Each major search engine offers a form of a content network within its paid search interface, typically referred to as content networks, although Google just renamed their content network the Google Display Network. Within Google Ads, advertisers have two options for content network advertising:
- Pick sites. With this option, you can choose the actual sites, or in some cases, sections and pages of sites, on which you want to display your ads.
- Contextual advertising. Contextual advertising allows you to use keywords like you would in traditional paid search advertising and the search engines will display your ads next to articles, blog posts, and other Web pages that are related to those keywords.
- Interest categories. Target users who display a common interest like sports, travel, shopping, etc.
Both options are great for inexpensive brand awareness on massive scales in addition to more direct means such as lead generation. The days of buying remnant display ads not being worth it are behind us.