YOUR PAID SEARCH OPTIMISATION EBOOK INCLUDES:
- Tips on best practice – how to be a paid search superstar
- The importance of testing and data analysis
- How your experience and intuition can be key to campaign success
- And more…
Selecting the network, or combination of networks, on which your ads will appear is a crucial part of your display strategy and key to achieving your marketing goals, targeting needs and budget
Our display strategy
Our display strategy always depends on your monthly goals but we also consider a number of other factors including:
- Goals and KPIs
- Target audience
These elements determine which display networks we will use. The display networks can be split into 2 categories.
Google Display Network (GDN)
The Google Display Network boasts an impressive reach of over 80% of internet users in the UK, which is perhaps why display advertising on this platform is a popular choice within the display marketing industry. If you’re looking to get your brand in front of a high volume of customers and prospects, then Google’s display advertising campaigns are a great option.
Alongside the wide variety of ad formats to choose from – including text, video and image ads of all shapes and sizes – the Google Display Network offers a multitude of targeting methods, which can be layered to help us to achieve your unique campaign goals.
While the Google Display Network offers primarily keyword-based targeting with bid multipliers for device, time of day/day of week, location, it also provides us with a much wider scope for targeting users. Indeed, we can leverage the following methods to micro-target your ads to your audience.
The GDN is typically included in all our display strategies. Often the GDN alone provides the best performance with display budgets that are under £10,000 a month. This is due to the level of targeting and powerful bidding methods is offers, combined with the fact that no additional costs (overrides) are applied; there are minimum barriers to entry and no minimal spend.
Multi Network DSP
For larger budget display campaigns, we use Multi Network DSPs (Demand Side Platforms) to gain access to over 30 ad exchanges and over 48,000 publishers, allowing us to display your ads on selected websites across the internet, depending on targeting options.
The benefits of using Multi Network DSPs include:
Reach – access to over 30 ad exchanges including Google, Facebook Exchange, OpenX, RMX, MoPub, PubMatic, AdMob and YouTube.
Opportunities – ads or sectors that cannot advertise on the Google Ads platform can promote their services.
Transparency – full visibility on the granular details of campaigns.
Control – when changes are made to your campaigns, our DSPs react immediately, providing complete control over your media buying experience.
Flexibility – our DSPs allow us to upload an ad or create our own within the RTB platform.
Budget vs networks
The budget of a display campaign will help determine if our display strategy will utilise Multi Network DSPs or the Google Display Network alone.
The Google Display Network boasts an impressive reach of over 80% of internet users in the UK, which is perhaps why display advertising on this platform is a popular choice within the display marketing industry