The Google Display Network is a network of over 2 million websites that allows you to show ads to over 90% of the internet, even when they’re not searching for your product or service. Display ads have a robust set of targeting options including intent-based targeting, demographic targeting, targeting based on a person’s readiness to buy, targeting based on a person’s general affinities, and targeting based on whether they’ve visited your site before.
Advertising on the GDN is often more cost-effective than other networks, as it serves a different purpose than Search or Shopping ads. Display ads are a great tool for increasing awareness of your brand, as well as building associations between your product or service and the problem a potential customer may have. This type of ad works exceptionally well as part of a comprehensive digital marketing strategy, more than a standalone campaign. People often use Google’s Display Network to target the proverbial top-of-funnel audiences and the bottom of the funnel via retargeting ad campaigns.
YouTube is still a largely under-utilized platform for advertising. With its skippable TrueView ads, YouTube only charges when a person watches 30 seconds of your ad (or the whole ad, whichever comes first), or if they click through to your website. Costs per view are often as low as 3 cents and a budget of a few dollars per day can get you thousands of views per month. Comparing this with the cost of traditional television commercials makes YouTube ads an easy decision.
The benefit of having ads that can be skipped after 5 seconds is that people pre-qualify themselves and save your budget for those who are a better fit. Those who aren’t interested can skip, those who watch 30 seconds or more indicate that they are more likely to be a good fit for your product or service and can be targeted with different types of ads to encourage a deeper business relationship.
We usually recommend YouTube ads as part of a comprehensive marketing strategy and, similar to Display ads, they serve well at the top of the funnel and as retargeting ads.
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