Google published a paper demonstrating the value that customers are getting from different forms of targeting on the GDN. The numbers (from Q4 2011) show that, on average, the click-through rate achieved across the network was 4 times higher than the DoubleClick display ads benchmark of 0.07%.
“That’s not all, our Contextual targeting delivers an average click-through rate of 0.45% – 6.4 times higher than the DoubleClick benchmark. Our customers tend to invest 40% of their Google display budgets into this form of targeting and have been able to achieve great results.
Retargeting on the GDN is also performing well for our customers, with an average cost-per-click of 38p and average cost-per-thousand impressions of 0.83p. Again, this’s a fantastic way of generating fantastic results for performance campaigns,” Google stated.
You can download the study using the link under this post or read the embedded study below: