There are a lot of questions and misconceptions when it comes to how the Google Display Network affects how your ads rank in search results. To help clear things up, let’s discuss what Google Display Advertising in New Zealand is and whether it impacts SEO.
What is the Google Display Network?
The Google Display Network (GDN) is a collection of websites that show ads from Google’s AdWords advertiser’s display network. The GDN is the largest display ad network globally, with over two million websites participating. Through this network, advertisers can place banner ads on web pages that allow them to reach specific audiences by targeting specific keywords, demographics, interests, topics for placements. Google Display Network is built into the AdWords platform by Google. It allows users to display ads on over two million websites across more than 650,000 apps. Those ads are served when people log into Gmail, YouTube or another website in the Google Display Network.
The best way to think of the Google Display Network is as an extremely sophisticated ad targeting tool that allows you to laser-target your audience with your ads. For example:
You could target ads to only appear on Los Angeles-based websites if you want to target people in that city with your quality content. Or you could show ads only when someone searches for a certain keyword phrase on YouTube (if you’re trying to get more views for your videos).
Your Quality Score plays an important role in your cost per click and ad rank, which may lower your overall AdWords cost. You can also optimize your landing pages to increase the visibility of your ads and improve the relevance of your ads and keywords. The more relevant and useful the content of your landing page is for users, the better your Quality Score will be.
Does the GDN Affect Organic Rankings?
It’s important first to understand that there are two types of search marketing: paid and organic. Organic search is unpaid, while paid search includes PPC (pay-per-click) and CPC (cost-per-click). Paid search campaigns are run through AdWords, which includes the GDN. The GDN has no impact on organic traffic or rankings.
Google uses your keywords from your campaigns to understand what kind of content you want to show in front of users. When they look for something related to your niche, they can see your ads across various websites.
If people click on your ad and visit your site, that tells Google that you have good information. Since people find it relevant, it increases the chances of ranking higher in search results for similar keywords. This way, both GDN and SEO service together to increase website traffic and conversion rates.
When running a Google Display Network campaign, there’s no way to avoid the question: Does Google Display Network Affect SEO?
It’s a fair question. After all, when you’re trying to improve SEO, you don’t want to do anything that can hurt it.
But any time Google is involved, there’s bound to be some confusion and misinformation. Here’s what you need to know about the relationship between Google Ads and SEO to clear up the confusion.
Does the Google Display Network Affect SEO?
In short: no. However, there are ways in which they work together to benefit your business. Unlike paid search ads that appear at the top of the search engine results page (SERP) or the bottom as a “Sponsored” result, display ads don’t immediately affect your organic rankings or visibility. But they will indirectly help your SEO efforts and overall digital marketing strategy.
Display Ads Build a Brand Presence
Your brand needs to be visible for it to remain memorable. With a strong display campaign in place, you’re ensuring that people keep seeing your ads as they browse around online. It’s an opportunity to build brand awareness and reach out to new potential customers who might not even know they need what you’re offering yet. So when they do finally decide they need it, your brand is there in their mind as a first option.
The Display Network can be a powerful way to get in front of your target audience at scale. But it can also affect your SEO if advertisers aren’t careful. Here are five ways that could happen:
- Inadvertent Paid Links
- Ad Content Showing Up As Text On Web Pages
- Ads Are Potentially Rankable Entities
- Scheduled Ads May Be Indexed While Running
- Mistaken DMCA Take-Down Requests
This is probably one of the most obvious benefits of display advertising: you get more traffic to your site. The more people who click on your ads, the more organic traffic you should see coming in from search engines — especially if those ad clicks are converting into sales or valuable user actions.
Source@techsaa: Read more at: Technology Week Blog