Not Running Ads on Google Display Network? Think Again!

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I have seen many advertisers who are running their ads on Google Search Network but not on Google Display Network (GDN) because of the myth that GDN is not as cost effective as Google search network & it provides the terrible ROI and it is just waste of money. Lets reveal the truth...

GDN is the world's #1 ad network, reaching more than 80% of global internet users. It is a network of multiple Google properties that display AdWords ads like Gmail & a collection of websites, blog, new sites etc. that have partnered with Google.

Here, I would discuss the Google Display Network (GDN), its benefits & the possible scenarios when you should target the Google Display Network.

Let's first understand what GDN is?

Google has partnered with global media outlets and niche publishers to create the largest online advertising network in the world. Google's Display Network is a very easy & cost-effective way of marketing/ advertising on millions of high-quality websites, news sites/ pages, Google properties such as Google Finance, Gmail, Google Maps etc. and blogs.

AdWords advertisers can place their ads on relevant pages with the help of contextual targeting (I will discuss this targeting option later) or by targeting topic specific websites relevant to their products and services.


Benefits of GDN-

As I mentioned earlier, GDN is the world's #1 ad network and reaches over 80% of unique internet users in more than 20 languages and over 100 countries so it's a great way to expand the marketing reach to targeted audiences all over the web.

- With GDN, you can reach users where they spend most of the time. Study shows that the average user only spends 5% of their time on search but spend 47% of the time across websites on the display network.

- It's not only a great medium to drive awareness of your products or services but u can also increase sales by targeting audiences with ads on relevant content.


- You can capture prospective buyers of products/services while they are reading web pages related to their interest, needs, demographic & psychographic profile

- It's Cost Effective too. GDN unique reporting features allow you to granularly monitor your audiences' response, control costs & adjust your strategy to meet your ROI objectives.


- You can hand-pick websites relevant to your products & services or exclude placements if you don't want your ads to appear on them at all, so, controls are very flexible.

- With GDN, you can reach potential customers at different points of the buying cycle. Not every potential customer is focused on conducting a search. With GDN, you can reach the potential customer when he is at the initial level of buying cycle (i.e. awareness or interest) by reading something directly/ indirectly related to your products or services.


- Display Network provides the opportunity to build more relevant and engaging ads with dynamic, optimized rich media ads.

- Google's smart pricing feature will automatically reduces maximum cost-per-click (CPC) bids for certain pages in the Google Network, if a click from a Google Network page is less likely to turn into actionable business results - such as online sales, registrations, phone calls, or newsletter signups.


- GDN targeting offers "Demographic bidding" option- a way to help your ad reach audiences of a certain age or gender.

When to target GDN?

Here, first we need to understand that the mindset of users on search & display network is entirely different. User insert a search query on Google search when he is proactively looking for ads related to services or products but when users are visiting the pages that are relevant to their needs, interest or profile then they are not proactively looking for ads.

On search, the ads are triggered by the search query entered by the user. However, ads are triggered on GDN when matched to relevant page content or specifically targeted by the advertisers.

You should target GDN in the following circumstances:

- If you are primarily concerned with branding goals. Brand advertisers are typically most concerned with ensuring their message reaches their target audience, while maintaining control of where their brand appears, and the cost per impression of their ads. With wide range of targeting options, the Google Display Network allows advertisers to find and connect with their target audience more effectively and more often, providing them with effective targeting at scale.

- If you need to target demographic or psychographic segments of users. Advertisers who want to target a set of people/ group based on their age, interest, lifestyle, gender etc. then GDN targeting can help them to reach the potential segments.

- If you need to target visually engaging content. Online video and game sites within the Google Display Network are also available to advertisers who want to extend the reach of their display campaigns even further. Advertisers can appear before, during or after a video stream (in-stream video ads), overlay a video or text ad on top of a video (in-video overlays), or run an image, video, or text ad at the conclusion of a video (end-cap ads).


- If you need to expand your search traffic. A well managed display campaign can increase search traffic by increasing brand awareness, brand recognition and brand preference. This brand awareness causes users to be more attracted to the brand. Studies shows that Search and display together provide a 22 percent conversion rate lift over search alone.

