Display advertising reaches people while they browse, through networks such as the Google Display Network. It suits awareness and retargeting more than direct response, because viewers are not actively searching.
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Where it fits
Use display to remind site visitors, reach lookalike audiences or build awareness around launches. Expect lower click rates than search and judge it by assisted conversions as well as direct ones.
Set sensible limits
Use placement exclusions to avoid low-quality sites and apply frequency caps so the same people don't see your ad too often.
Common mistakes
Judging it on last-click conversions
Display often influences without getting the final click.
Frequently Asked Questions
It can support retargeting and account-based campaigns. Test small before scaling.
Keep reading
- Retargeting: Retargeting shows ads to people who have already visited your site, used your product or engaged with your content, to bring them back to convert.
- Frequency Cap: A frequency cap limits how many times one person sees your ads in a set period, to control fatigue, annoyance and wasted impressions.
- Lookalike Audiences: Lookalike audiences are ad audiences a platform builds by finding people who resemble a seed list you provide, such as your customers or best leads.
- Cost Per Mille: Cost per mille, or CPM, is the price of one thousand ad impressions. It is the standard pricing and comparison unit for display, video and social ads.
- Ad Assets: Ad assets, formerly called ad extensions, add extra links, text, images or contact options to search ads, making them larger and more useful.
- Ad extensions: Ad extensions, now called assets in Google Ads, add extra information to a search ad such as links, calls and callouts.
- Ad group: An ad group is a set of ads and keywords inside a campaign that share a theme and a landing page.
- Ad scheduling: Ad scheduling controls the days and hours your ads run, or adjusts bids for certain times.
