UPDATE: We mostly bailed on the display network. We had this blog scheduled last week and it already became clear it’s not the best advertising mechanism for us. However, have no fear… We’re repurposing the ads into a much more effective Google re-marketing campaign. Future blog to come!
We sell a product that is generally needed once, twice or three to four times a year. Most of our online costumers (and likely, you) are in need of wristbands for an upcoming event. Maybe you hold this event every few months. Or once or twice a year. The point is, most of our customers are not ordering wristbands every week. And for this reason, we’ve always been hesitant about advertising on Google’s display network.
What is the Google Display Network?
If you’ve gone to a website and seen an ad on the side or top that doesn’t look entirely native to the site, then you’re likely looking at a Google display ad. Google is brokering the selling of ad space between popular, well-trafficked websites and e-commerce websites like ours. We create ads, Google puts us in touch with websites like CNN.com, and then our ad appears on their page. Every time you click it, we pay a nominal fee to Google who then shares the profits with the publisher (in this example, CNN.com).
