Thousands to millions of dollars are invested into GDN every day, but have you ever wondered why? After all, Google does offer nearly endless options to let businesses promote their products and services, so how is it unique? How is it different from other advertising networks?

The answer is a rather straightforward one: Google Display Network works, it does what it claims it will do. Where competitors in any given industry are congesting search engines, trying to grab a share of their target market, smart businesses are leveraging the powerful features GDN offers.

In this article, we’re going to give you the lowdown on why you should be using GDN, run some comparisons with search ads to give you a better idea of why it’s such a great alternative, and how to target your GDN ads to reach the right audience members in the right places.

What is GDN at its core?

GDN is a collection of more than 200 million websites, apps, and videos where your ads can potentially appear. Since Google’s network is designed to reach 90% of internet users worldwide, becoming a part of this network means you can vastly increase the number of people who see your ads.

Many businesses still find themselves wondering if they should use Google Display Network and whether it’s cost-effective or not. Well, consider this:

GDN’s value revolves around mainly affordability and reach. When pursued through traditional search ads, you will likely end up paying a lot in terms of prospecting, brand building and remarketing – with little ROI to begin with. In contrast, GDN bypasses this costly competition from traditional search ad marketing channels.

Also, when using traditional Google search ads, you’re pretty much casting a very wide net, which means it’s mostly hit or miss – both in terms of the users you are targeting and how you are making use of your ad spend. It’s simply not as cost-effective as GDN.

Is GDN really better versus Google search ads?

There’s no need to get stuck in the GDN vs. Google search ads dilemma. Which one is best for you depends on what your marketing goals are.

Generally speaking, however, when the main goal is to build the most brand awareness in a budget-friendly way, GDN is great. Additionally, there’s less competition on GDN for inflated keyword bids, so there’s a higher chance of you reaching users who are actively searching for exactly what you offer.

And, even though the audience intent is not as strong with GDN, the cost-per-click (CPC) is lower and you get far more impressions. Then, of course, there’s affinity audiences and other audience targeting options which offer plenty of room for ad campaign customisation.

Ultimately, you do not require a very big budget to set up a Google Display campaign – in fact, all you do need are the ideal targeting factors underpinned by your main marketing goal.

There’s one more very important aspect of GDN which businesses should give careful consideration to: it lets you define your ideal audience in a way search engines simply aren’t capable of – because you’re targeting a lot more than just keywords, which means your ads aren’t limited to Google’s SERPs (search engine results pages) only.

So instead, you’re using GDN to target websites according to audience affinities, custom intent keywords, and in-market segments. Heck, you can even select website placements that perfectly meet your target audience criteria!

There’s another differentiator we need to take into account when we discuss search ads vs. GDN: volume. Where do those fancy schmancy image ads that you worked so hard to craft appear when you market them on GDN? Across millions of sites that your prospects are likely visiting as we speak!

If you’re still not sure whether GDN will bring you the paid ad ROI you have in mind, consult our Google PPC ad team, who have years of experience working with businesses across all verticals – helping them make the most of their ad spend.

Published On: March 23rd, 2023 / Categories: Digital Marketing, Marketing Strategy /

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