Display Network vs. Retargeting Advertisements

Saturday, April 16th, 2022

Retargeting is a form of online advertising that uses software to display ads matching the interests of web users based on data collected from their surfing habits. Essentially, it is a way for businesses to remind potential customers about their products after they’ve left the company’s website.

Retargeting can be done through many mediums, including video advertisements and banner ads. A user could visit an article about new cars on one site and then see car-related commercials while browsing other sites or watching videos later in the day. The retargeted ad would appear as if by magic because it was tailored specifically to those viewers who had expressed interest in cars earlier in the day. Retargeting advertisements are typically purchased via an agency rather than directly by advertisers because it requires advanced software.

An alternative to retargeting (but still an advertisement technique) is display network ads. Display networks are the counterpart of search engines like Google and Bing, but focus on specific types or groups of websites. The idea is for marketers to post advertisements on many different websites without having to use a traditional advertising agency; the network handles everything from ad placement to analytics. In this case, the advertiser purchases a particular display zone on the network’s website and advertises there according to guidelines set by the network and/or the advertiser. This method is generally less targeted than retargeting because it simply casts a wider net in hopes of catching more viewers, however, it can lead to more traffic.

1. What is retargeting
2. How does it work
3. How is it different from the Display Network?
4. Advantages and disadvantages of retargeting and display network

 

What is retargeting

Retargeting is a form of behavioral advertising that uses software to display ads matching the interests of web users based on their surfing habits. Essentially, it is a way for businesses to remind potential customers about their products after they’ve left the company’s website. Retargeting ads are displayed when these people visit other sites in the same category as the one they previously visited, through Google AdWords remarketing lists or retargeted search results.

Advertisers use retargeting because it has been shown to be one of the most effective ways to convert site visitors into customers. Customer engagement tends to drop off quickly – typically by 80% within six hours after someone leaves your site. That means you’ll only get 20% more visits by trying to engage customers with a new ad once they’ve left your site. However, retargeting ads can successfully bring potential customers back to your site. Rather than creating a new campaign from scratch every time someone visits your website, you can use existing data and create a targeted campaign that reengages these customers on retargeted sites. In addition, retargeting marketing campaigns tend to be more affordable than other digital campaigns such as search and display.

The best type of ad for a retargeting campaign is usually a display ad because there is less competition for this method than there is for search ads. If you choose to go with a Google AdWords campaign, make sure the type of campaign you choose is “Retargeting” and not “Remarketing.”

 

How does it work

Retargeting is a marketing technique used to advertise goods and services on the internet. It’s a form of behavioral advertising that uses software to display ads matching the interests of web users based on data collected from their surfing habits. Essentially, it is a way for businesses to remind potential customers about their products after they’ve left the company’s website.

It allows marketers to focus advertising efforts on visitors who are likely to make an actual purchase, while minimizing ad spend by avoiding sending ads to people who are unlikely ever to buy anything from the site.

A person can become ‘retargeted’ through cookies, which assign users with cookie IDs that store information about what they have browsed online in past visits.

If someone visits your product page but doesn’t make a purchase, they will continue to see your ad across other sites on the display network.

You can use retargeting in conjunction with the Display Network. Create ads that link back to your site, which means you’re reaching audiences who haven’t yet made it all the way to checkout.

 

How is it different from the Display Network?

The main difference is that retargeted ads are shown to users who have already visited your website or used your mobile app. They’ve indicated some level of interest in your products, making them ideal candidates for continued marketing efforts. The audiences on the Display Network are more likely to require a significant amount of nurturing before they become customers. As a result, retargeting on the Display Network is less likely to yield sales right away and is often used in conjunction with other marketing channels.

Even though the Display Network offers a larger audience for advertisers, it is not always necessary to pay more to reach these users because ads can be targeted based on what sites they have visited.

 

Advantages and disadvantages of retargeting and display network

Retargeting

Advantages:

– The cost of the advertisement is usually the same as one click on a regular display ad.

– Retargeting ads can be viewed either by people who’ve already visited your site and/or those who may be interested.

– It allows advertisers to monitor and control which ads are shown to which user.

Disadvantages:

– When retargeting is used, it’s important that you respect your users’ privacy and that you provide them with the opportunity to opt out if they wish.

– Retargeting will not work unless you have already built up a strong presence on the internet.

 

Display network

Advantages:

– Allows for reach outside of your industry and target audience.

– Saves time, effort and money by allowing to show ads based on someone’s general interests rather than targeting specific keywords.

– Ads are shown in places where users are currently spending time.

Disadvantages:

– Users will only see an ad if they’re looking for something in that particular industry.

– It can be difficult to track the success of a display network advertisement.

– It doesn’t have nearly as much control over who sees your ads compared to retargeting.

 

In summary, both methods of advertisement have their pros and cons. Display network advertisements are a great way to target people who may not be specifically looking for your products or services while retargeting is an excellent way to get in touch with people that have already visited your website and/or website category. Retargeting also allows you to be very specific with ensuring your target audience is seeing your advertisement. It’s a great way to buy web traffic from an audience that is familiar with your brand and has already been to your website. While display network advertising does have its benefits as well, it’s important to note that the effectiveness of retargeting far outweighs those of a standard display network ad. In order for retargeting ads to work best, however, there needs to already be a strong presence on the internet. Display network advertising is a great way to reach people outside of your industry and not worry about whether or not they’re in your target audience while retargeting ads can be invaluable for bringing back lost traffic. Despite having their own advantages and disadvantages, both advertisements are excellent options when it comes to gaining more customers that may have otherwise not been aware of your products or services.

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