¿The Display is useless? If you know, yes.

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SEM · 01 / 04 / 2015

This is an opinion that many of us have encountered, to the point that it has become a type of truth never questioned. To dismantle it quickly I would like to point out that it is still the way that most online content creators earn their living.

I’ll explain. It is not that you can not waste money using the Display, yes, you can. But if you move so much traffic, something good must have! So the question is what segments and campaign structures allow us to monetize this type of investment in Adwords?

Comments on when to use the AdWords GDN Display Network and how to make it contribute leads at a price you will not be able to get on any other channel

In this post I will review the types of segmentation that Google offers and how we use them in Digital Menta to access your ideal audience. Because although the Display has its limitations, it also provides promotion possibilities other than any other channel.

Interested in using the AdWords Display Network (GDN) in our Digital strategy when:

  • We do not know our audience and we want to create a fan base receptive to our content.
  • When our potential clients do not know our product or service, especially if it is too novel or there are no known terms to describe it.
  • When we have a very conservative niche audience, as in the B2B sectors that, although they use the online media, do not deviate from their preferred route.
  • When we need incremental sales, as we appear in all relevant Facebook groups and we have no more interesting Google searches.
  • When we want to increase the knowledge of our brand but, at the same time, avail ourselves of data to verify its increase, to know who sees us and when, and to increase the volume of traffic in our web page and searches on us.

Once we see that we are in one of these situations, it is about determining which segments to use to address that interested audience. The specific formula we use is a recipe “made in Digital Menta “, but in general I would like to share with you the options that we have.

The segmentation options available in the Display network are:

  • Interests:

This segment refers to the person who will see the ad, so I may be trying to teach an ad to a ‘ football fan ‘ But appear on a news stand. The important thing here is who sees the ad, not where. These profiles are created by Google analyzing the behavior of all users who have their cookies combined with the content of the media (Web pages) they have visited and thus define each user with their ‘ interests ‘ characteristic.

Related audiences

This is a sub-segment of interest and refers to users who have shown interest in a social, cultural, leisure or knowledge subject but which is not directly or immediately related to an economic interaction situation. In general, they are profiles that include experts, fans, stakeholders and people with hobbies because of their interest in specific news, content or online communities.

Audiences in the market

This subsegment refers to people who have visited websites belonging to physical companies and online businesses in any sector. For example, if you have recently visited travel agency websites you will be “interested in international tourism”. This is the interest that should be configured when we want to work Display campaigns focused solely on sales (and not branding or reporting).

  • Topics:

This segment allows you to teach ads on specific thematicwebsites. Google uses an internal technology, probably based on the most common keywords in the articles of a Web, to segment all the supports according to the content that they usually have. When we apply this segment we are indicating to the system that we want to appear in this type of media, regardless of who is reading the page.

  • Demographic data:

Google extrapolates and assigns age and sex profiles to the vast majority of Internet users depending on the behavior they exhibit on the Internet and of similar users who are ‘ Logineados ‘ and have offered their personal data. This segment is the least accurate of all and contains the option “Unknown” for that reason.

  • Specific locations:

The network of Media of Google (Google Display Network or GDN) includes + 90% of all the supports of Spain. Thanks to the high segmentation flexibility provided by Google, it is possible to show ads to a list of web pages that we would like to leave, either to test branding controlled or because we know that there are our potential customers.

  • Remarketing lists:

Google probably offers today the tool of Remarketing More flexible, granular and transparent so, apart from being able to create any list (called Public AdWords) of visitors to our website, we can use it in any Display campaign (and also search) that we want. Apart from these listings, when they have enough traffic, Google automatically creates a public called “Similar to…”, which are users who do not know you but have a Similar behavior to those who have visited you.

And here you have it, these are the different options that we can use to find our ideal audience on the Internet. Apart from knowing what each one does, the key is to know how to combine them.

Finally, I will say that in a direct comparison with SEM campaigns The Display seems to be much worse in terms of results and interaction rates, but with good segmentation, adequate optimization knowledge, and The lower CPCs, is more than Possible to mount a good Display campaign.


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