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How to use GDN right

Google Display Network is one of the greatest sources of traffic. It consists of a huge number of Google partners’ websites, where ads can be displayed. The total GDN coverage is more than 90% of Internet visitors daily.

How can you use GDN:

  1. Audience doesn’t know about your product or your service (informing)

You can use GDN to target people who know nothing about your products or services. GDN allows you to choose users for whom it might be interesting, whose problems you can solve with your product or service. GDN has a large number of tools to target this audience – interests, gender, age, search keywords, etc. It even allows downloading of your own users lists (emails or telephone numbers) and targeting them.

  1. Audience knows about you, not ready to buy (keep in touch)

In this case advertising via GDN might perform 2 functions: remind about you and your company, and answer users’ questions with the help of adverts. You can encourage a client to buy with a discount or reduction. Such advertising allows you to constantly stay in touch with your audience.

  1. Audience knows about you and ready to buy (receive requests)

You can remind a person about yourself using remarketing tool (and even remind that they left something in a shopping cart). Or you can offer extra products that they might need after buying something. A cool offer, in this case, will allow you to bring them back and sell more.


What do you need to create a perfect GDN campaign? Just 2 things: perfect understanding of your target audience and high-quality catchy creatives.

We can target using the following aspects:

  • Demographics
  • Location
  • Interests
  • Topics
  • Placements

To get started, you should firstly choose one or 2 targets and test the impact. For example:

  • 1 ad group – demographics + interests
  • 2 ad group – demographics + topics

It’s important to exclude audience intersections in order to get reliable results, so we should add exceptions to those topics that are used in a topic-targeted group and backward to a group with interests.

Having good traffic, we can find the most converting segments in different targets, based on key metrics, whether it is a reach, behavior on the site, conversions (sales or applications), etc. Let’s say, topics + location + interests and create a separate ad group, targeting these users. Of course, using targets from different groups greatly narrows our target audience, but having one or two such groups, we can get a segment that converts very well.

Also, do not forget about limiting the frequency of impressions to a specific user. The impressions of one banner per month will be a good value, otherwise, the ads start working in the opposite direction – user is bored with your ads and starts to react more negatively. A special case of this is working with remarketing: if we need to show ads only to users who put something in the cart but did not buy, we need to create a remarketing list for those who reached the cart page, create a list of those who bought, and add a list of those who bought to targeting exclusions for this particular ad group. This way we will not annoy users with the goods they have recently bought.

Aliaksandr Krakhmalchyk

Team Leader

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