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Six Stellar Benefits of Advertising on the Google Display Network – Part III
As we saw in Part II of this article, the Google Display Network (GDN) offers significant benefits in terms of reach, branding possibilities and its ability to influence shoppers at every stage of their decision process. Here are the last 2 benefits that make the GDN a must-have in your digital adverting mix.
Google's smart pricing feature reduces maximum cost-per-click (CPC) bids for underperforming pages in the GDN. If a click from a Google Network page is less likely to turn into actionable business results - such as online sales, registrations, phone calls, or newsletter signups, Google’s system tends to reduce the max CPC for that site. This ensures that you pay more when ads on certain websites do better in terms of conversions and pay less when ads on certain websites don’t do as well.
According to eMarketer, there is a distinct connection between display and search ads wherein, in the overall context of advertising, both ad formats combine to drive consumer action.
It is imperative to note that display advertising online is more than just plain branding. It’s about visualizing the value proposition of your dealership in a way that strongly appeals to your local leads. An example is a ‘0% for 60 months’ ad running concurrently with ads highlighting your inventory along with ads highlighting a sale on a specific model. If a lead is exposed to all three ads, it does build up a story for your brand in their minds. And, so, when they’re ready to buy, your brand will be on top-of-mind recall.
Also, research by eMarketer has shown that by just viewing a dealership’s ad frequently (Display or Remarketing anybody?) makes consumers more likely to come to that dealership over their competitors as this exposure makes them more likely to use search terms from the ads displayed. Thus, GDN’s synergy with Paid Search results in an overall lift for both forms of advertising.
This, in a nutshell, covers the advantages of including the Google Display Network within your digital advertising program. If you have any further questions, feel free to connect with me at lowell.d’firstname.lastname@example.org.
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.