Google Display Network: setting up advertising in the contextual media network

Google Display Network is an effective tool for promoting a commercial project, contributing to a significant increase in its traffic. The GDN includes more than 2 million web resources used to display ads from AdWords. Ads can be placed in graphic, text, multimedia and video formats.

Example of placement in Google Display Network on a PC and smartphone:

The Google network collects information about users’ interests and preferences based on the search queries they enter. The information obtained allows advertising content to be reproduced only for the target audience.

By running advertising in GDN and setting the right targeting, the company will be able to:

• Generate demand for its products or services;
• Increase the number of potential customers;
• Increase loyalty to the proposed brand.

Let’s consider the principle of action of the advertising campaign on a simple example. On average, girls turn to the services of a beauty salon 2 times a month.

The owner of such an establishment should set up the demonstration of ads within a radius of 3 km from the studio. The target audience should include women from 18 to 50 years old, interested in makeup, nail and hair care, etc.

If the salon has an affordable price policy, and only professional masters work in it, the owner will soon be assured of an influx of GDN visitors.

Main advantages of advertising in the Google Display Network

Google Display Network has these advantages:

• Use of behavioral targeting. Displays are focused only on interested visitors. When displaying ads, the topics of portals visited by potential customers are taken into account. Thus, the consumer sees the banner while studying information about a particular product or service. For example, a frequent guest of car sections can be shown an advertisement of a store selling cars or a service station;
• Possibility to segment the target audience. When setting up the display of advertising content, the gender and age, location, and interests of consumers are selected. This methodology allows you to attract to the site only target customers focused on buying goods or ordering services;
• Coverage of a wide range of users. Advertising in Google’s Display Network can be placed both on specialized sites and on visited forums and blogs. This scale of campaign is especially favorable for companies selling everyday goods and tickets to various entertainment events;
• Significant budget savings. The cost of media advertising is much lower than that of search advertising. That is why it is an excellent option for goods and services that require careful consideration before purchase;
• Availability of analytical systems. Campaign effectiveness analytics allows us to select the most cost-effective audience segments and exclude unproductive categories of users.

What strategies do we use when setting up media advertising?

When selecting sites for placement, we rely on several criteria:

1. User interests. Visitors will see banners whose subject matter is identical to their recent search queries on various web resources;
2. Keywords. Ads are displayed only on sites containing a certain list of keywords. As a result, the content that coincides with the content of the currently viewed portal is reproduced for the user;
3. The subject matter of the sites. GDN a certain list of partner sites. This methodology allows you to reach a wide audience on one or more topics;
4. Remarketing lists. Google Display Network advertising is shown to those who have previously visited the desired site. In this case, the content can be displayed on any web resources.

What should be taken into account when setting up CMMS?

Strengths of the instrument:

Setting up Display Network in Google Adwords allows you to increase project sales from 30% to 120%. Allows you to form a need for our product in the audience with a not yet formed need. As low cost of attracting new visitors in comparison with search RK. Example The average cost of a click in Google Search in Ukraine 8 UAH. per click, and in the Display Network Google average cost of a click 2.35 UAH. per click.

Weaknesses of the tool:

Lower degree of interest of users in our product in comparison with the usual search RC. It is necessary to do a lot of work in the maintenance of this tool in order to find targeted leads. Each type of Display Network requires the creation of different ads and individual support because depending on what tool we use will be very different behavior of people, their motivation, as a consequence will be different UTP and the essence of ads, sales will bring different campaigns and at different costs.

Examples of our successful media advertising projects

In our projects the implementation of the above described tools of advertising in Google Display Network: increases the coverage of the target audience; adds to sales from Search and Remarketing from 30% to 120% (i.e. with competent support can increase the number of orders more than twice).

Example of detailing advertising campaigns in the account google ads.

In order to banner advertising in Display Network brought leads, we are required to provide high quality support. This is only possible with highly detailed campaign creation. We spend more resources on maintenance, but in return the project gets more sales at a lower cost:

Examples of achieved results in our projects:

Working with this type of advertising is a strong point of our team. With the right approach to support, it allows you to increase the number of project orders from 30% to 120%.

Popular questions

• ‍✅ How does Google Ads contextual media advertising work?
  Display Network allows the advertiser to place media, text and adaptive ads on sites from the Google partner network, which has more than 2 million sites of various topics. The user has access to a wide base of settings – it is possible to sort the audience by interests, age and geography, and sites – by topics, the presence of keywords on them, as well as to monitor their effectiveness and remove from the list those that do not work.
• ‍✅ Where will banners be displayed in the contextual media network?
  There are two options for placing ads, manual and automatic. Which of them to choose decides the owner of the site. Usually, to increase coverage, ads are placed as close to the beginning of the page as possible, ads in the sidebar for the desktop version of the site work well.
• ‍✅ How much does Google media advertising cost?
  The cost of advertising in the Display Network is much cheaper than traditional contextual advertising. However, the best result of banner ads comes only in combination with other traffic sources. That’s why we recommend combining GDN and context to reduce the cost per click and conversion rate for the whole campaign.
• ✅ How can I find out on which Display Network sites my ads were shown?
  To do this, you need to find the “Display Network campaigns” tab in the Google Ads interface and click on the “Placements” link there. The user can sort through the sites, weeding out those that are not effective.