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Lowell D'Souza

Lowell D'Souza Digital Marketing Consultant

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Six Stellar Benefits of Advertising on the Google Display Network – Part I

We’ve all advertised in some form or the other on Google’s product platforms and most of us in the auto industry are aware of the benefits of Google PPC and its ability to generate revenue for a business.

But, many of us, tend to neglect Google’s other stellar offering which is the Display Network. Let’s start with understanding what Google’s Display Network (GDN) is all about.

By Google’s definition, the Display Network is a large group of websites and other products, such as email programs and blogs, who have partnered with Google to display AdWords display ads. These display ads (text, image, video & rich media) are placed either on searches or website content. You can target websites that have partnered with Google (display partners), YouTube, and specific Google properties which include Google Finance, Gmail and Google Maps.

Let’s get to the key advantages of advertising on the Google Display Network. Part I of this article will cover two key benefits. Part II will cover two more and Part III will cover the last two.

  1. Broadest Reach:

The Google Display Network reaches over 70% of unique Internet users around the world. That includes users speaking more than 20 languages in over 100 countries. That coupled with the fact that Google has 66% search engine market share (Bing has 15% and Yahoo has 14.1%. Source: comScore Feb 2012) means that as an auto dealer, your digital advertising has to include the GDN to take advantage of its superior reach.

  1. Influencing potential customers at different stages:

The GDN can potentially reach potential car-buyers at various stages of the buying cycle. As we’re aware, the buying cycle for a car is lengthy and overwhelming, and as part of the buying process, a potential customer is actively researching content on review websites, auto-enthusiast blogs and comparison/research site like KBB or Edmunds. What’s important to note here is that at any point of time, most potential buyers are at a different stage of the buying process. A strategic GDN campaign can reach those buyers with the right advertising depending on which stage of the process they are at.

For example, a buyer might begin a search for Chevy Cobalt cars with just an interest in reading reviews. While reading a review on a review website, that buyer might notice a dealership’s local ad and might either note those details or click on those ads. And, with that simple action, that potential customer gets closer to your dealership.

So, as you can see, these two benefits on their own are powerful enough to consider advertising on the GDN. Stay tuned for Part II of Six Stellar Benefits of Advertising on the Google Display Network which will cover two more benefits.

Lowell works as a Digital Marketing Consultant with ADP-Cobalt. With many years of digital marketing in the travel, legal, non-profit and SMB sector under his belt, Lowell brings a lot of value to his current role in aiding businesses with their digital advertising strategies. He also writes frequently at marketingbones.com.

Bryan Armstrong
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