ABA Banking Journal
No Result
View All Result
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive
SUBSCRIBE
ABA Banking Journal
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive
No Result
View All Result
No Result
View All Result
ADVERTISEMENT
Home Retail and Marketing

Benefits of the Google Display Network

February 5, 2018
Reading Time: 3 mins read

By Gregory Keegan

What is display advertising?

You’ve seen examples of it thousands of times. Display advertising is simply the broad term that covers online advertising that uses images, graphics, and other visuals to convey a message on a website or mobile app. (Search advertising, on the other hand, refers to the online ads that show up on your search results.) The main purpose of display advertising is to achieve online exposure for the advertiser across the web—and to build brand awareness.

You can buy display placements directly with third party sites (e.g., local newspaper websites) or through a network, such as the Google Display Network.

What is the Google Display Network?

If you’ve never heard of it, it’s high time for a quick-and-dirty primer. The Google Display Network is an enormous network of sites across the internet—reaching over 90% of internet users and spanning over two million websites. That’s a lot of exposure. Through specific targeting methods, however, it can actually be quite simple to find the consumers who are interested in your product or service.  That combination of broad scope and targeted exposure is what gives this form of advertising its potential to reach a large number of the right consumers at a lesser cost than some other forms of advertising.

How does display advertising work?

Through the Google Display Network, you have access to various targeting methods. The three you need to know are: keyword targeting, placement targeting, and interest targeting. All three of these methods are effective for reaching the most relevant consumers, which leads to increased brand awareness and exposure.

  • Keyword targeting is a method that utilizes keywords, similar to Google’s Search Network, to show your ads on relevant sites. Google finds sites that have similar content to the chosen keywords on which to display your ads. This takes the guesswork out of trying to determine the sites you want your ad to display.
  • Placement targeting allows you to choose specific websites for your ads to appear on. When you are launching your campaign, you will create a list of the sites you would like to utilize, which would likely change based on the product or service being promoted. For example, a home equity campaign may include HGTV.com or DIY.com as placements. This allows you to target high traffic websites that are relevant to your potential customers.
  • Interest targeting is a way to display your ads to users based on their interests. With this type of targeting, Google displays your ads to users who have interest in a certain product based on their browsing history and online behavior, including actively searching for the product being advertised. This targeting method can be very effective for banks by allowing them to target audiences such as “avid investors” if you are advertising investment services, or even “auto enthusiasts” if you are promoting an auto loan special. Interests used can be as broad as “financial services” or as in-depth as “30 year mortgages,” allowing for a great deal of range and value.

Why should your bank take advantage of the Google Display Network?

Display advertising is a cost-effective alternative to traditional marketing channels such as print or billboard advertising, and it affords marketers an abundance of flexibility. Display ad campaigns can run for as long or as short a duration as needed. And banks can further utilize display ads to reach more specific audiences than many traditional marketing channels offer.

Display ads can be thought of as the “newspaper advertising of the internet,” but with far greater and more targeted reach—and more in-depth targeting options. This type of advertising is beneficial in creating brand awareness and frequency of message to consumers. Exposing potential consumers to your bank early in the buying process will help drive more business and put your financial institution on the minds of consumers.

Gregory Keegan is a Digital Media Coordinator at Pannos Marketing based in Bedford, NH. Pannos Marketing is an award winning, full service communications firm specializing in strategic marketing, branding, digital marketing, social media, e-commerce and website solutions for financial institutions. Email:[email protected]. LinkedIn.

ADVERTISEMENT
Tags: Google Display Network
ShareTweetPin

Related Posts

Is deepfake technology shifting the gold standard of authentication?

Will fraud prevention ever be autonomous?

Technology
June 17, 2025

Anti-fraud systems are learning to anticipate fraud rather than merely react to it. Better anticipatory abilities inch systems closer to full automation.

Podcast: Old National’s Jim Ryan on the things that really matter

Podcast: Old National’s Jim Ryan on the things that really matter

ABA Banking Journal Podcast
June 12, 2025

Jim Ryan has led Old National Bank to 250% asset growth. On the podcast, the ABA American Bankers Council chair discusses the bank's growing profile and footprint, his views on deposit insurance reform and the experience of leading...

Bank community engagement: Yes, you can help bank veterans

Bank community engagement: Yes, you can help bank veterans

Retail and Marketing
June 9, 2025

AMBA partners with the ABA Foundation to recruit banks to provide our nation’s veterans access to safe, reliable and flexible financial products and services.

FHFA finalizes strategic plan for 2022-2026

Marketing Money Podcast: Why leadership matters more than likes

Retail and Marketing
June 6, 2025

For bank marketers, the value of being strategic is great.

Looking for trouble?

Podcast: What bankers need to know about ‘First Amendment audits’

ABA Banking Journal Podcast
June 5, 2025

"First Amendment auditors" have long tried to provoke public officials into stopping them from recording in public settings. Now, some auditors are targeting banks.

ABA: Proposed quality control rule for AVMs would overburden banks

Bank survey: Uncertainty weighing on prospective homebuyers

Community Banking
June 4, 2025

Roughly 60% of current homeowners and prospective homebuyers are uncertain whether now is a good time to buy a home, up from 48% two years ago, according to a recent survey by Bank of America.

NEWSBYTES

ABA DataBank: Planned/announced office conversions spike

June 20, 2025

OCC releases mortgage performance report for Q1 2025

June 20, 2025

Justice Department seizes millions of dollars linked to alleged crypto investment scams

June 20, 2025

SPONSORED CONTENT

AI Compliance and Regulation: What Financial Institutions Need to Know

Unlocking Deposit Growth: How Financial Institutions Can Activate Data for Precision Cross-Sell

June 1, 2025
Choosing the Right Account Opening Platform: 10 Key Considerations for Long-Term Success

Choosing the Right Account Opening Platform: 10 Key Considerations for Long-Term Success

April 25, 2025
Outsourcing: Getting to Go/No-Go

Outsourcing: Getting to Go/No-Go

April 5, 2025
Six Payments Trends Driving the Future of Transactions

Six Payments Trends Driving the Future of Transactions

March 15, 2025

PODCASTS

Podcast: Staying close to clients amid tariff-driven volatility

June 18, 2025

Podcast: Old National’s Jim Ryan on the things that really matter

June 12, 2025

Podcast: What bankers need to know about ‘First Amendment audits’

June 5, 2025
ADVERTISEMENT

American Bankers Association
1333 New Hampshire Ave NW
Washington, DC 20036
1-800-BANKERS (800-226-5377)
www.aba.com
About ABA
Privacy Policy
Contact ABA

ABA Banking Journal
About ABA Banking Journal
Media Kit
Advertising
Subscribe

© 2025 American Bankers Association. All rights reserved.

No Result
View All Result
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive

© 2025 American Bankers Association. All rights reserved.