Google Display Network – Key to Generating More Traffic

When you set out to window shop online, you drop items into a cart on a website. But this search is not always converted to a purchase. Although your search ends, you continue to find ads related to the items you left behind or looked at while browsing online elsewhere. This is a website’s way of retargeting customers through Google who may be interested in its products and service offerings and it happens through the Google Display Network ads.

Unlike the traditional Google search ads that appear only in search engine results, Google display ads are shown to users across 200 million websites, applications, and videos. Google Display Network enables you to set when and where your ad is shown, and to which target audience it caters, depending on specific criteria.

The sense of concord between Google and millions of websites and applications allows these sites to earn revenue by advertising on Google, helping them generate more traffic.

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Importance of Google Display

Google ads chart out and optimise a customer’s journey, generating leads and conversions. The internet is the go-to platform for information. Businesses can leverage this and benefit through display ads to reach a larger audience. Once the company sets a monthly ad campaign, it can limit its ad-spend budget that Google will follow, and can choose its potential customer base, locally or globally. Google display ads as a digital marketing tool are an effective way for businesses to get meaningful messages across and get recognised, with measurable results in the form of website clicks. Since you and your competitors are appealing to the same prospects, Google ads’ powerful visual imagery can help you distinguish your brand.

Google Search Ads versus Google Display Ads – Know the difference

Search ads pop up the moment potential customers start navigating a business’s offerings, products, and services on Google. Display ads show up when people visit a particular website across the Google Display Network.

When running Display ads, you might not immediately reach those who are actively searching for what you offer. However, they serve as an introduction to your business by catering to a specific target audience who is most likely to be interested in your products or services. This may help you tap into a larger or completely new audience than through a simple search.

Google display ads can appear above, below, or beside search results on Google Play, Google Maps, or the shopping tab.
Make the most out of your Google display ad spending by setting a target audience to yield clicks and conversions. Google display ad targeting falls under two broad categories:
  • Contextual targeting: Serve your ads on sites that fall under specific topics or keywords to understand customer behaviour. People who search for a long string of specific keywords have an intent and Google ads can help you advertise to this cohort.
  • People targeting: Target audience based on their online activities, search history, interests and purchase behaviours, and according to their demographic (age, gender, location, parental status, etc.)
There are main two kinds of Google display ads, namely uploaded and responsive.
  • Uploaded display ads: If you have the design resources and means to create your own display ads from scratch, then take this route. Google display ads support JPG, PNG, and GIF formats. Ensure that your ads fulfil the size specification for the placement. It is always safe to upload different-sized versions of the ads to optimise ad exposure. If you decide to choose this option, you will be required to produce ads in various shapes and sizes, including:
    • Half-page or Large Skyscraper Ad: 300 x 600 pixels
    • Medium Rectangle Ad: 300 x 250 pixels
    • Large Mobile Banner: 320 x 100 pixels
    • Leaderboard Ad: 728 x 90 pixels
  • Responsive display ads: This is Google’s default ad type for display campaigns. All you are required to do is provide your visual assets (logo, images, and videos) along with some basic ad copy. Google will task itself with trying different combinations to determine which version performs well. Responsive display ads automatically adjust in size to meet the placement requirements of specific web pages.
Here is a guide on how you can get started with Google display ads:
  • Go to your Google Ads account.
  • Click the plus button to create a ‘New Campaign’.
  • Choose your campaign goal among the options given under ‘Goals’.
  • Select display as the campaign type.
  • Name your campaign and specify language, location, budget, and bidding.
  • Create your targeting parameters. To ensure optimal targeting, choose the “Automated” option so that Google’s own machine learning algorithm can help you garner the highest reach. You can also set targeting to ‘Manual’ to choose audience groups in the ‘Audience segments’ module. The tracking from your global site tag helps Google identify the best audience segments to choose from. Once you are done with the process, click ‘Done’. You can also incorporate ‘Targeting expansion’to add other high-performing audience segments for your ads.
  • Then create your ‘Display Ads’.
Here is a guide on how you can get started with Google display ads: Now that you have all the information you need to run a successful display ad campaign, you can get in touch with us to climb the ladder of success and skyrocket your business to unparalleled growth. For more information, visit our website here.

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