Display Advertising


Display advertising is a type of Google advertising campaign that reaches a specific audience. Sometimes it is also called banner advertising. Its main difference from advertising on the search network lies in the main goals of display network campaigns, which include attracting new users who are not yet familiar with your products, services or store, increasing brand awareness, returning previous visitors to the website, etc. Search network audiences already have formed a demand for specific products, while target display ads are aimed at people who don’t think about buying the promoted product or don’t even know it exists. Thus, banner advertising on the Internet allows you to create user demand and turn a “cold” audience into a “warm” one.

Display Campaigns: Types

All digital banner ads are placed on the Google Display Network (GDN). It includes more than 2 million websites, and each of them can become a platform for posting your message. In total, there are three types of campaigns in the Display Network:

  • standard;
  • smart;
  • Gmail advertising.

Let’s consider each of them in more detail.

Display Advertising

Standard display campaign

Standard targeted display ads allow you to set targeting based on the audience your ad will be shown to and the platform on which it will be placed. The audience can be selected based on precise demographics, interests and habits, purchase intentions, etc.

Specific partner sites or certain parameters are indicated as a platform for displaying ads, according to which a platform for placement is selected: keywords and phrases, the subject of the resource, etc. All settings for display advertising on the site are entered manually.

Smart advertising in the Display Network

The difference between a smart campaign and a standard one is the complete automation of the setup process. All targeting parameters – audiences, placement sites – are configured automatically. You just add the elements you need, and the system then uses them to create ads, selecting the best combination of the elements you provide, and also adapts their size and type to display in any standard advertising space.

Gmail advertising

Display advertising on Gmail is placed above the list of messages in the account. The ad is available in a collapsed form, and when the user clicks on it, it expands to the size of the letter. Such digital media advertising in the Display Network allows you to attract additional traffic to the site, but it requires very careful settings.

Types of display advertisements in Google Ads

Paid media marketing in Google Display Ads includes 2 types of ads:

  • graphic;
  • adaptive.

Graphic ads are images in the jpg or png format, gif animation, and HTML5 format. The size of the uploaded image should be no more than 150 KB. Ready–made ads will look exactly as the advertiser designs them.

The peculiarity of adaptive ads that differs them from the previous type is that they are created automatically from pre–prepared elements. They adapt to the ad spaces of the advertise media platforms they will be placed on. This type of ad is usually used by default.

Advantages of display advertising for companies

Google display ad targeting allows you to attract new customers for your business or return previous users to the website. Beside that, with its help, you can notify the target audience about your promotions, bonus offers, discounts on goods or services. This is the case when paying for the services of professional advertising media agencies will bring you benefits which will significantly exceed the expenses.

The PPC specialists of our display advertising agency have already set up and launched hundreds of advertising campaigns, which have allowed clients to increase their profits, expand their business, and turn a “cold” audience into a “hot” one. Choose the appropriate package of services for promotion, fill out the brief, and we will contact you to clarify the details.