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When industry competitors" congest search engines, the GDN can be a great alternative. Here, we’ll explore why you should use Google Display Network (GDN), how GDN differs from search ads, and how you can target your GDN ads to reach the right people in the right places.

The value for GDN boils right down to reach and affordability. Prospecting, brand awareness, and remarketing can come with a hefty price tag when pursued for traditional search ads. GDN, by comparison, bypasses a lot of costly competition from other networks.

With Google"s search ads, you"re essentially throwing out a wide net, which can be largely hit-or-miss, both with whom you"re targeting and with how you"re spending.

Whether or not you should choose GDN over search ads largely depends on your marketing goals. Generally, you’ll want to use GDN when the goal is to build brand awareness in a more cost-effective way.

There’s less competition for inflated keyword bids, so you"re more likely to reach users actively searching for your products and services. Though the audience intent is not as strong, you get a much lower cost-per-click and many more impressions. There are also endless options for customizing your audience targeting.

Google"s Display Network allows you to define your audience in a way search engines can"t. Since you can target more than just keywords, you aren"t limited to the Google results page. Instead, GDN allows you to target websites by audience affinities, in-market segments, and custom intent keywords. You can even hand-pick website placements that fit your target audience.

You need a different mentality when using Google"s Display Network than when you"re using the search network and others available on Google Ads. Let"s define some use cases and expectations.

According to a study from Wordstream, the average GDN click-through- rate (CTR) was just 0.46% compared to 3.17% across search. This may seem minuscule, but it’s important to note this is because you"re targeting users that may not be familiar with your brand at all. The Google Display Network is first and foremost a tool for prospecting and brand awareness.

The standard CTR for this network is still under 0.5%. But, for targeting prospects outside of search engines and social networks, that"s still pretty good.

Marketers are hoping the prospective user will view their GDN ad along their journey to fulfilling another purpose. That makes the user intentdifferent than when an ad appears at the top of a Google results page for a high-intent search phrase. It should be no surprise that the click-through rate and conversion rate for GDN are below 1%.

Unlike with search, there is a variety of targeting options outside of keywords that span across a network of millions of websites. You can access the majority of internet users through website placements. Your number-one goal with GDN is finding the right audience size with strict targeting criteria.

Conversica utilizes the large vertical format, which takes up a lot of real estate space on a page, enough to hopefully stir any website visitors out of "banner blindness." Their strategy is not to promote their company but rather an offer: research on virtual assistants in sales.

How does it work? Simply put, Google can show your ads to users who are "likely to be interested" in specific keywords and website URLs. It may also show your ads to people who have recently searched for your suggested keywords.

It’s true that ATS have search, filter, and ranking features that recruiters can use. For example, Taleo, one of the most-used ATS in the United States, has a feature called ReqRank that automatically compares applicants’ resumes to the job description and ranks them based on match rate. In theory, tools like this would save recruiters time and help them focus on top candidates. In reality, these algorithms are unreliable and most recruiters still manually review as many resumes as they can. The idea that ATS “robots” are auto-rejecting thousands of applicants without human input is a myth. The common claim that “75% of applicants are rejected by ATS” is simply not true.