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Brand Awareness: Ways to Improve Your Brand with Google Display Network!

Google Display Network (GDN) is the great place to give yourself a strong voice. That's why I want to explain to you can benefit from branding your business on the GDN. On the Display Network, we contextually target your ads on millions of different sites that have partnered with Google, allow you run image ads for a potentially higher click-through-rate, allow you to choose your own sites that you want to show on, and choose specific interests and categories.  You can also run a remarketing campaign!



Let’s talk about automatic placements first.  By default, your campaign settings will use your keywords or other targeting methods to match your ads to automatic placements on the GDN.  A placement is just what we call a site. On the other hand, managed placements are perfect if you have an idea of specific placements you want your ad to show on. One choice isn’t necessarily better than the other -- it’s all about what’s best for your business! I would say more often than not, the clients I speak to are using CPC bidding on Display. You're probably familiar with CPC bidding -- it works just the same on search. You set a max. bid you're willing to pay on a placement or a keyword (depending on what kind of targeting you're doing).  With CPM bidding (cost-per-thousand impressions), you pay for each set of a thousand showings of your ad rather than paying for the number of clicks that you receive.  CPM bidding is typically better suited for advertisers who are focused on brand awareness rather than sales or website traffic.  And obviously, a higher bid generally helps your ad show higher on a page and show more often.

On GDN, I would also recommend adding interest categories to your ad groups, as it allows you to reach people based on their interests as they browse pages across the web.  You can select from a wide-ranging list of these categories -- from autos and sports to travel and fashion -- and we'll show ads to people who we think are interested in those categories.  We also use these page topics as well as data from third-party companies to associate interests with a visitor’s anonymous cookie ID, taking into account how often people visit sites of those categories, among other factors.

One of the big advantages to running your ad on the Display Network is the option to run image ads. Since users on the GDN are typically in more of an exploratory phase, image ads are typically more eye-catching, engaging, and thus, more likely to get you a click. It’s important to consider running at least 8-10 different sizes when running a campaign with image ads.  This is because not every placement on the GDN is going to be able to show all sizes of an image ad, so you’ll want those different sizes to make sure you’re getting the most reach possible.  




No experience in designing an image ad?  No problem -- feel free to use our Display Ad Builder.  This tool offers pre-made display ad templates with a free image library. You'll save time and effort so you can focus on the other details of your ad instead of making your own images.  But always include a strong call-to-action in your image ads!  This is super crucial for effective branding and encouraging a strong ROI.