Isuru's perspective about Digital Marketing: How FMCG Brands can reach to the right target markets using Google Display Network

This week my blog post is about How FMCG Brands can reach to the right target markets using Google Display Network?it is very important topic in now a days because most of the consumers and businesses are more engaged in online.

Basically Google Display Network provides opportunity for paid search advertising and display media advertising.So these two mediums can be used by FMCG Brands to do the advertising.The main difference between these two mediums is cost structure.Display media is usually bought on a cost-per-thousand(CPM) basis,meaning the advertiser pays each time 1000 impressions are served.Thus,each advertiser's display media impression must be valuable placement.In Cost Per Click advertising the advertiser only pays when their ad is clicked on.

Now a days targeting is critical for FMCG Brands to reach the right audience at the right time in digital advertising,the implications of highly specific targeting are usually more essential for display media to ensure that impressions are not lost on an extraneous audience. However, all targeting options in the GDN are available for purchase on a CPM or CPC basis for both text and display ads,depending on the advertiser's goals.

The FMCG Brands can do different types of targeting using Google Display Network and they are as follows;

Contextual Targeting-Selecting specific keywords and/or topics where the advertiser would like an ad to appear.Contextual targeting is done on the page level,not the site level for maximum relevancy.

Keyword Contextual Targeting-FMCG Brands can select certain keywords that are relevant to them,and bid to appear alongside this content.This ad may appear on any site across the GDN where there are those keywords on the page.The scale of this method of advertising could be very large,depending on the keywords that are being targeted.It is usually recommended to layer this type of targeting with another method to increase relevancy and minimize waste.

Topic Contextual Targeting-They can select certain topics that are relevant to them,and bid for their ad to appear on pages of these sites.This ad may appear on sites across the GDN that are categorized under that topic.This method is very broad-reaching as well,and is usually recommended in combination with another targeting method for an advertiser interested in reaching a specific audience.

Placement Targeting-Under this targeting they can select certain sites and/or sections of sites that are relevant to them,and bid for their ad to appear on pages of these sites.These sites can be selected by the advertiser using Google Tools such as Ad Planner,which uses Neilson data to index sites in the GDN based on:

Demographics(Household Income,Age,Gender,Education)
Online Activity(Other sites Your Audience Visits,Keywords Your Audience searches For)
Interest Categories(Foods and beverages,women's interests.

Behavior Targeting-They can select certain topics that are relevant to them,and bid for their ad to appear across the GDN to users who match those interests.This method can be used to reach a large audience as well as a more targeted,niche audience.A user's interests are either declared interests(through the Ad Preferences Manager),or are inferred based on their browsing behavior,specifically their recent and frequent site visits.This method of targeting is usually used for broad-reaching awareness campaigns or advertisers that seek site visitors that abandoned part of an intent funnel.

Inferred Demographic Targeting- This can be done using the registration information of you tube and other undisclosed sites in the internet.This helps to target the specific audience that advertisers want to target.

Below is an example of an how FMCG Brands can use a Google tool,Ad Preferences Manager,to target select audiences.