For those of us who have been in the digital advertising space since the ‘90s, we’ve seen the star of display advertising, aka banner ads, rise and fall in popularity and effectiveness. Some people still make a face when I mention display ads because of a poor experience with display advertising way back when. In the last couple of years, Google has gone to great trouble to improve its targeting abilities, and is now an efficient and effective way to get in front of your potential customers when they’re not actively using the search box to buy. Whether you want to sell more products, generate more qualified leads or simply increase brand awareness, the Google Display Network (GDN) of today is worth a fresh look.
There are numerous ways advertisers can optimize their campaigns in the GDN to get in front of their customers based on contextual and behavioral targeting. In fact, we can select many targets and layer them one upon another, ensuring that we are presenting ads to users who best fit the desirable persona of our client. One of the more effective is using “in-market audiences,” which targets ads to users who, through their behavior, have shown they are further down the funnel than others and are actually in the market to purchase a product that the advertiser can provide.
The GDN is a vast network of millions of websites that publish content about an immense number of topics. At this point, the GDN reaches up to 92% of all Internet users worldwide, and nearly 80% of their time is spent outside of search. Isn’t it worth a test to get in front of all those potential customers?
As Director of Paid Search, Leslie Lewis leads the agency’s efforts in all online marketing, overseeing campaign management and strategy for search, social and mobile media buys.