Most people are familiar with the Google Search Network- this is where ads appear either above or below organic results in the search engine results page (SERP). These ads look like organic listings and take users to a landing page after they click. It’s the most popular way for businesses to get in front of consumers actively searching for their products and services. The Search Network relies on keywords to trigger ads when someone uses Google. This is probably the option you’re using right now if you’re advertising on Google.
But there is another option to capture opportunities when you are creating and serving ads on Google. The Display Network is a group of more than 2 million websites and apps that reach about 90% of internet users. Display ads are images, unlike search ads which are text. The display network targets users who are more passively searching for a product or service. This network doesn’t limit your ads to the Google search engine results- it allows you to reach potential customers while they're browsing across the web.
How can Display Ads target the right audience without keywords?
There are targeting settings within the display network that give advertisers the ability to show their ads to people most likely interact with their ads. While search ads get in front of customers actively searching for a service using keywords, a display ad can capture that person much earlier in the buying cycle. If someone has shown interest in a service or product, Google can enter them into an in-market audience. An in-market audience is a group that has shown signals of interest in a particular market. For example, home improvement, searching for a new car or researching a new water heater. This user’s search history can allow you to target them with a display ad and get in front of them before they’ve made a purchasing decision. Catching someone this early in the buying cycle can be the difference between them choosing your business over another.
You can also upload your own list of customer emails and Google will create a “similar audience” based on the similar characteristics of your list. Google will use its databases to show your ads to users who show similar habits to the customers currently in your database. And you don’t need to even have someone in your database in order to get back in front of them. If you have Google Remarketing Tags on your website and landing pages, you can target the users who have previously interacted with your brand and get back in front of them.
Expand Your Brand With the Display Network
If you’re already using the Search Network then getting started in the Display Network is a perfect next step in your digital strategy. By using existing audiences or using your own databases, you can show off your business in a new way to customers. Contact AdMachines today to see how we leverage the Display Network for our clients.