As the most dominant search engine, Google carefully monitors all of our online activities, collects data and, via its partner sites, sends marketing messages in the form of banners. Popularly known as Google Display Network (GDN), this form of advertising represents integral part of every campaign of renowned global brands, as well as most of our clients. Why? Because it enables us to use the data collected on online users so that our content is seen by those who find that content relevant at the moment when they actually need it.
You probably wonder how we use those data. Don’t be afraid, no one has seen your non-posted photos from a holiday or your friend’s bachelor party. Targeting is slightly different from what you imagine and it is possible to do it in several ways:
- Websites – an increasing number of partner sites featuring Google banners enables us to reach our target group, namely consumers. By selecting relevant sites where banners will be used, we increase a probability of getting a click.
- Content – all sites can be categorised based on content and topics they cover, so by content-based targeting, Google enables us to reach our target group that should see our banner. A previous analysis of keywords will provide us with an opportunity to best set a campaign and achieve better results.
- People (target group) – we are there because of them and our objective is to reach them when they are on the Internet (and we have already concluded that they live there). Unlike targeting via keywords and topics, here we do it based on interests of our target group. Every time we visit a site that is a Google’s partner, we leave personal data via cookies. Google does not reach into pour privacy so deeply, but based on our frequent visits to a specific site, it registers that we are interested in a particular topic. That piece of information will be used when targeting in this manner. Interesting, don’t you agree?
There is a lot one can say about the topic such as Google Display Advertising. I will take this opportunity to point to benefits that companies or individuals with online sales gain with this form of advertising. While reading various professional articles, I often come across the information that an average customer visits a site six times on average before executing the intended purchase. One visit to the site is quite enough for us to get data of that customer, provided we previously tags (pixels) on that site. In that manner, we can “stalk” him/her. Yes, that’s the expression I prefer, as that is exactly what Google does to me every day when I go to YouTube or any Google’s partner site. Banners targeting me serve to remind me not to miss a super deal or that a discount is valid for three more days only, or that a brand has a special offer for online shopping. That is exactly the point of banners, to be a bit boring but to get the shopping done. I won’t tell you how many purchases I’ve made in that manner. I don’t know if I should explain it with a fact that I am a woman or that simply the campaign was successful. In any case, conversion is executed, both the company and the customer are satisfied, and we marketing professionals are proud of another successful GDN campaign.
Next time think about why a banner with a special offer for eliminating cellulite or preventing hair loss is presented to you. Perhaps it is only bad targeting. You know the truth!