Many online advertisers are aware of the Google Search Network commonly referred to as Google PPC or Google AdWords but not everyone has heard of Google’s Display Network. The GDN is a combination of websites that includes news sites, directories and blogs and advertisers can select sites that they would like to promote their product or service on. The key focus for many advertisers is knowing where and how their money is going to be spent. An important factor when choosing to advertise on the GDN is that you have the option to choose the sites that are suitable for your business. Let’s use an example of how this could work for a local business.
The owner of a second hand car dealership wants to increase his sales by getting more exposure to his website. He signs up for Google advertising and selects the Google Display Network, he then needs to decide which websites he would like to display his advert on. An example website would be the Locanto directory and he could select to show his advert on the pages dedicated to car classifieds. People looking for a car would see his advert and might be convinced to purchase through his dealership.
Will they click on your ad? On the display network, advertisers can opt into a number of different ad formats such as image, text or video and there are number of different image sizes. It is best to cast a wide net at first and try as many different ad options to see which ad format performs best. Ensure image ads are enticing and preferably contain an offer or promotion. The following is an example of a popular car brand using the Display network to advertise on the “Locanto for sale” page.
As always, with Google, the advertiser controls how much they wish to spend. Many advertisers opt into the cost-per-click model and select how much they are willing to pay per click on their advert and how much they are willing to spend per day. The overall success of the Google Display Network is two-fold – some advertisers utilise this type of advertising for brand exposure on a new product or service and others reveal a significant increase on their return on investment through an increase in sales.
If you are interested in advertising on the Google Display Network, contact the MJ Media team online at https://www.mjmedia.co.za/contact-us/