This presentation walks you through the basics of the Google Display Network, including how targeting works, and why you might want to select display over search.

1. Will
Marlow,
LLC
THE
GOOGLE
DISPLAY
NETWORK

2. What Is the Google Display Network
(GDN)?
•
•
•
The
Google
Display
Network
(GDN)
is
a
network
of
websites
with
adver@sing
space
where
you
can
place
your
ads
The
Google
Display
Network
uses
precise
targe@ng
to
reach
engaged
audiences
-­‐
this
delivers
beDer
results
for
adver@sers
It’s
a
simple,
cost-­‐effec@ve
way
to
adver@se
on
millions
of
high-­‐quality
news
pages,
topic-­‐specific
websites,
video
sites,
and
blogs

3. Contextual Targeting vs. Audience Targeting
Targe@ng
based
on
behavior
Targe6ng
based
on
iden%ty

4. How Do You Target Customers On
the Google Display Network?
Reach your audience based on how they browse and who they are:
Contextual targeting
1. Keyword contextual targeting
2. Topic targeting
3. Placement targeting
Audience targeting
1.
2.
3.
4.
Tip: Combining Contextual Targeting with
Audience Targeting gets the best results
Interest category marketing
Demographics
Remarketing
Similar users

5. Contextual Targeting
Reach your audience based on how they browse:
Keyword Contextual Targeting
Google matches keywords in your campaign with themes on the display network.
Topic Targeting
Google has categorized thousands of sites and pages for you to choose from.
Placement
Targe6ng
YOU
pick
the
websites
where
your
ads
will
run.
This
gives
you
the
maximum
amount
of
control.

6. Audience Targeting
Reach your audience based on who they are:
1. Interest Category
Google looks at the websites someone has visited and makes judgments
to show them ads for products that are related to those sites.
2. Demographics
Select audience based on “inferred age” or gender.
3. Remarketing
Show your ads to people who visited your website at least once.
4. Similar users
Google’s has what it calls “look-a-like technology” to find consumers with
similar browsing habits to those on a remarketing list.

7. Measuring Success
Conversion
Tracking
Display
adver@sing
is
worthless
without
conversion
tracking.
Pick
an
unambiguous
conversion
goal,
such
as
“form
fills”
and
phone
calls.
ADribu@on
Modeling
Conversion
tracking
is
worthless
without
the
right
aDribu@on
model.
First
click
aDribu@on
is
generally
(but
not
always)
going
to
be
more
useful
with
display
adver@sing.
Repor@ng
Display
can
burn
through
a
budget
very
fast
if
you
aren’t
careful.
Be
safe:
get
daily
reports
un@l
you
are
comfortable
with
results.

8. Remarke@ng
• Tends
to
have
the
second
highest
ROI,
followed
by
branded
keyword
adver@sing.
Other
Display
Ads
• Tend
to
have
vastly
lower
CPCs
than
keyword
adver@sing.

9. Display
Search
Reach
people
who
are
NOT
yet
searching
for
you
Capture
the
“intent”
that
is
inherent
in
keyword
searches
Reach
people
who
ARE
aware
of
compe@tors
Outstanding
ROI
by
alignment
of
keyword
à
ad
text
à
landing
page
Reach
people
who
visited
your
website
at
least
once.
People
spend
only
5%
of
their
@me
searching.
People
spend
95%
of
@me
online
on
“display
network”
sites.

10. Thank you.
If you want help targeting your customers on the Google
Display Network, let’s talk.
Will Marlow
will@willmarlow.com
m.
202.577.3350