Google Ads - How the Display Network Works
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Digital marketing is quite the strategy for brands looking for expressive growth on the internet.
Among the existing tools, Google Display ads are excellent ways to advertise and gain greater visibility.
The display network is also great for improving positioning, increasing reach, capturing visitors and exposing your brand to thousands of people.
Ads make it possible for your brand to be seen prominently on important websites.
The Google Display Network has numerous partner sites that allow advertising in paid media.
In this way, the strategy impacts a segmented audience according to your area.
In this post, take the opportunity to learn what Google Display ads are, how campaigns work, the types of ads, their differences and much more!
What are Google Display Ads?
Google Display campaigns are paid ads displayed on the Google Display Network.
As the name implies, the display is a format for displaying ads that are visually appealing and are shown on various websites.
Users browsing websites and apps that are owned by Google (such as YouTube and Gmail, for example) or websites that are associated with receiving such advertising are impacted by these ads.
These sites often have a high flow of visitors every day, which makes them perfect showcases to expose your products.
After all, instead of walking around a shopping center looking at storefronts, we now do it virtually, looking at e-commerce products.
Google AdWords is critical for serving ads on the web.
The campaign creation tool is also used for creating campaigns on the display network, but you need to configure where the ad will appear, audience targeting and other factors.
How does the Google Display Network work?
The Display Network is a strategic tool to reach your target audience through paid media.
Basically, you create an ad with a strategic message, select the desired targeting for users who have the potential to be attracted and converted, and choose the right time and place for that action.
It's like that traditional advertisement we see on TV: the advertiser chooses the product that will be shown, with days and times for the commercial to be aired.
However, on the internet it is possible to know with much more precision how many people were reached, the number of conversions and much more.
In addition, Google AdWords makes automatic optimizations itself in order to improve the performance of your ads.
The tool also works with similar segments, so you can reach more people interested in your products — with great remarketing campaigns too.
How are ads different from the search engine's search network?
Google ads are divided into different categories.
The Search Network are those campaigns that are shown as soon as the user performs a search in the search engine, they are shown at the top of the page with the “ad” tag.
It's a great strategy to capture more visitors using relevant keywords.
Meanwhile, the Display Network runs campaigns that use responsive ads.
Thus, the formats are adjusted according to the spaces that are available.
Ads can be created with images, logos, videos, text only or descriptions.
From this, Google Ads itself chooses the most appropriate format and combines it with other resources to boost results before showing the campaign on websites, apps, Gmail and YouTube.
What are the types of Display Network ads?
Campaigns created on the Display Network offer numerous possibilities and you can configure them as you see fit. Ads are displayed in banners that are located on the sides, footer or top of pages and show the image of products.
Check out the main types of ads that are created by the Google Display Network.
Still ads: they are shown in banners and you can include the product photo and this increases the chances of engaging and converting users;
Video ads: These are displayed on the sides or footer of videos while they are being watched. YouTube is one of the biggest examples of website serving video ads;
Text ads: they are small boxes with short texts that are usually located on the sides of the page;
Rich media ads: these are innovative formats and are usually displayed with animations, such as product carousels where the user can go through and view different items.
How to do audience segmentation?
Ads on the Display Network are good options to reach a growing audience. However, this is only possible if you do the proper targeting.
That's why it's important to ask yourself a few questions before you start creating your campaign:
– who do I want to impact with these ads?
– who is my target audience?
– what are the interests and habits of these people?
– what do they search the most on the internet?
– which people have already interacted with your ads and can be reached again with a remarketing campaign?
Segmentation settings use a series of information and data so that campaigns are well defined and thus reach the people who are actually more likely to convert.
The information used is such as:
– demographics;
– interests;
– affinities;
– habits;
- buying intention;
- Important events;
– customer list segmentation by CRM;
– interactions with your brand;
– similar target audience.
What are the benefits of advertising on the Google Display Network?
The Google Display Network has more than 2 million partner websites and apps that help show your ads to more than 90% of internet users worldwide, according to Google itself.
In this sense, this is an incredible possibility to reach a significant number of people through campaigns.
Another great benefit of advertising on the Display Network is that campaigns can be created as per your objective.
Is your goal to have more sales? generate more leads? increase traffic to your site?
All of this can be thought of so that the investment is targeted and more effective.
Therefore, Google Display ads are very interesting and you can get significant results.
With targeted campaigns, you can attract a qualified audience that benefits your entire digital marketing.
While you're here, understand what is conversational marketing and how can it help your company.