GDN (Google Display Network) is advertising on Google’s network of partner sites, where contextual adaptive and banner ads are displayed. Unlike search ads, GDN ads appear on various websites, not in search results. This type of advertising is effective because advertisers can choose when and to whom their ads are shown. GDN is useful for those who want to:
- Attract new audiences
- Remind regular customers about their services
- Target potential audiences who have already visited the website
- Announce sales, special offers, promotions, etc.
GDN is ideal for new products preparing to enter the market or for startups. When demand for a new product hasn’t been established yet, it’s especially important to introduce it to potential buyers.
Google GDN allows interaction with users at different stages of the sales funnel:
- Displaying brand awareness ads to all users, simply offering them to learn about the brand;
- Showing ads for our products and services that might interest the potential audience;
- Re-engaging users who have already visited the site with remarketing based on the stage they stopped at (visited the site, viewed a product, added to the cart, or made a purchase).
Setting up GDN: common mistakes
For inexperienced users, setting up GDN might seem simple. However, two common mistakes are often made during setup:
- Mistake #1: “Wasting money.” GDN can be a challenge because it shows ads to everyone who fits your targeting parameters. For example, if you target by keywords and age-gender audience, your ad about Alpine tours might appear on a site about national cuisine recipes. To avoid this, carefully configure targeting with as many parameters as possible.
- Mistake #2: “Brand awareness only.” GDN increases brand visibility and works on the “underwater” part of the audience iceberg, but immediate sales are unlikely after the ad is shown. If you don’t have funds ready to attract potential customers into the sales funnel, it’s better to invest in search advertising instead of GDN.
The GDN audience is considered “cold,” meaning these are people who need to be engaged. For GDN ads to help find the “right” customer, targeting should be very precise: age, profession, interests, and search queries. The more accurate the targeting, the higher the profitability of GDN advertising.
How to set up targeting in GDN?
To achieve the best results, targeting should be configured with the maximum number of parameters.
- Keyword targeting. There are two types of keyword targeting: content-based and audience-based. In content-based targeting, the ad will be shown on sites with specific keywords. In audience-based targeting, the system will display the ad to users who have searched for the specified keywords.
- Audience targeting. Ads can be shown to people with specific interests matching chosen demographic parameters (income level, gender, age, marital status) or people on remarketing lists.
- Placement targeting. You can choose the sites where your ads will appear and set exclusions for certain sites or sections (e.g., Crime, etc.).
- Special audience. Select five main competitors and create a custom audience based on their URLs. The system will gather data about the users of the specified sites and create unique audiences by topics you want to target.
Types of GDN Ads
There are several types of ads in GDN:
- Text Ads. Text-based messages that describe products or services. Create interesting, concise, and specific messages (telling users in just a few words what you’re selling) – text ads can be just as effective as banners.
- Banner Ads. Graphic images, with or without animation. Bright colors make ads much more attractive.
- Responsive Ads. The system can analyze the content of a site and decide which type of ad (text, banner, or audio/video) will perform best.
- Video Ads. These are typically shown on YouTube.
What is GDN?
It’s advertising that targets users not based on search queries but on the websites they visit. It’s an effective tool for scaling, building brand awareness, and promoting your business.