Small Business Trends: How To Use Google Display Network Effectively
Marketing consultant Robert Brady explains how to use Google’s display advertising placement service without it becoming a black hole for your advertising budget. It can be done, if you know how.
“Many advertisers have tried their hand at the Google Display Network (formerly known as the the content network) and concluded that just like a black hole sucks up all matter and light, the Display Network sucked up their money and left them with nothing. While I can sympathize because I too have seen many a budget go into the Display Network and never come back, harnessing this tool can be a very effective strategy to improve your pay-per-click (PPC) results. The key is how you approach it.
Distract!
When you’re advertising on search results, you know at least some of the user intent based on the search query. If someone typed “organic lettuce in Dallas” you have a good idea of what they want. However, in the Display Network, you’re trying to get clicks from users who are occupied with something else. They might be reading an article about how to build a treehouse. They might be playing an online game. Your ads need to pull them away from what they’re currently doing to get a click.”
