Analysing Google Display Network In Digital Marketing

Analysing Google Display Network In Digital Marketing

 

The Google Display Network (GDN) is the display and video advertising channel that allows advertisers to serve display and video ads to their target audience using the AdWords interface.

 

 

  • The GDN allows advertisers to connect with customers and potential customers with text, image, rich media and video ads (including YouTube). It can help you reach people while they are browsing websites, reading the news, their favourite blogs, looking for shopping or travel inspiration, or watching a YouTube video.

google display network

  • When you advertise, you can choose to show your ads in particular contexts (like “outdoor lifestyles” or “cnn.com”), to particular audiences (like “young moms” or “people shopping for a new sedan”) and/or in particular locations.

 

  • Also, on the GDN you can remarket to people who have been on your website before and may or may not have converted and show them a tailored ad to increase conversions and/or brand awareness, serving ads to users as they browse the web.

You have two options when you advertise on the GDN:

  • Search Network with Display opt-in: Helps you reach people as they use Google search and visit sites across the web. In it’s the most basic form, this means allowing your text ads to display elsewhere outside of the search results page using your keywords as your contextual targeting across the web.
  • Display Network only: Your ads are matched to websites or mobile apps that include content that’s related to your business or to your customers’ interests – a pure display campaign.

 

Something to be very careful of: Each campaign choice also gives you the option for a smart display creation where the system chooses the right bidding, targeting and ad creation for you. This is not recommended as they are difficult to optimize because the system does this for you and very rarely gets you refined results. 

 

When you begin building your campaigns, you can choose one of three predefined campaign goals – and for ease of use, you will find that they are aligned to the buyer’s journey. These include building awareness, influencing consideration and driving action.

  • The “Awareness” goal gives marketers the opportunity to reach prospects at every stage of the buyer’s journey.
  • The “Influence Consideration” option is is designed to help you find the right audience across millions of websites.
  • “Driving Action” lets you be strategic and puts your message in front of potential customers at the right place and at the right time.

 

The GDN lets you advertise in a variety of formats and sizes with text ads, static and animated image ads, rich media and video ads.

  • Text ads: A word only ad format, the same as on the Search network but may display differently on the GDN, adapting to fit websites and screen sizes.
  • Image ads: They can be static or animated in .gif or HTML5 format and are a great way of delivering your message or uplifting brand awareness in a visual way with very simple animation.
  • Rich Media ads: Rich media ads are essentially image ads that have interactive elements, animations or other aspects that can change depending on who is looking at the ad and how they interact with the ad. Examples of rich media ads include: an ad with a moving carousel of products, an ad with animated layers that move into place, or dynamic ads that adapt to display the product a user was last looking at.
  • Video ads: You can create a video ad that targets YouTube or any website that has YouTube ads running on it.
  • Responsive ads: Responsive ads automatically adjust their size, appearance, and format to fit available ad spaces. They can transform into text or image ads. It is a very fast way to create an image ad and you can ensure that you have an available ad format for every website on the GDN, as it adapts to the ad format allowed on different websites. Responsive ads can also be shown as native ads which generally have good impressions and CTR rates.

 

Before creating your ad, you’ll need to prepare an image file that is sized and formatted appropriately. There are a great variety of sizes of inventory on the Google Display Network. Advertisers are able to upload both animated and non-animated image ads on the Google Display Network as well as HTML5 ads in as many sizes as they like.

A static, non-animated image ad on the Google Display Network can be created as a .gif, .jpg, .png, .swf or .zip format. The size of these images is measured in pixels (px) and the file can be no larger than 150kb.

Animated image ads can be created in .gif format and the maximum length it can be is 30 seconds. If it’s shorter, you can loop the animation, but the animation must stop after 30 seconds and the ads must be slower than 5 frames-per-second.

 

If you choose to create HTML5 ads, you will need to upload a .zip file containing HTML and optionally CSS, JS, GIF, PNG, JPG, JPEG, SVG. Again, it will have to be less than 150kb.

 

If resources allow, it would be recommended to use the HTML5 file format to create animated image ads as HTML5 allows you to make your ads more engaging and renders better than an animated GIF ad.

 

 

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