14 Mar Overview of the Google Display Network (GDN)
How the GDN helps increase your website’s exposure and traffic
Have you ever been browsing on websites on the Internet and seen image, text, or animated ads on the top or sides? If so, you have seen the Google Display Network in action.
There are thousands of popular websites and blogs in the Google Display Network that create a large opportunity for advertising. The GDN is a great compliment to traditional PPC ads on search engines and it helps you increase your website traffic and exposure.
What is the Google Display Network and how does it work?
There are three distinct groups that combine to form the Display Network. First, there are thousands of popular websites and blogs that have dedicated portions (both small or large sections) of their website as advertising space for image, text, or video advertising. Second, there are advertisers that want to place their ads on these dedicated ad spaces. Third, there is Google, who runs the advertising platform and is the middleman between the other two groups.
The Display Network is unique in that the advertiser pays Google for each time someone clicks on ads, but Google then pays half of this revenue to the site or blog owner. This creates an incentive for site owners to opt in to the Display Network as a way to make additional site revenue, while advertisers have an incentive to join to increase their marketing reach on hundreds of popular websites.
What are the benefits of advertising on the Display Network?
The Display Network shares many of the same benefits as PPC ads on search engines, such as robust analytic data, advanced targeting options, and the pay per click model. However, it has many unique qualities that can benefit your law firm.
- Exposure and Traffic: You can dramatically increase your website’s exposure and traffic by advertising on hundreds (or even thousands) of websites and blogs
- Lower Cost Per Click: Generally speaking, the cost per click on Display Network ads is significantly lower (often times over 50-75% less) than on search engine ads.
- Targeting Options: You can choose to display your ads on websites and blogs that relate to keywords, themes, or demographics that you choose.
- Creative Ad Options: You can have image and video ads, as well as text ads. This allows you to be very creative and use graphic design elements that are eye-catching and visually interesting.