Use the wrong channel and you potentially ruin the maximum success of your whole campaign. Thankfully PPC advertising is not limited to only one method, as the saying goes. “There’s more than one way to skin a cat” ….Apologies to all you cat lovers, it’s just a saying!

Introducing the Google Display Network:

The Google Display Network Display is designed to bring your message to exactly the right customers wherever they are online.

Display advertising or Display Ads are everywhere online. Every website you visit has ads that showcase products for sale. But have you ever noticed you keep seeing the same ads on your social media feeds and the like?

That’s because display advertising tracks a user’s behavior in order to put the right ads in front of the right customers. Display ads are also sometimes known as banner ads, like these:

It’s important to note, the many variations in sizes, all advertising the same thing, this is to prove to you that Google Ads is more than prepared to display your ad virtually anywhere and, on any website, making sure your ad is seen on the display network.

Google would not consistently recommend including a display campaign for your advertising purposes if there were no advantages.

• Brand awareness
• Retargeting
• High volume

Just to name a few.

Brand awareness

In order to properly utilize display advertising, you need to understand its purpose. In short, display ads are great for driving brand awareness because, generally, these types of ads are found in a place a potential customer may be found.

For example, if a customer is on a website for vegetarian recipes, a display ad that may show up would be an advertisement for a health food store. The customer may not be aware of this type of store, but the ad would drive awareness. Marketers generally gather this information by studying customer behaviors, demographics, and previous search histories.

Retargeting

Let’s say a user has visited your website but hasn’t converted. Display ads give you the opportunity to pull those users back in with retargeting. Your display ad reminds the user about your brand; thus, improving the chance of them converting. Check out these benefits of using remarketing to learn more about retargeting as a whole.

High volume

Display ads may promote your brand to the right people, but they also have high visibility. When you use display ads, they’re also being shown to customers who may not have thought to look for your products or services (even if they’re not part of your demographic).

Even if you’re not targeting an audience, they’ll still see your business in front of them.

Conclusion

The level of detail and reach of your advertising can get overwhelming at times when it comes to using Google’s search and display networks for your advertising campaigns. When you’re starting a new campaign, it’s not always easy to identify which type of advertising to use. Factors such as your budget, your search volume, and your main goal are only some of the things you should consider before choosing one.

Sometimes, it’s in your best interest to utilize both platforms to maximize your ROI. Using both at the same time means you’re reaching customers at different points in the customer journey, which may be a huge payoff for you in the end. Want to know if Display Advertising can work for your business? Contact us to learn more about how Display Ads can help drive new leads to your website.