Launch Advertising Campaigns Using Google Display Network

Google Display Network ads

Last Friday, I talked about using Google Adwords as a means by which you can get front-page ranking on Google searches. These are text-based ads located at the top and right-hand columns of the page. 

Google also enables the use of display ads via the Google Display Network (GDN), which uses images and video to promote your company, products or services.

Gaining an understanding of why and how to use the display network is the topic of today’s post, but allow me to clarify a few things before we get into the nitty-gritty.

Both AdWords and the Display Network are part of the Google Network. AdWords relate to Google Search, and search partners such as AOL. The Display Network consists of more than 2 million websites, apps, videos, blogs and other online properties where your ads can appear that, according to Google, reach more than 90% of internet users in 30 languages and 100 countries.

This video explains how Google Display Network works.

Google Display Network Ad Formats

GDN allows advertisers to create four different types of ad formats including text, image, interactive and video. Ads are placed on websites relevant to what you sell, and they also work on mobile devices. 

Google Display Network ad formats

GDN Creates Ads for You

If you already have ad creative such as banner ads or videos, you can use those with GDN. If you don’t, Google can create them for you via its Display Ad Builder tool that contains hundreds of professionally designed templates.

You can incorporate images from Google’s stock files, upload them from your computer, or pull them directly from your website. Using the ad builder is easy enough so that no special training is necessary. Use of the tool is free.

For existing AdWords users, the tool provides pre-made image ads using copy from your text ads, which you can directly to one of your campaigns, or customize them further.

Here are examples of ads developed use the display ad builder tool.

Google Display Ad Builder

Matching Ads to Websites

Google Display Network offers several ways to target those who see your ads.

Keywords and Topics– Using contextual targeting, AdWords finds the best places for your ad across the Google Display Network, based on keywords you selected.

Specific Websites or Pages – Choose the websites or even web pages where you want your ads to appear using placement targeting. You can even block your ads from sites you don’t think are relevant.

Groups of People – Google enables you to target specific groups of people in one of three ways:

  • Remarketing: Using a technology known as remarketing (also referred to as retargeting), Google can show your ads to people who previously visited your website or conducted a search.
  • Interest categories: You can also reach groups of people based on interest categories such as sports or travel even when they visit a page related to a different topic.
  • Demographics: Target people based on demographic information like gender and age.

Get Started Using GDN

Google offers a getting started guide for advertisers who wish to leverage its extensive network with display advertising.

Other Display Advertising Networks

Google is not the only display advertising network on the block. Four others to consider include:

AdRoll

Adroll bills itself as the retargeting (remarketing) experts and has access to more than 60 leading ad networks and exchanges, including Google, Facebook, Microsoft, and Yahoo. Priced to fit smaller budgets, Adroll also offers a two-week free trial.

Chitika

Chitika’s claim to fame is its network of 350,000 websites. The platform utilizes proprietary targeting, optimization and data analytics technology to programmatically show the right ad to the right person at the right time.

Site Scout

A self-service advertising platform that uses real-time bidding technology to serve banner ads across its network of advertising exchanges.

ReachLocal

Focused on helping local businesses get found online, ReachLocal offers both search advertising via AdWords and display advertising across a range of network partner sites.