Tapping The Right Audience – Via Google Display Network

When it comes to capturing the right kind of prospect for your website, most of the companies have no idea how to do it. They often select the wrong platform and end up in no conversion. Google is smart enough to figure out the needs of marketing to reach out to new and existing audience.

Google Display Network is known for reaching out to 90% of the worldwide internet users with 2 million sites. GDN is a subordinate of Google AdWords which helps the business to reach out to the right kind of audience, at the right place, and at the right time. With Google Display Network, you can place your ad, whether image, video or simply text on the relevant websites. So, the ad would only be seen by the relevant audience. For example – an offer on baby diapers will be showcased to audience discussing or reading about diapering needs. The interested people will click on it and land on the website.

Why– Brand Building or Relevant User Acquisition

The idea of GDN is to tap the relevant user base. The paramount use of the same is ‘Brand Building’. With the help of brand building activities, organisations wish to stay in the memory of people. It is an easy and non-invasive approach of highlighting the brand identity.

How – Sign-up for google adwords & get started!

Creating an account for Google AdWords doesn’t cost you a penny because it is absolutely free. You can simply sign up with Google AdWords. Create GDN aka Google Display Network campaigns. Run ads, measure the results, and optimise the performance accordingly. AdWords charges you either for every click or per 1000 impressions, based on the CPC or CPM model respectively.

Benefits over other platforms:

Google AdWords gives you the upper hand when it comes to the perks of using GDN. Primarily, it gives you control over the placements or websites you wish to showcase your ad on. You can select the regions where you wish to run the ads. Scheduling of ad could be done as well. For instance, you can select the time slot in which you wish to run your ads.

There is no fixed or minimum budget for running ads on Google. You can run ads for as low as ₹100 a day. Once the ad is live, the payment is billed with the number of clicks. If there are no clicks, no amount would be billed.

Target specific set of audience

You can further enrich your target by identifying which set of audience you wish to capture. There are several parameters on the basis of which one can filter the audience.

1. Interest: Placing ads by predefined interest categories of the audience which are gathered from their browsing history is tapping the audience based on interest. For example, if you regularly visit any tech related website or a blog that features technology updates, then you are likely to be placed under Technology Interest category.
2.  Topical: Targeting the users based on topic categories is Topical Targeting. For example, sports, news, food, entertainment, health, parenting, etc.
3. Contextual targeting via Keywords: Using keywords to find the relevant web pages for your ads is referred to Contextual Targeting. For example, your key phrase is ‘best restaurant in Delhi-NCR’, then Google will display your ads on the web pages where there would be content around Best Restaurant in Delhi-NCR.
4. Remarketing (Segmentation based on browsing pattern): It is the form of behavioural targeting where you tap the prospects who had visited the website before. With the help of cookies, Google can display your ads to the users when they browse the web.
5. Placements (websites): Placement is simply picking up designated web pages or website to run the ad. You get full access to choose where to show it. For example, you can select to show your ads on a particular list of news websites.

With the correct use of Google AdWords GDN, one can bring relevant clicks, traffic, and conversions to the website.

Authored by: Rohan Bhargava

writer is Co-founder of CashKaro.com