The Google Display Network (GDN) has been poo-poohed by some digital marketers because it’s not as effective at direct response as its AdWords cousin, paid search, and it doesn’t feature the targeting or programmatic buying capabilities of brand-awareness platforms like Facebook or DSPs.
So, should you ignore the GDN? Emphatically: no. If you haven’t had success with the GDN in the past, it might have less to do with the platform and more to do with some campaign-management mistakes. With that in mind, let’s review 5 GDN best practices that can put you on the path to ROI-positive success.