Why Your Business Should Use Google Display

Quinn Dolan
July 20, 2020

There’s no doubt that the world wide web is a big [read: humongous] place. For some brands and advertisers, this may seem daunting––but for those well-versed in Google Display, it becomes an opportunity.

Google Display offers unique, extensive, and detailed targeting across the Google Display Network (GDN). The GDN consists of more than 2 million websites, videos, and apps where your ads can appear. Need we say more?

Well, we will.

The basics

Consider the possibility of those millions of websites, videos, and apps. That’s a lot of ad real estate! As a result, Google Display offers significant reach, as well as lower cost-per-clicks (CPC) than Google Search.

Additionally, according to Google, the Display Network reaches 90% of Internet users worldwide. From a brand awareness perspective, this reach presents a huge opportunity for businesses that want to get in front of a lot of users at a relatively low cost.

On top of brand awareness, Display can also be effective in direct response campaigns to drive leads or purchases.

Google Display capabilities

At a high level, Google Display presents two main audience opportunities: remarketing and prospecting. The former aims to re-engage past site visitors and the latter targets new users who might not be aware of your product or service.

For Display campaigns, audiences are estimated and created by Google based on users’ specific interests, intents, and demographics. When these audiences are added to a campaign or ad group, Google Ads will show the messaging to users who are likely in the selected categories. These categories range from “Black Friday Shoppers” to people that have visited specific pages on your website.

We’ve created a cheat sheet below that details the Remarketing and Prospecting audience opportunities of Google Display:

  • Remarketing – Re-engage users who have already been to your website.

    • Website Remarketing – reach users that have interacted with your website (e.g. visited a /product page but didn’t visit /thank-you)

    • Customer Match – reach existing customers using emails from your CRM data

  • ProspectingTarget new users who might not be aware of your product or service.

    • Affinity and Custom Affinity – reach users based on their passions, habits, and interests (e.g. Shoppers, Travel, and Media & Entertainment)

    • Detailed Demographics – reach users based on life facts or statuses (e.g. Education, Parental Status, and Marital Status)

    • Life Events – reach users who recently had a life milestone (e.g. Marriage, Purchasing a Home, and Retirement)

    • Custom Intent & In-market – reach users based on their recent search or purchase intent (e.g. Apparel & Accessories, Home & Garden, and Business Services)

    • Similar audiences – reach users with similar interests to your website visitors or customers (e.g. similar to past purchasers)

Why use Google Display?

Google Display is a powerful tool. There are several key differentiators that set it apart from other digital advertising products and platforms:

  1. Vast inventory – Display ads can show to users on almost any website, including Gmail, YouTube, and mobile apps. This extensive reach means a lot of ad impressions in a short period of time.
  1. Target audiences and lists – Unlike Search, Display ads are targeted by audience rather than keyword.

  1. Cost-effective – Due to Display’s extensive reach, cost-per-click (CPC) is typically much lower than that of Google Search. This allows for a lot of impressions and clicks to your landing page.

  1. Creative – Get creative! Create ads with images, animations, short videos, and text to grab your audience’s attention. Compared to Search ads, Display allows for a lot more creativity and design.

We're Perfect Search

Want to learn more about how Perfect Search can help your brand drive results through Google Display? Check out our Display services page.

Quinn Dolan
Director of Search & Social Advertising

Quinn, a Notre Dame alum, hails from Oconomowoc, Wisconsin (A.K.A. BROconomowoc, A.K.A. The Real OC). Though he’s not afraid to admit that he wants to swim in a pool of spaghetti noodles, his guilty pleasures are shower beers and The Bachelor.

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