Google is synonymous with search, but there are many different ad types available to Google advertisers that don’t require keyword targeting at all.
In fact, Google Ads can be a particularly powerful tool for marketers who want to test different digital ad types without the complexity of managing multiple publishers. While Google isn’t quite a one-stop-shop for all digital advertising, it comes close.
So, if you want to expand your digital advertising strategy beyond keyword targeting, but aren’t ready to venture beyond Google, here are some tactics you can test from within your Google Ads account.
Google’s display network (GDN) is comprised of over two million websites and reaches 90% of global internet users. Display ads come in a variety of flavors, but for the purpose of categorization, when I refer to display ads, I mean banners and text ads (as opposed to video ads) which run on websites such as blogs, YouTube and within apps.