Display Network is Google's advertising network composed of numerous partner websites, portals, and apps where visual ads (banners and visual materials) are shown. This network allows businesses to reach a wide audience by placing ads across various general or niche websites, helping to promote brand awareness, increase product sales, or disseminate information.
Goals most commonly achieved using Google Display Network campaigns are:
- Brand building and strengthening: Increasing the recognition of your company or product among a broad audience and creating a closer connection with consumers.
- Attracting new customers: Using the extensive advertising network to reach people who are unfamiliar with your brand and pique their interest in your offerings.
- Improving ad spend efficiency: Often, the cost of website visits is significantly lower compared to Search Network campaigns.
- Re-engagement and customer loyalty: Reminding and maintaining contact with existing customers to encourage them to choose your company again.
GDN (Google Display Network) campaign advantages and disadvantages:
Advantages
- Wide reach: GDN allows advertisers to reach a broad audience across many websites, apps, and video platforms.
- Brand awareness building: Effectively creating brand recognition with visual ads.
- Variety of ad formats: You can use static banners, animations, or video formats.
Disadvantages
- Low click-through rate (CTR): Ads may be shown to a wide audience, but the number of clicks received is often low, which affects overall ad efficiency and return on investment.
- Less precise audience targeting: Compared to other campaign types, audience selection is less detailed and can sometimes result in reaching unwanted or less relevant users.