This is a very common question among advertisers. The vast majority of people who know about Google Ads only know about the search network – that is, those ads that appear at the top of the results when you do a Google search.
However, within Google Ads, there is also a second network called the Google Display Network (GDN), formerly known as the Content Network.
What is the Google Display Network?
The Google Display Network is a network that contains millions of websites divided into numerous categories. Some are very small sites that receive less than 50 visits a day and others are very large sites that receive thousands of visits a day.
If a person is reading an article in an online newspaper, don't you think it would be helpful to show an ad based on what they are reading in that article? Exactly that and many other things you can do with this platform.
About 95% of a user's time on the internet is spent on content that is part of the display network. Your target audience spends most of their time on the web, reading and interacting on news sites, blogs, social networks, etc.
Google's display network reaches these users by projecting ads across millions of websites, including Gmail and YouTube.
Display Network Ad Types and Benefits
There are two types of ads on the display network. Text ads (similar to the search network) and image ads.
As in the search network, these ads work – in most cases – under a pay-per-click system, where you only pay when a user clicks on one of your ads.
Other advantages of the display network are as follows:
- You get greater reach;
- Increases the possibility of generating more traffic from highly targeted users;
- Increases sales;
- You can choose which sites you want your ads to appear on;
- You can select in which categories your ads will appear;
- You can use rich media (interactive) ads to make them more attractive;
- May use video ads;
- You can remarketing, re-impacting users who have already accessed your site;
- There are over 4.3 billion page views a day across the Google Display Network.
As you can see, there is great potential in the Google display network and most people and companies do not use it.
Are display and search networks the same?
It is important to clarify that on the display network you cannot work in the same way as a campaign on the search network. A very common mistake is using the same search campaign and targeting it equally in the display campaign. This must be avoided.
Separate your campaigns and maintain a specific display network budget and strategy. Typically, users arriving via the display network aren't looking for something specific. Therefore, the message and the strategy must be different.
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