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The Power of the Google Display Network and Re-marketing

By February 28, 2020 No Comments

GDN is a group of more than 2 million websites, videos and apps…

Businesses nowadays are familiar with advertising on Google. To most, this means having a text Ad displayed in the Google Search Engine Results Page (SERP).

There is however a lesser known but far bigger Google network where you could be advertising and doing so to great advantage.  This is the Google Display Network (GDN).

GDN is a group of more than 2 million websites, videos, and apps where your ads can appear across the internet.  GDN reaches over 90% of Internet users worldwide. You can reach people while they’re browsing websites, watching a YouTube video, checking their Gmail, and using mobile devices and apps.  GDN Ads are the Ads which appear before a YouTube video starts, or in a banner ad on a website you are browsing.  When setting up a GDN campaign you can choose the type of website or YouTube channel you wish to target e.g. outdoor lifestyle for advertising walking boots; or you can target particular demographic audiences such as an age group or gender.  In some countries you can even setup the campaign to target certain income-brackets.  And of course you can target location.

An effective way of building brand awareness…

Now let’s think about this.  The people you are showing your Ads to are not likely to be looking (searching) for a particular product or service when your Ads are shown.  So you are showing your Ads to the target audiences who you think might be interested in your products at some point in the future.  This is an effective way of building brand awareness.  For example, showing Ads for nursery care centres might be very appropriate for young mums in your location.  They might not need child-care now but will do in six months…so why not show them your Ads now and get your brand established in their mind.

The Power of the Google Display Network and Re-marketingThe power of re-marketing…

GDN also has another very useful targeting mechanism up its sleeve.  When people have come to your website previously from a Google Search Ad, Google will most likely have ‘tagged’ them with a cookie in their browser.  If the same person now appears on GDN then Google can show your GDN Ad to them, knowing that they have previously shown an interest in your product or service by the very fact they visited your website. This is the power of re-marketing through GDN and is an effective way of selling to prospective customers who might otherwise have made a purchase for a similar product on a competitor site, but for the want of showing them your Ad once more.  Importantly, you can specify how many times a GDN Ad should be shown to the same person to avoid Ad fatigue.

Build a local brand…

The icing on the GDN cake is the massive reach your Ads can get. Where typical Search Network ads for a small to medium business might be shown several hundred or several thousand times in a month, for GDN this can be hundreds of thousands of times per month.  This is A LOT of free advertising.  To reach that many people on a bill-board by the side of the road would likely cost you thousands of pounds.  With GDN the majority of the impressions are FREE.  You only pay for an Ad which is clicked (or for YouTube watched for a specific number of seconds).  And the price per click can be just 10% of what you have to pay for a click on the Search Network. Why is each click so cheap?  Well,  that’s because Google knows the person wasn’t actively searching for your product or service when the Ad was shown so therefore the conversion rate into customers is likely to be much lower.  But this is only half the picture.  If you are getting ten or 100 times the amount of traffic to your website each month AND paying less money AND building a pipeline of potential future buyers who are visiting your site and bookmarking it, then this can be a very effective lead generation strategy.


It might be the poor relation to GSN, but for many a GDN campaign can result in a lot of additional sales and a highly cost effective way to build a local brand.