We have rolled out many new features for the Google Display Network. One that we would like to highlight is remarketing. Google remarketing uses custom technology to reach potential customers who have previously visited your website. Implementing the remarketing tag is very easy; you simply add a pixel to your website. After adding the pixel, you can use remarketing to help capture additional sales or leads by re-targeting users who have already visited the site, and generally convert better and at a lower CPA. To learn more about remarketing and other innovative targeting options on the Google Display Network, you can check out this post from the Google Display Network blog series.
We frequently hear some common misconceptions from advertisers about the GDN that we’d like to clarify:
- I’ve tried the GDN before - what has changed?: The Google Display Network has changed a lot in the past few years. Today, the median advertiser gets approximately 20% of their conversions from the GDN at a CPA that is comparable to search.* To drive results like these, we are investing heavily in many new features that make the GDN an effective platform for advertisers with any marketing objective. Examples of features we've introduced over the years include site exclusions, above the fold targeting, frequency capping, and consolidated view-through conversion reporting.
- The Google Display Network only works for branding: Contextual targeting and remarketing are just a few examples of great tools that direct response marketers can use to reach potential customers in the later stages of the buying cycle, like consideration and decision. The Conversion Optimizer can also help you generate additional conversions at an attractive cost-per-acquisition (CPA). With powerful tools like these, you can make sure you are capturing all your potential customers as they spend time across the web.
*Internal analysis of North America advertisers advertising on both search and content, with conversion tracking enabled, from Dec. 2007 – Nov. 2008
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