Digital Display Advertising
Display advertising is really just a fancy term for the graphical ads you are used to seeing all over the internet. While there are lots of players in this market, by far the biggest is the Google Display Network.
The Google Display Network is really just an extension of Google AdWords. The difference is that Display Network ads aren't displayed on Google's site. They are placed all over the internet on all sorts of sites that want to generate advertising revenue.
The biggest advantage of the Display Network is how vast the network itself is. Everyone from national news vendors to local blog writers rely on the display network to fill the ads that they weren't able to sell themselves. And because Google is Google, they index each page of content that the ads display on and try to match up your ad with pages that have relevant content.
REACH NEW CUSTOMERS.
While display ads may not have quite the targeted audience the search ads do, they are an important part of a well-rounded digital media campaign. Display ads may not target people that are looking specifically for your product, but they can narrow in and focus on people that have similar interests. This is perfect medium if you are trying to get the word out about a new product or are trying reach people that aren't existing customers. There are also some really powerful advanced features, like remarketing, that can really reinforce the other aspects of your digital media mix.
Lets say you are selling dog kennels. The Google Display Network allows you to place ads on other pet related sites, such as dog blogs and dog training websites for new dog owners. You may also set up a second campaign that targets hunters and a third that targets dog shows. You can set up separate ads that speak to the needs of each individual group. You know your ads are reaching dog lovers. Those dog lovers may have never heard of you before, but you know they will be interested in your product. They may not have been actively searching for a dog kennel, but a good ad can grab their attention and generate that all important first click.
CHOOSE YOUR TARGETS.
One of the biggest benefits of the Digital Advertising is the ability to target specific websites to advertise on. You can create whole campaigns that only run on certain sites, or certain pages on certain sites. You can choose local sites, or national sites. You can advertise worldwide or just to viewers within a defined geo-zone. You can advertise on websites, limit it to mobile phones, or even advertise inside mobile apps themselves. The possibilities are limitless.
On the flip side, you can also set up your ads to completely avoid specific sites. So if one site seems to be draining your budget with little return, you can block it and spend your ad dollars where they are more effective.
REMARKABLE RE-MARKETING.Remarketing may be the coolest feature of the Google Display Network, and may be reason enough to create a display campaign. Remarketing remembers when someone has visited your website and then displays your ads to that person regardless of what site they are viewing. It's like a reminder. "Hey, remember you wanted this. Are you ready to buy yet?"
You've probably seen remarketing in action. Have you ever browsed the internet for something and the next thing you know, it's on every site you go to? That's remarketing. They have the highest response and conversion rates of any ad group on the AdWords network. Mainly because your viewers have already qualified themselves by going to your site. They already know about your products and services, they just need a nudge to buy.