So when we talk about paid advertising on Google or Google Ads, most people think about what comes up on a search results page when you’ve typed something into Google. There are other parts to the Google Ads platform and one of those is what we call the Google Display Network or GDN.
So if you’ve heard this lingo GDN, it stands for Google Display Network. And essentially the Google Display Network is where you can put your ad on thousands of other websites. They might be in the news sector, they’re in, could be in horse riding, they might be in health, there’s so many places on Google, there’s thousands upon thousands of places where you can put an ad.
Now if you’re a business that’s targeting businesses where they might have a marketing manager for example, it’s unlikely that you are going to directly know that person or know someone that knows that person. So how do you reach them?
Well, that’s where the Google Display Network comes in. Because we can target those people by working out a profile for them. So we’re looking at things like gender, age, parental status, geographic location. So a lot of marketing managers in bigger businesses, so maybe they might be in hotel management, for example. Or they could be involved in catalogue creation, like for the larger department and supermarket stores.
They’re looking to find their, they don’t want to spend hours looking for that, you know they’re 25-30 year olds, they’re busy, they’ve got a lot happening in their life. So we know roughly what age they’re likely to be and that’s one of the demographics, so there might be more than one but you want a message that resonates with them and you wanna know their interests. You’d roughly know where they’re going to live, they’re going to be Sydney and Melbourne, probably more CBD, maybe in some of the inner suburbs there.
You’re going to, so we’ve got age, you’re going to know they’re going to be in the upper 25 percent of income earners and they’re probably not going to be a parent. So we can target that.
We can further refine that by putting a message in somewhere where they might be browsing on the weekend and it gives them something they’re interested in. So they’re possibly interested maybe in, let’s say health and fitness. Ok there’s going to be other interest groups as well. But we can put an ad in front of them in that environment.
So they’re cruising along on the weekend, maybe reading a few health articles, maybe even looking up some recipes. They could be interested in Paleo, and up pops your ad and it solves the problem that they’ve got. So they may be on the look out for a graphic designer with a keen eye to detail, that’s got experience in putting together catalogues. If you have a short snappy message to that effect, and they see it, they know in the back of their mind that that’s one of those things they need to get on with at the office but they just haven’t got time to do it.
So, they see your ad that, just cruising along on the weekend, they think I’ll have a look at that, takes them to a page on your website that talks about exactly what you can do for them and make their job easy, they go wow, all my problems are solved. They fill in the contact form, send you their details, you ring them on Monday morning and they’re really open and receptive to that phone call, and that’s likely to turn into business for you.
So that’s one way that we can use the Google Display Network. There’s lots of other ways and we’d love to share more about that with you, either on a later video, or perhaps in person if you want to give us a call on 1300 884 757.