Google’s Display Network is a very powerful tool that can build awareness, drive traffic, promote sales, and much more. Google has hundreds of thousands of partners who show ads on their website. These websites get a portion of the revenue generated through the ads. This is the basic way the display network works. As an advertiser, you have the ability to show ads on these websites. Below is an example of a display ads on a website in the display network:
Google gives you the ability to target different people through multiple methods. These methods can be broken down into two main categories, Audience and Content.
When you target an audience, you are targeting a group of people that have something in common. It may be that you target a group of people in the market for a certain product, or it could simply be an audience of people who have already visited your site.
Content targeting gives you the ability to target specific websites that share some attribute. You may target a topic such as pages that contain travel content, or you could choose specific websites on the display network that you believe will generate relevant awareness.
One key thing to keep in mind when determining what type of targeting you want to use when creating a new display network is the marketing funnel. The display network provides ways to target people at different levels of the funnel. If you’d like to work on building awareness you should consider targeting demographics or placements. If you’d like to influence someone who’s considering purchasing your service or product, in-market targeting could be effective.
In the next two sections I’ll show how to create a new display network campaign, and give a more in depth explanation of the different targeting methods and when to use them.
The third section will go over gmail targeting. Gmail targeting shows ads in people’s actual gmail account in the promotions section. The creating of the campaign has very similar elements as the display campaign.