What is the Google Display Network (GDN)?

Google Display Ads are an exceptionally cost effective yet targeted advertising tool that accurately pinpoints audiences, relevant websites & demographics. In any business environment, having a brand presence is key determinant for business success. Maintaining a brand presence is becoming increasingly challenging for many businesses due to the increased saturation of website content and pages. With new businesses being established every day and the barriers to entry falling due to cheaper and easier to build digital solutions, there has never been a more important time to invest in brand presence. A successful marketing strategy requires a process to enable an organisation’s brand to be front and centre of every communication. An advertisement without meaning, purpose or a connection to the business that you have established is a wasted opportunity. Many organisations invest money and time in designing the perfect advertisement. Simply sending traffic to your website is not enough; a targeted approach is required to help increase your conversion rate.

Do not let the investment that you have made in your advertising efforts go to waste. Leverage the functionality that Google has to offer as it continues to be the number 1 search engine in the world, including Australia. Many users search through Google daily either on mobile or desktop, so showcasing your ad prominently on relevant websites will give you the greatest chance of success. To achieve brand recognition and success, businesses need to engage in targeted advertisement distribution on the GDN . This targeted advertising will allow businesses to increase their website traffic, encourage more people to browse their products and then convert that interest into payable sales. GDN like a number of Google products, if setup and managed correctly will have significant impact on the business bottom line.

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What are the key questions to consider when building a Google Display Network (GDN) Strategy?


Which locations, suburbs or regions are we targeting?

Will we use different strategies based on localities?

Is our GDN strategy linked with our overall SEM strategy?


What’s our budget allocation for the Google Display Network (GDN)?

Are we running Google display all the time or intermittently?

How does our display spend for Google differ to Above The Line?


What is our Cost Per Million (CPM) impressions?

What are the best sites for us to target for our audience?

Where are the opportunities for our business with the GDN?


How do we want our brand and products to be showcased?

Do we adhere to the Google Display Network guidelines?


Are our display ads compelling & concise?

Is there a clear type of action we want or is it purely branding?


How are we measuring success for Google Display Ads?

Are we aligning our GDN results with business performance?

Why use the Google Display Network?

What’s the benefit of the Google Display Network?

There are numerous benefits to running ads on the Google Display Network (GDN). According to Google, the Display Network reaches more than 90% of internet users worldwide. It spans across 2 million sites which provides an incredible opportunity to reach customers you wouldn’t be able to otherwise. GDN is still a relatively new tool in the marketing arsenal, which as a result is still under-utilised in the digital landscape. Some of the benefits that can be achieved through the GDN include;

  • Low cost branding
  • Targeted advertising by interests
  • Potentially low cost per lead / sales
  • Visually appealing ads
  • Remarketing opportunties
  • Large audience
  • Target by devices (e.g. desktop, phone, app)
  • Different pricing models (Cost Per Million impression or Cost Per Click)
  • Capture new customers attention
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Will the Google Display Network help my business?

Google operates a functionality that enables organisations to take control of how their businesses are advertised on the web through Google’s Display Network. Organisations can bid for ad space on the internet which can either appear through Google’s search results, non-search webpages, mobile apps, video platforms and more. Google engages with various websites with high traffic rates to make website space available for ads. Organisations take control of how their ads look, when their ads are displayed and to whom their ads are displayed.

Google helps to position your advertisements to grab the user’s attention. Complex analytics are used to develop an approach to deliver the targeted advertising that is based on user search history, and other types of metadata that is collected by Google. With all this data, Google can help you deploy your advertisements in a strategic manner so that they target the right people (i.e. your target market) at the right time. Google offers banner ads, image ads and responsive ads, and these can either be static or dynamic and appear at various locations throughout a website or video. With many options available, Google offers businesses choice with how their ads are displayed. 

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Why is the Google Display Network important?

All forms of advertising are important. In the digital age, digital advertising is key to a business’s growth and success. To enable your business to flourish, targeted advertising will lead to a higher conversion rate. The Google Display Network plays a crucial role in providing low cost, targeted and effective advertising for any business. The unique ability of Google to target based on user behaviour or search history provides an unparalleled opportunity to strategically target your customers and ‘look-a-like’ customers. 

Google Display Ads will help make this happen and will direct you to post your ads in the best locations possible. If visitors are intrigued, all they do is click on the link to be directed straight to your website. It’s that simple!

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How do we report the results to you?

With this investment, and by engaging us to support you through the process, we will report on the success of the strategy with a clear and transparent breakdown of the campaign. We will provide you with click-through reports, data about which websites worked better, data about which ads did not perform well and which ads converted best. All this information can then be used by us to work with you to continuously evolve and enhance the approach for the better.

Display Advertising Agency

At Sharp Instincts, we are driven to help your business reach more people through an effective digital marketing strategy. We understand business is tough and it has its ups and downs. We help take care of your digital marketing efforts so that you can focus on running your business! We use available digital marketing solutions offered by Google to accelerate your business’s exposure and ensure that each advertisement or marketing campaign pays off. To learn more about how we can promote your brand, generate product awareness, increase sales and get more leads, let us have a discussion with you. We would love to learn more about your business, your requirements and goals for the future. For a confidential and no obligation discussion, call us on 1800 189 787.

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Google Display Advertising – FAQ’s

The Google Display Network (GDN), refers to the online ad marketplace where your display ads (image ads) can be shown to consumers based on the users search behaviour, demographics or location. The GDN consists of over 2 million websites, videos, and apps where your image ads can ‘display’. The Google Display Network plays a crucial role in providing low cost, targeted and effective advertising for any business.

Google Display Network (GDN) targeting allows businesses to create an image ad in various size formats, and showcase that ad to potential customers based on their audience and available ad space. Businesses can choose if they want to target based on demographics, interests or location. This ideal audience targeting will be cross referenced against the sites which are partners with the GDN and showcase your ad based on how much the business is willing to pay to show that ad. The advertising business can either pay in Cost Per Million (CPM) impressions or a Cost Per Click (CPC) model. The website which allows the ads to bb displayed gets paid a small commission fee by Google.

Key factors in determining a successful Google display campaign include high quality ad creation, expert understanding of audience and site targeting and iterating ads and networks based on performance.

Google Display Ads are an exceptionally cost effective yet targeted advertising tool. By accurately pin pointing audience types, websites and demographics, the GDN has proven to stack up well against any traditional media from both a cost and conversion rate perspective.

Choosing a partner who is a Google Partner is preferred, however the key focuses of any agency for display ads is around coming up with the correct creative and displaying those ads to your target market. Agencies that understand who your target market is and what you are trying to achieve should help you get the best Return On Investment (ROI).

Are you looking for a marketing partner?

Get in touch today and start achieving your business objectives.