Display advertising is a visual-heavy ad medium that is typically used for retargeting and brand awareness. A large amount of impressions are available across a wide range of websites.
Display advertising tips
General
- Use ad retargeting to bring back non-converting (or less frequently returning) visitors – use creative and landers specific to what they showed interest in or came looking for
- Ensure banner creative and landing page are relatable/matching/relevant/etc.
- Include a call to action on banner creative (and landing pages)
- Attempt to determine non-click visits/conversions/etc. – view through metrics
- Continually test multiple creatives, observing cost/conversion
Google Ads display
- Test various options: affinity groupings, keyword targeting, placement targeting, demographic targeting, searched-for, viewed-sites-like, etc. – and considering layering these to refine traffic
- Ensure location targeting is correct (e.g. people in the actual area vs those who are interested in the area)
- Exclude app traffic (in most cases)
- Utilize site category blocks (possibly: in-video, in-game, racier content, mobile apps, etc.)
- Dig deeper into traffic reports and remove under-performing ad creatives, demographics, placements, keywords, devices, etc. — continually tweak to get to a desired CPA
- If appropriate, create an ongoing list of converters (via Google Analytics) and exclude them from future ad impressions
Display advertising resources
General resources
- Google Ads Transparency Center – view display ads currently running by advertiser
Self-serve display ad networks
- Google Ads – display and video ad placements across the web, including Google properties