Google Display Advertising is run through the Google Ads platform, via the Google Display Network or GDN (comprised of YouTube, Gmail and Google Display partners). Instead of being text-based, Display Ads can be in either image or video form, and offer many alternative targeting options to Google Search Advertising.
Paid search advertising is advertising that appears on search engines on a pay-pay-click (PPC) model. It works by targeting specific ‘keywords’ that you would like your advertisements to appear for, and placing a maximum cost-per-click bid to let the search engine know how much you’re willing to pay per click.
Remarketing Ads are advertisements that you choose to show users who have already interacted with your company in some way. For example, if they have visited your website, clicked on/interacted with a specific ad or liked your social media page.
Remarketing can be an essential stage in the sales funnel. However, contrary to popular belief, it isn’t necessary for every business.
Bing Ads, recently rebranded as Microsoft Advertising, is a search advertising platform owned by Microsoft.
When deciding if Bing Ads is the right platform to use for your business, there are certain factors that should be taken into consideration. For example, Bing’s audience is typically older and a much smaller volume than Google. Therefore, you may find that your campaign performs extremely well on Google Ads, but doesn’t deliver the same results on Bing Ads.
The decision on whether to use Google Display Advertising depends entirely on what you want to achieve and your strategy. For example, display advertising can be useful when used in a remarketing campaign as a ‘step in the sales funnel’. This is because users on the GDN are likely to be in a completely different buying stage than someone who is using high-intent keywords.
There are many differences between search and display ads, including how they look, how they are targeted and where they are shown. For example, search ads are generally targeted using keywords, whereas display advertising is typically more audience-based.
Like search ads, most display ads are charged on a cost-per-click basis. However, other options are available, such as:
Target CPA (cost per acquisition)
Target ROAS (return on ad spend)
Viewable CPM (cost per thousand impressions)
The Google Display Network or GDN is made up of over a million websites on Google Search partners (a network of websites that work with Google to show advertisements), YouTube, and Gmail.
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