Many marketers have experimented with expanding from exclusively search engine marketing (SEM) to display through the ease of adding the Google Display Network to their media mix. While (GDN) offers a wide range of benefits, it’s important to understand the limitations it poses compared to programmatic ad buys. There is no doubt that each digital advertising platform has its merits, so we will use this post to explore why using GDN may limit your exposure and how programmatic advertising can offer a broader reach for your campaigns.
Inventory
First on the docket is limited inventory. GDN provides access to a significant number of websites and apps, but it represents just a fraction of the entire digital advertising landscape. By relying solely on Google’s network, you are missing out on potential audiences and fail to tap into niche platforms or emerging ad networks that align perfectly with your target market.
Targeting
Google’s platform has some targeting options, but it suffers from restricted targeting capabilities. GDN allows advertisers to target audiences based on demographics, interests, and topics. However, programmatic ad buys offer more advanced targeting options. Programmatic advertising leverages data-driven insights and algorithms to pinpoint audiences based on intricate criteria, including behavioral patterns, purchase history, location, and real-time intent signals. This precision targeting ensures that your ads are seen by the most relevant prospects, maximizing your campaign’s impact.
Transparency and Control
As we have discussed in our blogs on ad fraud and white/blacklisting, transparency and control may be instrumental in your digital media strategy. When using GDN, you have limited visibility into where your ads are displayed. Although you can select specific websites or categories, the lack of transparency may lead to concerns about ad placement and ad fraud. On the other hand, programmatic advertising provides greater transparency, enabling advertisers to choose specific ad exchanges, ad networks, and publishers, ensuring brand safety and maintaining control over ad placements.
Optimization
No digital ad campaign would be complete without some sort of optimization strategy. Programmatic ad buys leverage real-time bidding and advanced algorithms to optimize campaign performance automatically. Through programmatic platforms, you can allocate budgets based on performance data, adjust bids in real-time, and optimize campaigns across multiple channels and
devices. GDN, while offering some optimization features, may not provide the same level of granular control and real-time adjustments as programmatic advertising.
Scalability
When it comes to scalability, larger advertisers have a wider set of options with programmatic. As your advertising needs grow, programmatic advertising allows for seamless scalability. Programmatic demand-side platforms
(DSPs) can handle large-scale campaigns, reaching millions of impressions across various ad exchanges, networks, and channels (i.e., uniform approach across display, native, and CTV). On the other hand, GDN’s inventory and reach may have limitations when it comes to expanding your advertising efforts.
Conclusion
While the Google Display Network offers a substantial reach and a user-friendly interface, it’s crucial to recognize its limitations in
terms of inventory, targeting capabilities, transparency, control, optimization, and scalability. Embracing programmatic advertising empowers businesses to leverage advanced targeting, real-time optimization, and access to a broader digital ad landscape. By embracing programmatic ad buys, you can expand your exposure, increase the precision of your targeting, and achieve better overall campaign performance.