- If search auctions are too competitive. If keywords competition is high and CPCs are sky-rocketing on the search network, then targeting the display network can be a good idea as it can offer less competition and lower costs per click, and might actually convert well and generate acceptable costs per acquisition for you.
Before moving further, I want to answer one question (with stats) which I encountered so many times for the display network performance, i.e. does the display network perform better than the search?

Yes, if managed properly. If fact, in few cases GDN provides me better CPA than the search network. Google AdWords team has analyzed a group of more than 25,000 global accounts with a statistically significant number of Google-tracked conversions on both the Search and Display Networks for a 12-month period. The primary metric we examined was cost-per-acquisition (CPA). CPA is a common success metric for many types of campaigns and is often closely tied to overall campaign return on investment (ROI). AdWords team found that for advertisers running on both the Search and Display Networks, ads on the Display Network can be as cost-effective as ads on the Search Network. The Display Network generally delivers conversion volume that's high enough to noticeably impact the overall revenue driven by AdWords, although there are likely limits to the number of Display Network conversions available at target CPAs. 47% marketers achieve a CPA on the GDN that is as good or better than the CPA they achieved with Search.

Also, the median CPA on the GDN is 4% lower than the median CPA on search.

This means, you can get excellent results from GDN if you set up your campaign correctly & optimize it well.

Let me know your thoughts ...
#ads #adwords #display #google #google display network #network #running
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    • Profile picture of the author BILLSBILLION
      Bull**** (also bullcrap, bullplop, bullbutter) is a common English expletive which may be shortened to the euphemism bull or the initialism B.S. In British English, "bollocks" is a comparable expletive, although bull**** is commonly used in British English. As with many expletives, it can be used as an interjection or as many other parts of speech, and can carry a wide variety of meanings. It can be used either as a noun or as a verb. Used as an interjection, it protests the use of misleading, disingenuous, or false language. While the word is generally used in a deprecating sense, it may imply a measure of respect for language skills, or frivolity, among various other benign usages. In philosophy, Harry Frankfurt, among others, analyzed the concept of bull**** as related to but distinct from lying.
      Contents [hide]
      1 Etymology
      2 Uses
      2.1 Assertions of fact
      2.1.1 Distinguished from lying
      3 In philosophy
      4 See also
      5 References
      5.1 Notes
      5.2 Bibliography
      Etymology

      "Bull", meaning nonsense, dates from the 17th century,[1] while the term "bull****" has been used as early as 1915 in American slang,[2] and came into popular usage only during World War II. The word "bull" itself may have derived from the Old French boul meaning "fraud, deceit" (Oxford English Dictionary).[2] The term "horse****" is a near synonym. Worthy of note is the South African English equivalent "bull dust". Few corresponding terms exist in other languages, with the significant exception of German Bockmist, literally "billy-goat ****".
      The earliest attestation mentioned by the Concise Oxford English Dictionary is in fact T. S. Eliot, who between 1910 and 1916 wrote an early poem to which he gave the title "The Triumph of Bull****", written in the form of a ballade. The first stanza goes:
      Ladies, on whom my attentions have waited
      If you consider my merits are small
      Etiolated, alembicated,
      Orotund, tasteless, fantastical,
      Monotonous, crotchety, constipated,
      Impotent galamatias
      Affected, possibly imitated,
      For Christ's sake stick it up your ass.
      The word bull**** does not appear in the text of the poem, though in keeping with the ballade form, the refrain "For Christ's sake stick it up your ass" appears in each following verse and concludes the envoi. Eliot did not publish this poem during his lifetime.[3]
      As to earlier etymology the OED cites bull with the meaning "trivial, insincere, untruthful talk or writing, nonsense". It describes this usage as being of unknown origin, but notes the following: "OF boul, boule, bole fraud, deceit, trickery; mod. Icel bull 'nonsense'; also ME bull BUL 'falsehood', and BULL verb, to befool, mock, cheat." [4]
      Although as the above makes clear there is no confirmed etymological connection, it might be noted that these older meanings are synonymous with the modern expression "bull" otherwise generally considered, and intentionally used as, a contraction of "bull****".
      Uses

      Assertions of fact
      Bull**** is commonly used to describe statements made by people more concerned with the response of the audience than in truth and accuracy, such as goal-oriented statements made in the field of politics or advertising. On one prominent occasion, the word itself was part of a controversial advertisement. During the 1980 U.S. presidential campaign, the Citizens Party candidate Barry Commoner ran a radio advertisement that began with an actor exclaiming: "Bull****! Carter, Reagan and Anderson, it's all bull****!" NBC refused to run the advertisement because of its use of the expletive, but Commoner's campaign successfully appealed to the Federal Communications Commission to allow the advertisement to run unedited.[5]
      Distinguished from lying
      "Bull****" does not necessarily have to be a complete fabrication; with only basic knowledge about a topic, bull**** is often used to make the audience believe that one knows far more about the topic by feigning total certainty or making probable predictions. It may also merely be "filler" or nonsense that, by virtue of its style or wording, gives the impression that it actually means something.
      In his essay on the subject, William G. Perry called bull[****] "relevancies, however relevant, without data" and gave a definition of the verb "to bull[****]" as follows:
      To discourse upon the contexts, frames of reference and points of observation which would determine the origin, nature, and meaning of data if one had any. To present evidence of an understanding of form in the hope that the reader may be deceived into supposing a familiarity with content.[6]
      The bull****ter generally either knows the statements are likely false, exaggerated, and in other ways misleading or has no interest in their factual accuracy one way or the other. "Talking bull****" is thus a lesser form of lying, and is likely to elicit a correspondingly weaker emotional response: whereas an obvious liar may be greeted with derision, outrage, or anger, an exponent of bull**** tends to be dismissed with an indifferent sneer.
      In philosophy

      In his essay On Bull**** (originally written in 1986, and published as a monograph in 2005), philosopher Harry Frankfurt of Princeton University characterizes bull**** as a form of falsehood distinct from lying. The liar, Frankfurt holds, knows and cares about the truth, but deliberately sets out to mislead instead of telling the truth. The "bull****ter", on the other hand, does not care about the truth and is only seeking to impress:[7][8]
      It is impossible for someone to lie unless he thinks he knows the truth. Producing bull**** requires no such conviction. A person who lies is thereby responding to the truth, and he is to that extent respectful of it. When an honest man speaks, he says only what he believes to be true; and for the liar, it is correspondingly indispensable that he considers his statements to be false. For the bull****ter, however, all these bets are off: he is neither on the side of the true nor on the side of the false. His eye is not on the facts at all, as the eyes of the honest man and of the liar are, except insofar as they may be pertinent to his interest in getting away with what he says. He does not care whether the things he says describe reality correctly. He just picks them out, or makes them up, to suit his purpose.
      Frankfurt connects this analysis of bull**** with Ludwig Wittgenstein's disdain of "non-sense" talk, and with the popular concept of a "bull session" in which speakers may try out unusual views without commitment. He fixes the blame for the prevalence of "bull****" in modern society upon anti-realism and upon the growing frequency of situations in which people are expected to speak or have opinions without appropriate knowledge of the subject matter.
      Gerald Cohen, in "Deeper into Bull****", contrasted the kind of "bull****" Frankfurt describes with a different sort: nonsense discourse presented as sense. Cohen points out that this sort of bull**** can be produced either accidentally or deliberately. While some writers do deliberately produce bull****, a person can also aim at sense and produce nonsense by mistake; or a person deceived by a piece of bull**** can repeat it innocently, without intent to deceive others.[9]
      Cohen gives the example of Alan Sokal's "Transgressing the Boundaries" as a piece of deliberate bull****. Sokal's aim in creating it, however, was to point out that the "postmodernist" editors who accepted his paper for publication could not distinguish nonsense from sense, and thereby by implication that their field was "bull****".
      See also
      Signature
      "Life begins at the end of your comfort zone." True, or true?!
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