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Google Display Network
Table of contents
• Advantages of Google Display Network
• Advantages of Google Display Network over Search Advertising
• Comparison of Yandex and Google Display Network
• Basics of setting up an advertising campaign in the Google Display System
Google's Display Network (abbreviated GDN) is a contextual and media advertising system for Google search engine, called Google Ads (formerly Google AdWords). Advertisers' ads are displayed on partner sites, as well as other Google services (YouTube, Gmail, etc.). The system automatically selects sites that match the topic of the advertisement. When displaying offers, other factors are also taken into account, for example, campaign settings (the advertiser can exclude certain websites), and parameters of the target audience.
Advantages of Google Display Network
Wide audience coverage. The Google Ads advertising network covers more than two million websites created in different languages and belonging to different regions. Google attracts partners with favorable conditions, so its display network includes a lot of popular resources, visited blogs and forums, thematic and highly specialized sites. The wide audience coverage is also determined by the popularity of the Google system itself and its services. For advertisers, this means they can reach as many potential customers as possible with their offer.
Convenient settings. Google pays a lot of attention to its advertising network. Over the years of Google Ads' existence, the functionality of this system has been verified and refined to the smallest detail. Advertisers have the opportunity to set the conditions for displaying ads (region, time, social profile of the user, type of sites, etc.). This helps expose the offer to people who are interested in it, minimizing the number of wasted clicks (i.e. wasted spending). The ability to set restrictions on the number of impressions, budget and other parameters allows you to control the costs of an advertising campaign.
Rich analytical tools. Google Display Network provides ample opportunities in terms of collecting statistical data and analyzing the effectiveness of advertising campaigns. The user can track exactly where his ads are shown, evaluate their click-through rate and other parameters. This helps to increase the effectiveness of an advertising campaign and create a clearer portrait of the target audience.
Various types of advertisements. Google Ads allows you to place advertisements of various types (in the form of short links, short ads), as well as banners and videos. This provides advertisers with the opportunity to choose the format that is most suitable for their purposes (selling a product or service, increasing brand awareness, informing about promotions, etc.), taking into account the characteristics of the audience, region, and business area.
Versatility. Google Display Advertising is suitable for many businesses that offer a variety of products and services. The only exceptions are such fundamental niches as, for example, the oil industry, and those areas in which clients choose a supplier based on personal recommendations or other individual criteria.
Advantages of Google Display Network over Search Advertising
Huge coverage. Display network includes a lot of sites around the world and allows you to display any target audience in different countries and cities. The Display Network includes not only popular portals, but also small niche projects.
Contextual targeting. When placing display advertising, a contextual analysis system becomes available, allowing you to display ads along with relevant content. Ads are seen by users who are most interested in goods and services.
Lots of analytics options. Conversion Optimizer, Placement Performance Report, Conversion Tracker, and other Google Ads features provide a wealth of information to help you measure the performance of your campaigns and make optimizations if needed.
Comparison of Yandex and Google Display Network
Requirements for partner sites. Google Display Network puts forward simpler requirements that are met by a large number of sites. This is one of the factors behind Google Ads' large partner base. Yandex's rules for accepting sites in Yandex are much stricter. This helps select high-quality resources, but significantly limits the size of the database.
Targeting. This term refers to the choice of conditions under which advertisements will be displayed. These are keywords, demographics, region, etc. In terms of targeting, Google's display system is more flexible. It provides a significant range of settings compared to Yandex Network. Yandex takes into account visitors' preferences, keywords, and some other parameters, but ads can be displayed on resources that do not correspond to the advertiser's subject matter.
Setting up exceptions. Google provides the opportunity to prohibit the display of ads not only on individual resources, such as Yandex, but also on all sites of a certain topic, for example, gaming or adult sites. This allows you to improve the quality of the audience to which ads are shown, and therefore reduce unnecessary expenses for the advertiser.
Interface. Since Yandex provides fewer customization options, the interface of this system is somewhat simpler compared to Google Display Network. For beginner advertisers who plan to set up a campaign on their own, it will be easier to work with Yandex ads network.
Basics of setting up an advertising campaign in the Google Display System
Keywords. This is a list of phrases or individual words that are specified by the advertiser. Thematically they correspond to the goods or services being promoted. Ads will appear on pages that contain keywords. In addition, the system analyzes the list of keywords and determines the topic, which is also taken into account when choosing sites for placing ads.
Venues. The contextual media system provides advertisers with the opportunity to select sites on a specific topic on which ads will or will not be displayed. A list of resources recommended for placement is provided. You can also specify exceptions. This is done in order, for example, not to display ads on competitors’ websites or those resources that for some reason do not satisfy the advertiser.
Interests. The system allows you to set up a campaign so that ads are shown only to people with certain interests, for example, active users of social networks, motorists, mothers on maternity leave, etc. This is an important setup step that allows you to immediately cut off non-target visitors who are unlikely to become potential clients of the advertising company .
Demographic data. In this settings block, you must specify the age and gender of the people to whom advertisements will be shown. This allows you to target the campaign as accurately as possible to a specific circle of people.
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