Every day millions of dollars are invested in the Google Display Network (GDN, for its acronym in English). A display network is a set of spaces on the internet, where ads are inserted, so that users see the communication a brand, while navigating in digital environments. These spaces can be websites, videos, apps and any platform that a person uses when connected.
The Google Display Network is a collection of more than 200 million sites, apps, and videos where your Google ads can appear. As this network reaches 90% of internet users worldwide, joining it will greatly increase the number of views of your communication campaigns. Google has its own places where it promotes these ads, such as Google Finance, Gmail, Blogger and YouTube, although there are also other places on websites, platforms and apps.
This is because organizations, companies or people who have a website or platform with good traffic, join this Google Display Network, to offer their places, so their ads will appear in any of the spaces. that comprise it.
The Google Display Network allows you to define your audience in a way that search engines can’t. Since it is possible to target more than just keywords, you are not limited to the Google results page. The GDN lets you target websites by audience affinities, in-market segments and custom intent keywords, you can even choose website placements that fit your “target audience”.
The Google Display Network allows you to target your ads in two ways: first, to target potential customers on the internet who have no prior knowledge of your website, brand, products or services; Second, you can re-market to users who have engaged, in some way, with your website. Option Two allows you to leverage the audiences you find in Google Analytics for your website. If you haven’t created a Google Analytics Website Audience, doing so is incredibly easy: simply set up an audience for a user who completes specific actions.
Some of the most common remarketing audiences are:
general website visitors;
users who have submitted a form;
users who have downloaded content;
users who have viewed specific product pages;
users who have signed up for a trial account or offer;
users who have completed a transaction or purchased a product;
users who have started any of the above actions, but left the page before completing it.
Remarketing and prospecting are two different initiatives that you can run on the Net. Some companies prefer to focus only on remarketing to reach users familiar with the brand and this generates leads and sales at a better cost. In contrast, other companies do not focus so much on the return on investment, as on generating awareness of their products and services. It is very important to have reach and segmentation tools and thus capitalize with “target audience”, your investment in digital media.
Source:
https://blog.hubspot.es/marketing