Display Advertising – Google Ads

What is a display ad?

Display (Programmatic) Advertising - Google Ads
Click on “What is a display ad?” for a great source of information.

Display ads are visual advertisements you’ll find all over the internet. Google’s Display Network is made up of over two million websites and apps. This giant network spans over roughly 90% of internet users. This shows the great potential advertisers have in reaching their audience with display ads. Below you will find two examples of Google display ads.

Display (Programmatic) Advertising - Google Ads

Display (Programmatic) Advertising - Google Ads

These display ads are another form of paid search advertisement, but the difference being they include an image. Users do not have to search for these ads to find them. They are all over the internet and are meant to draw attention to a brand. You can see in the image directly above a display ad for Lowe’s. A good display advertiser will use cookies to get more information on their customer. The user in the above image is searching “How to Build a Ground Level Deck” so a relevant ad for Lowe’s pops up.

This video gives a quick summary and example of display ads.

Unlike Google search ads, display ads are not found while a customer is looking for a solution to their problem. Display ads can be found when a user is consuming content (blogs, YouTube, etc). The user is not currently looking for the solution that the ad provides, but maybe they’ll remember that ad when the time comes for a solution. If you are an advertiser looking to increase your conversions off ads, then you’d probably want to stick to search ads. Those looking to build and remind customers of their brand should invest in display ads. Customers may not click on your display ad, but it serves as a constant reminder that your company is there.

Types of Google display ads:

Different types of display ads are necessary to make your ad most appealing to customers. There are two main types:

  1. Uploaded display ads are those ads that are completely designed and managed by the marketer. Advertisers with the resources and ideas to create their ads can opt to do it themselves. Below are the sizes of ads available to advertisers:
    1. Mobile: 300×250, 320×50, 320×100, 250×250, 200×200 
    2. Desktop: 300×250, 336×280, 728×90, 300×600, 160×600, 970×90, 468×60
  2. Responsive ads give Google more control over how your ad will look. These ads will automatically adjust their appearance to fit the ad space. This takes work off the advertisers plate, and makes the ad more appealing on a variety of different devices.

The ad space for display ads is determined through the bidding system in GoogleAds. Advertisers do the same bidding on display ads that they do for search results. You may be wondering why anyone would bid on something if they are not sure it will reach their target audience. Well GoogleAds allows the advertiser to create targeting parameters for their ads. Advertisers can get very specific with who sees their ad and when they see it. This reassures advertisers that they are not wasting money on ads that will never reach their target audience. Overall, Google display ads make a great addition to a GoogleAds campaign with a goal of increasing brand awareness.

Display (Programmatic) Advertising - Google Ads

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