The Hidden Power of Display

[Tokratni blog zapis je prispevala Lucie Pokorna, vodja iskalnega marketinga v interactive.agency]

Most of you will already be familiar with Search advertising on Google AdWords. Not as many advertisers, however, are aware of the potential of the Google Display Network, which has been fully enabled for Slovenia only in June 2012. Today I would like to highlight some of the most interesting facts and features relating to the Google Display Network (GDN) and present reasons why  I think it’s a good idea to combine Search campaigns with GDN campaigns.

1.  Users spend only 5% of their time online on Search… and 95% on everything else on the web. 

In terms of activities important for marketing/sales, your potential customers come to Google Search mostly when:

  • they are looking for initial information about a product category,
  • they have decided on a product and are looking for reviews,
  • they are ready to buy and are searching a concrete offer.

The rest of their time is spend elsewhere on the web. The GDN gives you a chance to communicate your brand and your offer to the users when they are browsing, reading reviews, reading emails on Gmail, watching videos on YouTube etc. The exposure to your brand is much higher.

2.  The likeliness of a purchase is 7x higher for combined Search and Display strategies than for Search only. 

Using both search and the GDN to communicate your advertising message increases brand awareness, gives you more time and space to promote your product and ultimately leads to more decisions in your favor.

According to the Online Publishes Association’s study, one in five consumers exposed to display ads by a company later searches for related terms. One in three consumers visits the business’ website.

The GDN allows you to be closer to your potential customer throughout the entire buying cycle. You can raise awareness with multimedia branding campaigns, influence decisions with concrete offers, and reinforce loyalty with remarketing.

       

3.  97% visitors of your website don’t convert the first time they visit.

With Remarketing, a function only available for GDN, you can create a list of users who have visited your website (no matter where they came from) and then target those who didn’t convert with special offers or messages. Alternatively, you can target those who already converted on your website and offer them a complimentary product or service. Remarketing achieves 3x higher CTRs than the industry average and is a great tool to for example avoid losing customers who abandoned your shopping cart or haven’t quite decided yet.

There is of course more to the GDN than fits into a short blog post, from the simple fact that the GDN allows ad formats that aren’t possible on search, to advanced targetting methods based on user interests… But I think it’s already clear enough why combining digital channels will get you the best results.


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Damjan Planinc
Super consumer besed, informacij in idej. Menda splet spreminja strukturo naših možganov, način kako razmišljamo. Gotovo pa prepričan, da spreminja ne samo medsebojne odnose temveč tudi poslovne modele in obstoječe marketinške paradigme. V spletne vode pade pred trinajstimi leti. Ugotovi, da je kot za vsako mlado industrijo velikokrat hype-driven.
Damjan Planinc
Super consumer besed, informacij in idej. Menda splet spreminja strukturo naših možganov, način kako razmišljamo. Gotovo pa prepričan, da spreminja ne samo medsebojne odnose temveč tudi poslovne modele in obstoječe marketinške paradigme. V spletne vode pade pred trinajstimi leti. Ugotovi, da je kot za vsako mlado industrijo velikokrat hype-driven.

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