Get your brand in front of more prospective customers with Display Advertising. Ideal for increasing brand awareness and exposure to new users, Display Advertising allows you to focus on showing a visual ad for your product or service outside of the standard search results.
The Google Display Network targets users on over two million websites and in over 650,000 apps, so your ad can show up wherever your audience is. This means your business can target highly tailored audiences on the Google Display Network using strategic online placement. Through the use of photos, videos, logos, graphics and rich media to entice users to click and be taken to a landing page.
Bringing the ability to gain brand exposure on highly relevant, targeted and authoritative websites across the internet, Display Advertising is a low cost alternative to other forms of paid advertising as the cost per impression and cost per click are usually significantly lower than that of PPC or Google Shopping ads.
In Display Advertising, your adverts appear on targeted websites that have been chosen due to their relevance to either the subject matter, or to your target audience demographic. There are different forms of Display Advertising, but the most common form is done through the Google Display Network, which can be managed through Google Ads in the usual paid search dashboard.
With millions of websites, news pages blogs, and Google websites like Gmail and YouTube, the Google Display Network reaches 90% of internet users worldwide. With specialised options for targeting, keywords, demographics and remarketing, you can encourage customers to notice your brand, consider your products or services and then act through a tailored approach ensuring you’re always reaching the right customer with the right messaging, in the right place.
Through our continuous optimisation and measurement of results and determining which audiences are most receptive, our approach to Google’s Display Ads help you achieve your goals whether that’s increasing sales, getting more calls or increasing brand awareness.
Display Advertising Targeting Options
Contextual display advertising shows your adverts on websites within the display network which contain certain specified keywords that are defined as targets.
Defines the exact websites where your adverts will be placed for maximum control over campaigns.
Shows your adverts to users based on their online activity, such as previous browser history and recent searches.
Using the information Google has collected over time about those who use Google products and services, this targets users based on their demographics such as age, gender, interests etc.
Types of Display Advertising
Gmail Ads are interactive ads which appear in your targeted tailored audiences inbox. The ad can influence a number of behaviours dependent on your business’s goals and the ad layout. Users can play
videos, fill in a form, click to go to your website or (when they’re on mobile) click to call or to go to an app marketplace.
Because YouTube is included on the Display Network, you can use AdWords to place your ads next to YouTube videos. These image ads accompany videos on YouTube and appear either as a video overlay or a standard display ad to the right of relevant video ads, allowing users to click to your landing pages.
Often referred to as standard display ads, these appear in many formats and sizes across the Display Network.These ads let you include relevant images, customised layouts and background colours, to reach your target audience.
Much like the Search Network, text ads are also eligible to show on the Google Display Network, this type of ad includes a headline, two lines of text and a URL. This allows advertisers to create a tailored message to users and also combine targeting with the Search Network influencing brand awareness.
Display Advertising Formats
The following formats can be used in display advertising, and the one you choose to use will depend on your campaign objectives, where you’re targeting users in terms of your conversion funnel, and the assets that you have available.
- Static display banners – usually a designed image and a call to action
- GIFs, or moving images – a series of different images designed to show as a motion sequence
- Video adverts – promotional video content, usually cut down into different advert durations