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Is the Google Display Network right for you?

Google Display Network is a vast collection of websites, mobile sites, apps, and video content where you can choose your ads to appear based on different targeting methods. Up to 2019, the Google Display Network records over 2 million websites where your ads can appear. Moreover, this network reaches over 90% of people on the Internet. This is a great tool to reach your audience, make your business known and attain many other objectives through the options which the Google Display Network offers you and your business.

How Does It Work?

You can target people interested in your product or service who are in different stages of the buying funnel through different sets of targeting methods. This is one of the greatest features available when taking full advantage of the Google Display Network.

If you’re a business owner you may be well aware that different industries have different buying funnels. It is not the same to look for an attorney than to look for a towing company, or to buy a product online. The language, tone, placements (websites that are part of the Google Display Network), and strategy with which you address your audience is vastly different in each one of those cases. Because of its adaptability, the Google Display Network is a perfect way to get to people in diverse stages of the buying process and plant the idea of your business, regardless of the industry or whether they are looking to obtain a service or purchasing a product.


As mentioned previously, there are different ways to reach people looking for your product and/or service. Below you will find a list of different targeting options – along with a brief description – that you can choose from to advertise your product or service.

Targeting method by which your ads show on related topics to the products and/or service you offer.
Demographic Targeting: age, gender, household income. You can determine and segment demographic criteria to show your ads.
Affinity Audiences:
This targeting method allows you to expand your reach to users who are likely interested in your product and/or service.
In-Market Audiences:
This targeting method expands your reach and shows your ads to people who are constantly looking for products and/or services and making comparisons.
Customer Match:
This targeting method allows you to reach your audience online and off-line with data you have gathered from different ends.
Allows you to advertise to previous visitors who are more likely to convert.
Similar Audiences:

Allow you to show your banner ads through different websites which talk/show related products and services to yours.

Custom Intent Audiences:
This is a targeting method that allows you to reach your audience in a granular way when you are selling specific products or services. You can select placements, keywords, and apps related to your products.
A fantastic advantage of having different targeting options at your disposition is that you can combine different sets of targeting methods to obtain a better outcome from your marketing efforts and increase your ROI. For example, you can start with only Keywords and test out the type of traffic it gathers, similarly, you could choose to target based on a topic.

Additionally, if you would like to be more granular with your target audience you can create a separate ad group combining keywords + gender + affinity audiences (as an example). By doing so, you increase the detail of the audience you’re reaching on the Display Network and by doing this, your ads will be showing to a more qualified audience, with a higher probability of converting.


Creating audiences is a must when it comes to online marketing. By doing so, you can make sure to remarket to people who have previously visited your website and are more likely to convert in the future. The Google Display network is a powerful tool that can help you build your audiences. Something that we need to keep in mind is that 1,000 users are required to do RLSA (Remarketing Lists for Search Ads) in YouTube and 100 users are required to do Display and Gmail remarketing.

Moreover, on the Display Network, you can granularly exclude whom you’ll show your ads to. Let’s imagine for an instant that you own an apparel store and realized that women have a higher engagement and represent better ROI for your business based on your Google Analytics data. Also, let’s say that you noticed that most of your buyers are of an age ranging between 24 to 45. You can utilize this data to set demographic exclusions for males and age ranges where you’ve determined there isn’t a profitable ROI. By doing so, you can create an audience that will match High ROI Buyers, and by utilizing Google Display Network exclusions, you can make sure that all the users who click on your banner ad are people who are more profitable, more likely to convert in the future and to whom you would like to remarket in the future.

Who is it for?

The Google Display Network is for everyone! It may sound like a stretch but its reach and versatility make this statement truthful. For example, if you are a local plumber who is starting a business and would like to create brand awareness, this is the way to do it. How? For instance, people in your area who are looking at some DIY plumbing videos on YouTube or perhaps are reading about plumbing related topics on websites which contain AdSense will potentially see your ad, this will help you show your brand and make people aware of your company’s presence in your local area. Furthermore, people will generally be looking for options and this is a great way to stay in the loop for potential clients who may have an interest in what your company has to offer. The same applies to E-Commerce websites.

If you have the time and interest in learning the ins and outs of the Google Display Network to benefit your company’s marketing efforts, we strongly encourage you to do so; if on the other hand you’d rather have a team of experts provide advice and even optimize your campaigns, give us a call and we’ll gladly schedule an audit to identify ways of helping you out.

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