Neal Mohan, Vice President of Google Display Network made 6 predictions on improved display ad performance by 2015. To read more about his predictions visit: There’s a Perfect Ad for Everyone. Google obviously is investing a ton to make the GDN a $200 Billion dollar industry, hopefully this post helps calm any fears you may have because it’s not going anywhere.
The most important thing to keep in mind when deciding on the Google Display Network is user intent:
o Display drives the entire funnel from awareness -> intent ->purchase
o Search drives consideration-> intent
The ideal PPC account will have a mixture of both. Utilize Display ads to reach users who research or read reviews on a product/service across various sites around keyword themes you are targeting. Utilize Search to capture users that have an idea of what they are looking for and are further down the funnel. Allow time for Display Campaigns to build up steam before counting them out. As a best practice, 2 weeks is the minimum timeframe that should be factored in when driving strategy. The reason for this is because you need to have a large enough sample size to make strategic decisions. Be sure to visit these 5 Quick Tips for Optimization.