Why Should We Tick Off the Display Network?

Short Answer: You should tick off the display network because it doesn’t suit businesses that aren’t focused on brand recognition. The display network places ads on various websites, such as cnn.com, but if you’re a service business, it is more effective to target people actively searching for your service rather than those just browsing online.

Full Explanation

The display network is designed to show your ads on a variety of websites across the internet, including popular sites like cnn.com. This setup is ideal for businesses looking to increase brand awareness by reaching a broad audience. However, if your business is a service provider seeking direct customer engagement, the display network may not be the best choice.

Service businesses want to connect with potential customers who are actively searching for the services they offer. In contrast, the display network targets users who may be casually browsing or reading content on unrelated websites. This difference means the display network might not deliver the most relevant traffic or leads for service businesses aiming for immediate conversions.

Step-by-Step Breakdown

Identify your business goals: Determine if your priority is brand recognition or direct service inquiries.
Understand the nature of the display network: Recognize that it places ads on a wide range of websites where users may not be actively looking for services.
Consider your target audience’s behavior: Ask if your potential customers are likely to engage more when actively searching rather than browsing random sites.
Make the decision: If your goal is to attract people searching for your specific service, tick off the display network to avoid irrelevant ad placements.

Real Examples

Imagine a plumbing service business. Showing ads on the display network means the ads might appear while someone reads news articles on cnn.com. While this reaches many people, most of them are unlikely to click because they are not currently seeking plumbing help. Instead, focusing on search networks allows the business to reach people typing in “plumber near me” or “emergency plumbing service,” which is far more efficient for generating leads.

Common Mistakes

Assuming the display network fits all business models: Not every business benefits from brand awareness campaigns, especially service-based businesses needing immediate customer actions.
Skipping targeting considerations: Enabling the display network without analyzing your audience behavior can lead to wasted ad spend.
Ignoring the intent of prospects: Display ads target browsers, but service businesses benefit more from targeting searchers with clear purchase intent.

FAQs

Q: Can service businesses benefit at all from the display network?
A: Generally, the display network is less relevant unless the business aims for broad brand recognition rather than immediate service inquiries.

Q: What should I do if I want both brand recognition and active search leads?
A: Consider separating campaigns and being selective about where display network ads run, but if your goal is direct leads, it’s best to tick off the display network.

Key Takeaways

Ticking off the display network helps service businesses avoid irrelevant ad placements.
The display network suits brand awareness but is less effective for capturing active searchers.
Service businesses should prioritize reaching users actively looking for their services.
Understanding your business goals and customer behavior is essential before enabling the display network.