AdWords: Why you Should be Using the GDN

The amount of business owners that advertise on Google AdWords is massive. Almost 1.5 million businesses advertise on the GSN (Google Search Network), and over a million advertise on the GDN (Google Display Network). These businesses come in all sorts of different sizes, from different industries, and have to battle it out with industry competitors with their weapons of choice being a bid, and quality score.

When setting up ad campaigns, many businesses choose to ignore the GDN, most likely because they think it won’t bring any profit to their business. Here’s a fun fact for those business owners! The Google Display Network has around 6 billion impressions for its paid ads per day (source: WordStream).

“Well impressions aren’t important for my overall ROI”, you say. We would implore you to stop speaking such craziness this instant.

GDN, as most AdWords users will know, is primarily oriented for raising awareness of your brand, especially so when you set up ads with the CPM (Cost Per Impression) method. If you’re a small business startup, it is very likely that you need to be promoted, and using the GDN is one of the most cost-effective ways to do so. Bringing exposure of your brand to consumers that are interested in your product or service and that are close to your location is crucial for increasing your conversion rate, which can increase your revenue (based on your desired conversion), which inevitably raises ROI.

The GDN goes beyond the simple search. On the GSN, your ad appears as the first thing the searcher sees when typing in a query, which is very beneficial. On the GDN your ad can appear on websites that aren’t even yours but are similar to your business. They could be sites that compliment your products for example. This feature allows for highly effective remarketing, and can have a big influence on the consumer you’re targeting. Just like with the GSN, on the GDN, you can choose from a variety of different ad formats like text ads, image ads, rich media ads, and video ads.

Don’t let the potential of the GDN go to waste. If you’re advertising with the GSN, make sure you compliment your ad spend further with the Google Display Network.