Google Display is a highly intelligent and highly useful online advertising platform, and it’s almost impossible that you haven’t been on the receiving end of its services many times already.
It’s easiest to explain with an example. Imagine that lately you’ve started thinking about investing in a barista-style coffee machine at home. You run a quick Google search and check out a few brands, then stop looking. Then, when you check your apps, sign into your email, catch up on the news, or go practically anywhere on the web – there are ads for coffee machines everywhere.
This is no coincidence. It’s Google Display advertising, and it’s an effective way to capture audiences that are either already in the market for your products or services, or are within your target market. That’s because Google has agreements with millions of websites around the world — many of them major companies — to show users advertisements. In fact, Google Display currently reaches more than 90% of the internet. That’s a lot of internet.
As a marketer this means that you can target a particular market a number of ways, such as:
Those who have already been to your website (this is your remarketing audience)
Those who have searched for products/services in your category (this is your in-market audience)
People who have a general interest (this is your affinity audience)
Those who are in your target market
Those who have visited particular websites
Keep in mind, these ads are always visual, and they always appear on websites around the web — display ads are different to search ads, which are the ones that pop in within the actual Google search results.