Display campaigns are an ad network comprised of more than three million websites and applications. It is the largest digital ad network in the world. It consists of Gmail, YouTube, news sites, applications, blogs, etc..

Google Display ads reach 90% of the users who use the Internet in the world. They are graphic, video or interactive ads. They are usually used for users who do not know you or are at an earlier stage of the sales funnel, so it is very useful for brand positioning or branding campaigns.

Advertisers can choose the target audience based on factors such as age, location or interests. With this type of campaign it is very easy to reach a very wide audience, in addition to those who have not yet begun to actively search for products or services similar to those you offer. There are different payment methods, which can be by CPC or CPM.

Surely you have visited a blog or digital newspaper where you have seen ads and wondered why such ads appear there. Well, those ads are part of the Google Display ad network and advertisers are paying to appear in these sections. When running the Google Display campaign, the advertiser can select on which web pages they want Google to show their ads and thus be able to target a more specific audience depending on the product or service you offer.

For example, imagine that your business is a car dealership. In this case it would be very useful to work on your brand positioning by running this type of campaign in magazines or blogs that are related to the automotive world. In other occasions, you have probably seen ads in the display network for products you have interacted with before. This type of strategy is called REMARKETING, but we will talk about this in another blog.

In most cases, Google charges per click of the ad. Let's suppose that for a click of a prospect Google charges 2.5€, in this case Google would pay 1.25€ to the website for having the ad published and the rest is obviously Google's profit.

When should you use the Display network?

● When with search campaigns you don't get the volume of customers you want to get.

When our product or service is not known by users. It is a very good way to make it known.

● For branding.

● To promote offers and services that are temporary in your company (Valentine's Day, Christmas, etc).

For REMARKETING campaigns. This way you show ads to users who have already interacted with your products or website. There are two strategies for targeting in Google Display, differentiating between them in HOT TRAFFIC or COLD TRAFFIC.

HOT traffic strategies are those that focus on customers who have already interacted with your product or service. This type of traffic is reached with remarketing strategies or customer lists. On the other hand, we have COLD TRAFFIC strategies, in which we try to reach customers who do not know your product or service. This type of strategy is done through keywords, topics, locations, etc. For example, if you have just opened a business in the city of Madrid and you want customers in your area or neighborhood to know your service, you can segment your prospects by location and choose those who are in your neighborhood so they can get to know your brand or service. An important question that I'm sure you are asking yourself now,

Do users click on Display ads?

Indeed, the answer is YES!

But in order to do so, a series of requirements must be met:

● Make a good SEGMENTATION of the ads and reach a target audience. If you have opened a driving school, it is more likely that the segmentation you should do is aimed at potential customers, from your city or with ages that you think are suitable to obtain a driving license.

● Configure your campaigns by click cost, they will have an average between 0.10% and 0.30%, being a lower average than in the search network. This way Google will charge you per click on your ad and not per display.

● If your rate is above 50%, it is a rate that is actually very optimal.

How much does it cost to advertise?

As with any type of Google campaign, you define the daily budget, there are no maximums or minimums. You can also be charged by CPC, CPM or CPE. In case you didn't know, CPE is the cost per interaction. The cost per click can vary by parameters such as quality score, CTR, ad placements and timing.

It is very common to have a lower cost CPC than in the search network. The reason why the CPC is lower is because the prospects that make use of the search network are already taking action to buy so they are looking to fill a specific need and start taking action to fill it.

In Google Display campaigns you will show your ads to people who are not buying, so your ads will have fewer clicks than Search Network ads.

I hope you liked this blog and it can help you to start your Google Display campaigns, if so and you have any questions please do not hesitate to contact us at www.adsual.com, we will be happy to help you to publicize your product or study what is the campaign that best suits your needs.

Hope you have a happy week!!! :)