To begin with the topic of how to reach the target
market using the display network lets see what "google display
network" really mean.
This
was previously known as the Google content network which includes a collection
of websites that have partnered with Google (display partners), You tube and
specific google properties that display Adwords ads. These ads, which can
be in text , image, video, or rich media format, can be targeted automatically
based on themes in your keyword list, manually, or based on specific audience
you want to reach.
source-http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=117120
Google Display Network let FMCG
companies to do things differently.
These can be stated as the reasons for FMCG companies to use the Google Display
Network as well.
Place advertisements in
appropriate websites – In relevancy of the product
and its target audience the company can select the website and place the
advertisement . For example a brand like Dove which targets on the real beauty
of women can place their ads on the sites that working women and girls (or
anyone in their target audience) visits. Through this the company can reduce
the cost they get by placing advertisements in every possible website.
Create all types of
advertisements- These advertisements may be in
the form of text, banners, videos or images. For FMCG companies, this provides
a benefit since now they can place videos and banners at a relatively lesser
cost and increase the exposure too.
Exhibit to the people
who are highly interested – Since the target
audience can be selected and targeted, unwanted and uninterested people can be
eliminated. And based on the search results, the correct target audience can be
targeted.
Use of budgets effectively–Budgets
can be used more effectively and the maximum benefit can be derived as the
unwanted exposures can be eliminated.
Hence it is beneficial for a
FMCG company to use Google Display Network to reach their target audience.
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