Advertising on Google's Display Network

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If you’ve seen any of Top Draw’s presentations in the last 5 years, you’d have seen a lot of focus on creative solutions, measured results. Those measured results are most evident and clear with direct response marketing, where you market to a client and expect a trackable, immediate response from the client. Direct response marketing offers easily trackable ROI, and a high volume of low cost leads, sales and customer call-ins. What if you have bigger online marketing needs, and need to market not just on a direct response level, but on a brand level?

The Google Display Network

Pretend for a moment that you own a popular website that gets tons of visitors, but you have no way of turning that popularity into any revenue. You could approach potential advertisers 1 by 1, but the act of negotiating deals, coming to a reasonable price, collecting payments, and implementing ads can be tough. That’s why many publishers out there opt for Google’s Display network. Those same features that attract publishers are also attractive for advertisers. Google’s vast display network gives readily available, reasonably priced, no fuss online advertising with much better statistics than many popular offline media channels. No more mystery-meat “views” data and no more publishers who can’t support your interactive ads. The advertising price is set in a fair auction style and gives access to a volume of web properties that would be very time consuming to manage if you were to do it site by site.

edmonton-journal - display ad

Targeting Methods

Hold onto your britches, because online advertising offers a plethora of options:

  • Target websites based on themes
  • Target websites based on keyphrase usage on-page
  • Target specific websites and ad locations on sites that use Google Adsense
  • Target a variety of audiences with factors like location, language, preferences, and other demographics
  • Advertise to people who have visited your website, but didn’t buy or request a quote

Measured Results

Because we’re not measuring a direct response like a lead or sale, the measurement methodology has to adapt. Instead of leads or sales generated, intermediate stats like reach & frequency (the number of clients who have seen your ad, and how many times they’ve seen it), reports on which websites are showing your ad, and other demographic information shows where your brand dollars are being spent.

Example Reach and Frequency Report
Example Reach and Frequency Report
Example age range report
Example age range report

Valuable information, but what does it all mean? What’s an acceptable CTR (click-through rate)? Where does Google get demographic information? What kind of budget is necessary to get good results from display advertising? If you’re intrigued and want more information, let’s sit down and chat.

Go with an Online Marketing Agency, or go it Alone?

Just how hard is it to get one of these campaigns moving? Based on campaigns that I’ve taken over from clients, as well as campaigns that other agencies and Google themselves have setup for clients, I’d say there are costly nuances that can be unforgiving on newcomers or intermediate users on the platform. It’s easy to miss the locational targeting, run with keyphrases or topics that are too broad, and otherwise mis-spend budget on the wrong audience.

As a Google Partner, Top Draw has proven an understanding of the platform, and with a long operating history working with amazing clients, we’ve taken on many online marketing challenges. You could take a shot at doing a limited campaign, or put us to work for you. Your call.

  • Sofía Santucho

    I’ve been using adtomatik for the last two months and got excellent results, higher fill rates and best ecpm than others ad networks.