There are quite a few places to advertise online. There's Google search ads, there's Facebook ads, there's paid advertising on Twitter and LinkedIn.
But there's another option that's big. Like, really big. And it's one that people all too often forget about.
It's the Google Display network, and its reach is truly massive. We're talking about billions of people worldwide. We're talking about up to 90% of everyone who uses the internet.
Millions and millions of websites are monetized using Google Display ads. It's one of the most fundamental ways of monetizing a website.
So when you have a presence on the Google Display network, you have the potential to reach a lot of potential customers.
If you haven't heard the name “Google Display network,” you've undoubtedly seen the ads. They're those visual ads you see on websites. Some are square, some are long and banner shaped. All of them are clickable, and website owners get paid per click or per impression.
If you haven't been advertising via Google Display ads, it's a good idea to get in on it.
A recent blog post at Digital Marketer goes into detail about what it is, how to use it, and why it can be an indispensable part of your brand's paid advertising strategy.
The Infinite Potential of Google Display Network
Google Display has an enormous reach. Through it, you have the potential to reach over 90% of users online. You can place ads on YouTube, on mobile apps, and over two million websites that monetize their visitors with Google ads.
(The number of individual pages you can reach on GDN reaches into the billions.)
As a result, your ability to scale and reach new users on GDN is nearly unlimited.
Keep in mind that Google display ads are different than Google search ads. When many people think of Google advertising, they think of search traffic.
Search traffic is when you advertise to people who have just searched for a keyword that’s relevant to your business. Here’s an example of search ads for the keyword phrase “dental dog treats”:
[image source: Digital Marketer]
Advertising on the Search Network is a great strategy because it puts your ads in front of people who are actively searching for something related to your service.
In this case, I searched for “dental dog treats”… so the odds of me purchasing dental dog treats in the near future is very high. (If you smelled my dog’s breath, you’d understand.) As a result, Google Search Ads tend to have a high conversion rate.
The downside to search ads is that your audience is limited.
There are only so many people searching for “dental dog treats” in Google. And once you max out that traffic—when you’re showing up for all of those searches—there’s no easy way to generate more searches.
This is where the Display Network comes in.
The GDN lets you serve your ads to a much larger audience of people who might be really interested in your product or service, but who are not actively searching for it at the moment.
Here’s an example of a display ad for a dental dog treat:
[image source: Digital Marketer]
Display ads allow you to really expand your reach.
It’s a great choice for mass-appeal markets like weight loss because it can send you a tremendous volume of traffic.
GDN also works well for topics that have a lot of interest but not a lot of search activity. For example, a person may rarely search for topics related to spirituality… but if you put a good spirituality ad in front of them, they’ll stop what they’re doing and pay attention.
You can learn more about the Google Display Network over at Digital Marketer.
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