Are You Afraid of the Big, Bad Google Display Network?

Some advertisers fear the GDN- while it can be complex at times, you could be missing out on a diamond in the rough!

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.

About Drew Kraemer

Drew Kraemer currently serves as president of retail and e-commerce marketing at Fathom. Drew is a goal-oriented professional with a successful track record working with a variety of clients across all industries. He has been able to provide clients with innovative and entrepreneurial strategies to exceed their online marketing goals. Drew works with clients to integrate their business strategies into successful digital marketing strategies to increase brand awareness and drive revenue. With a focus on high ROI, he has also successfully built online marketing strategies for clients to drive revenue by utilizing paid, owned, and earned media. Drew has worked with several satisfied clients including Eaton Corporation, Brand Muscle, Speck Products, KeyBank, Bissel, Kirby, American Greetings, and YouSendIt. Drew holds a degree in Sports Marketing from Bowling Green State University and is currently pursuing is MBA at the Weatherhead School of Management at Case Western Reserve University. He is an active member of the eMarketing Association and the Cleveland Professional 20/30 Club. Drew, his wife Keri, and their daughter Brielle reside in the greater Cleveland area.

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