Digital Marketing - Study Notes:
Supporting search campaigns with display platforms
You can use a range of display platforms in your search marketing campaigns to advertise your products and services. Here are some of the main display platforms:
- Google Display Network (GDN): This platform allows you to show your display ads and videos on millions of websites and reach approximately 90% of global internet users. You can place ads on websites, mobile apps, YouTube, and Gmail. It offers multiple targeting options, so you can show your message at the right time, to the right people. Advertisers can choose diverse ad formats, from text to video, and display their ads across different devices.
- Meta: This social media platform has billions of users across Facebook, Instagram, Messenger, and the Audience Network to whom you can target your ads. Targeting is based on extensive user data, with multiple ad and video formats available.
- Premium Display: Premium display campaigns are usually bought through media agencies. Advertisers can choose to serve their ads to visitors on high-profile websites such as the Guardian, the New York Times, Forbes, Time, and so on. Ads are shown using ad-serving tools.
- Network Buys: Like Premium Display, Network Buys are usually bought through media agencies. Advertisers can choose to serve their ads to visitors of certain types of websites in a package buy – for example, shopping and lifestyle websites, sports websites, and so on.
- AdRoll: AdRoll is primarily known as a retargeting platform that targets your ads across different platforms and devices. It offers network access to premium websites and networks that are not available on the GDN.
- Criteo: This is an e-commerce shopping and retargeting network that shows consumers ads for products they just viewed on the advertiser's website. It also offers access to premium websites, networks that impact e-commerce purchases, and networks that are not available on the GDN.
Choosing the right platform
To help you decide which type of display platform or network is best placed to support your search campaign, you can consider three factors. These are:
- Audience: Which websites do your audience use the most?
- Cost: How much will a campaign cost on this site or network? GDN and Meta campaign costs are not pre-determined and can be paused at any time. Premium website campaign costs are pre-determined and can be expensive. AdRoll, Network Buys, and Criteo costs fall somewhere between mass market platforms like Meta and GDN on the one hand and premium websites on the other.
- Format: What creative formats are required and how do they fit into your campaign plan?
Brooke Hess
Digital Marketing Strategist and VP of Paid Media (NP Digital)
Brooke Hess is a highly skilled and passionate digital marketer with an extensive background in the paid media space. While leading a team of Directors across strategy, paid social, paid search, and programmatic media, Brooke oversees paid media strategy for priority clients and develops effective strategies for new clients. Brooke is also recognized as a high achiever in providing effective educational opportunities for paid media professionals to ensure they get the most from their paid media strategies.
Neil Patel
Neil Patel is the co-founder of NP Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
