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Why Spreading the Love in Online Advertising is a Must

What’s more, it may not require an increase in budget

Google’s search network still dominates the pay-per-click (PPC) advertising landscape and there’s good reason for it. The channel continues to provide a lift for several key performance indicators including brand recall, direct site and post-impression visits, content engagement, and overall sales. However, there are many other options that should be explored and leveraged based on the goals of a given campaign.

Google’s Lesser Used Offerings
Google Display Network: Think display advertising is just for brand marketers? Think again. A study conducted by Google found that 51.6 percent of advertisers had an average display network cost per action (CPA) equal to or better than their search network. Google Display Network (GDN) serves over 6 billion impressions across hundreds of thousands of publisher websites. While some of these sites aren’t high quality, advertisers have a fair amount of control over where ads are served, with a myriad of targeting options. Best of all, GDN uses a PPC model, so you aren’t stuck paying for wasted impressions like you might on a cost per thousand (CPM) ad network.

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