What Is the Google Display Network?

The Google Display Network (GDN) is simply a network of websites that will show ads for your business. Now, we are talking about Google. So, by display network, we mean over 2 million websites, 650K mobile apps, and access to 90% of internet users. Using the GDN as part of your marketing strategy gives you one of the best opportunities to get your business in front of new customers.

If you are busy with your day job, that’s ok. You shouldn’t have to add Display Network optimization to your to-do list. Reach out to our team of experts, and we’ll handle the rest.

Why is the Google Display Network an excellent strategy for local businesses?

The GDN has a huge reach. Thousands of advertisers use it to connect with potential customers via almost three million apps and websites. Using the GDN for advertising gives you one of the highest chances of getting your message in front of your potential customers.

Geo-Targeting is one of the main features that make the Google Display Network effective for local businesses. Geo-Targeting uses location data to reach customers physically in or associated with a specific area. For example, if you own a chiropractic clinic, you might only run ads within a 10-mile radius. (Your 20-minute drive time) If you own an Air Conditioning Service Company, you could run your ads to an entire metropolitan area. The main point is that your ads will only be visible to potential customers in your market.

Audience targeting is another very powerful part of the Google Display Network. You can create your ideal audience based on interest in your services or those who participate in activities related to your business. You can use four categories of interest targeting to create your ideal audience.

Affinity Audiences include different groups based on interests or hobbies. For example, “Car Enthusiasts,” “Pet Lovers,” or “Family Focused” are examples of affinity groups. (Visit this link for a complete list of Google Affinity Groups)

Custom Affinity Audiences allow you to define a list of keywords that trigger your ads. If you are running a Medical Spa, you might use keywords like “Botox,” “Chemical Peels,” and “Exfoliation .” In other words, people that have searched for or shown interest in one of your defined keywords would be added to your audience. You can also target people that have visited specific websites. For example, if you have a show that sells running shoes, you can add people to your audience that have seen runnersworld.com or running.com.

With In-Market Audiences, you can target customers currently looking for services like yours. For example, if you own a Med Spa, you can target customers researching “Spas & Beauty Services .” You could also target customers who recently added “Skin Care Products” to their online shopping carts. (Visit this link for a complete list of Google In-Market-Audiences)

Contextual Targeting is where the ad’s content is used to targets potential customers by relying on context, such as the content of a webpage being viewed. If someone visits a website to research Gastric Bypass, your ad for a Surgery Center could be displayed.

Life Events allow you to reach potential customers based on life milestones like moving, getting married, starting a family, or graduating from college.

What does Google Display advertising look like?

You’ve almost certainly seen ads running on the Google Display Network. They’re the image or text-based ads you see while reading an article on your favorite website or blog. They can also be seen while watching a video on YouTube, checking your Gmail account, or using a mobile app.

While several different ad formats are available, most people are familiar with a banner ad.

Banner ads are usually static images or motion graphics. You typically find banner ads at the top, along the margin, or at the bottom of a web page.

Summary

The Google Display Network (GDN) is an excellent option for local businesses that want to grow and reach a wider group of potential customers. The ability to Geo Target, your market with an ad that is only shown to your defined audience is at the heart of what makes the GDN such a powerful tool for local businesses.

Next Step

If you are busy with your day job, that’s ok. You shouldn’t have to add Display Network optimization to your to-do list. Reach out to our team of experts, and we’ll handle the rest.