display Network can burn through some cash without testing. Use the flexible reach – and try out only a couple keywords and/or a couple specific sites so you can see what works, before you start advertising all over the Internet.
5. Understand the Jargon
6. Start with Text Ads, but consider Display (ie, picture ads) as you get the hang of it
And there’s much, much more. But that is what the Google Display Network is – and how you can use it.
If you have comments or questions, ask below! If this looks like an opportunity, but you’d rather not do it yourself…. Contact Us for a quote for your business. AdWords is our specialty.