At Tonic, we strongly believe that ignoring Google for advertising is a huge mistake. The Google Display Network reaches 90% of Internet users worldwide and has over 2 millions websites within its reach.
It helps with targeting a user through the websites or mobile applications he or she is visiting, the videos he or she is watching on YouTube and the email that he or she is accessing on Gmail.
In terms of banners, there is a different form of customized layout and size but also a range from static and rich media to a more interactive format.
The Google Display Network also benefits from advanced targeting and retargeting options. Indeed, your audience can be targeted by gender, location but also interest and visit history. If a user has visited a competitor’s website, you can even retarget him or her and take them to your own website.
The Google Display network is part of Google Adwords along with The Google Search Network. Using the Google Search Network, you can perform Search Engine Marketing.
Search Engine marketing increases the visibility and ranking of your website in search engine pages through paid marketing. To put it simply, you connect your page with a list of keywords. When a user is going to search using those keywords, then your website will appear first in the ranking but with the “Ad” descriptor being mentioned. This mention of the word “Ad” is what makes it differ from Search Engine Optimization. The latter is a free tool.
As there is a cost per key word, users cap it per day, per week or per month and once this volume is achieved, it means the budget for SEM had been fully consumed. Thus, it is important to balance heavy used keywords with less used ones.