We all know an effective marketing or branding campaign is all about getting your ads in front of the right sets of eyes.
Traditional, often print-based, marketing campaigns such as newspapers and billboards rely to some extent on predicting where and when your target market will be, so they see your ads.
What digital advertising through the Google Display Network does is take your ads to your target market. Smart data-based algorithms find the favourite websites your target audience is looking at and displays your ads on those websites; and we mean almost any website, not just property websites.
It works in a similar way to the ads you’re running in a Facebook campaign but takes them to a larger audience, finding potential buyers when they’re looking at different websites, not just via property searches.
By adding a Google Display Network campaign to your marketing plan, you are leveraging the reach of two global platforms in Google (used by almost 90% of the world’s internet users) and Facebook.
What exactly is the Google Display Network?
The Google Display Network is a collection of more than two million websites that essentially have ad space to rent. Google determines what ads a specific visitor sees in those ad spaces based on their previous online activity, as well as demographic information such as age, location or gender.
The network is designed to help target your ads to the right potential customers at the right time. You build a profile of your ideal audience – or the perfect potential buyer for a listing – and the unique benefit of the Google Display Network is that your ads find those people wherever they hang out online. They might be reading the news, buying shoes, or watching cute cat videos.
The Google Display Network is an effective way to find new customers , or leads on listings from a much bigger pool, but also to re-target potential buyers who may have visited your website.
It can also be an effective way to find and nurture less motivated potential customers from the “just browsing” phase of buying or selling, to a more engaged, active state, where through your ads they see a property they particularly like, or see your great results from previous sales.
And, crucially, it does all this for a relatively low cost.
Where do you start?
The scope and potential of the Google Display Network can make it seem intimidating; finding your target audience in a sea of Google users can easily seem like searching for that famous needle in a haystack.This is where a platform like ListingLogic makes all the difference. Just as with your Facebook campaigns, we take care of all the details.
Through your existing ListingLogic account you can quickly and easily create, purchase, and manage advertisements on the Google Display Network. And see how they are performing in real time.
The platform also ensures your ads meet Google’s ad requirements and specifications, which means you’re not wasting time and money on ads that Google won’t display.
Just as with your Facebook campaigns, using ListingLogic means you are freed up from the time consuming, highly repetitive work of setting up campaigns, while delivering meaningful, cost effective results.
As a platform, ListingLogic’s buying power with Google also means we are able to get more competitive rates for your ad campaigns – and manage where and when you retarget customers to avoid ad fatigue.
In short, you know who you need to reach, and we know how to leverage the scope and effectiveness of the Google Display Network to help you reach them.