Display advertising: an opportunity for SMEs

What exactly is display advertising? What are some of the benefits of display advertising? How do I launch a Google Ads display campaign? The solutions are provided in this article.

Google Ads provides two types of ad services: one on the Display network and one on the Search network. While ads on the search network appear on the pages of Google search results, display ads appear on the pages of websites in a variety of formats (Google partner sites). Let’s look at the latter in more detail.

What is display advertising?

Display advertising is a type of paid advertising that appears on websites or mobile applications (Google partners). Display ads are strategically placed on a website, such as at the top, middle, bottom, or sides.

Their primary goal is to raise awareness of your brand, products, or services by increasing your online visibility.

Display advertising is highly visual and draws the Internet user’s attention. It targets Internet users with relevant keywords, specific themes, or based on the audience’s interests. Display ads can also be shown on thematic sites or specific pages based on the product or service you provide. Various targeting options are available.

According to statistics, 80% of internet users visit the Google display network’s partner sites. The display network has 2 million sites and can be accessed in 100 countries and 30 languages. Advertisers can target a large number of prospects and customers as a result of this.


What are the advantages of display advertising?

Visually appealing advertisements

The main benefit of display ads is their appealing format. With a display ad, you can choose from a variety of graphic options such as image, gif, video, and so on. Display ads can easily capture the attention of Internet users in this manner.

Prospective ad targeting

Display ads provide a variety of targeting options. Advertisers can target prospects who are most interested in their products or services by selecting the sites where display ads will appear, as well as the localities and demographic parameters. However, it is also possible to select Internet users’ interests or specific web pages.


Display advertising also includes a remarketing option. Remember that remarketing entails sending advertisements to people who have previously visited the advertiser’s website. As a result, your ads will be shown to people who have previously expressed interest in your services at least once.

Increasing visibility

The display network is an excellent way to increase a company’s visibility. The advertisements will appear on a large network of websites. It is possible to select sites with similar themes that typically have a high volume of traffic. As a result of the display ads, Internet users can learn about the website.

Brand recognition

Display ads, because of their visual format, can directly increase brand awareness among Internet users. Indeed, even if the user must click on search ads to learn more about the brand, the display network allows the distribution of images, videos, or gifs with the brand’s logo. As the saying goes, a picture is worth a thousand words! This image will be permanently imprinted in the user’s memory.

Reliable information

Google Ads and Google Analytics aren’t the only tools that can provide accurate campaign data. The display network can also provide data on campaign performance, the relevance of the targeted audiences, the websites where the ads were displayed, and so on. With this information, the advertiser will be able to track its investment and, if necessary, revise its budget.

How to start a Google Ads display advertising campaign?

To begin a display campaign on Google Ads, sign in to your Google Ads account.

How to define your marketing goal?

After deciding on a display campaign, you should define your marketing goal. Google provides three marketing goals for this purpose:

  • Select “Build awareness” as your marketing objective if you want to make people aware of your products, services, or brand.
  • Create interest: the “Create interest” campaign seeks to influence users who are looking for services similar to those you provide. 
  • Call to action: when you use “call to action” as a marketing objective, prospects will be prompted to buy the product, use the services, or take the desired action.

The Google Ads assistant will recommend different ad configurations based on your marketing goals. A “Build awareness” campaign, for example, will not have the same display and functionality as an ad aimed at “Generate interest” or a campaign aimed at “Encourage action.”

Which bid strategy?

You have the option of using an automatic bidding strategy or a manual bidding strategy.

The strategy of manual bidding
The manual bidding strategy employs the cost per click, abbreviated as CPC. Insert the optimised CPC option, along with the conversion tracking tag, to set the maximum cost per click for your ads.

The strategy of automatic bidding
In the automatic bidding strategy, you have the option of:

CPM (Cost per Thousand): The CPM (Cost per Thousand) is the price you would pay for 1000 ad impressions.
Visible CPA: The CPA, or Cost Per Action, is the price you are willing to pay per registered conversion for a visible impression, i.e. in a prominent location on the web page.
If you choose an automatic bidding strategy, Google Ads will maximise clicks.

How should the campaign budget be defined?

After determining the best bidding strategy for your display campaign, define the campaign budget by establishing a daily budget limit for the campaign in question. After that, plan your campaign and the dates on which your ads will appear.

What type of targeting should you use for your display advertising?

Next, fine-tune the targeting of your display ad to capture the attention of your most important prospects. For this, Google suggests three types of targeting:


By targeting demographics, you can define your prospect’s age, gender, and parental status. An estimate will then appear, indicating the number of people you could reach based on the budget you’ve set.

Interests and reselling

Interest and remarketing targeting allows you to learn about your prospects’ likes and dislikes. You could also make use of your remarketing list. You can reach a more specific audience with the second targeting option.

Appearance on specific web pages

This third targeting option can be useful if you want to display your ad on a specific website. It allows you to select the websites on which your advertisements will appear. You’ll have a much better chance of being seen by your prospects if you do this.

How to make a display advertising?

It is now time to create display ads after you have configured all of the display advertising options. To begin, select between text and display ads.

Text ads, also known as responsive ads, adapt to the size and shape of the screen (smartphones or PC). Illustrated ads, on the other hand, allow you to select images or animated GIFs that are HTML 5 compatible. Google can also provide you with animations.

To make an illustrated ad, first, create a responsive ad and then click “+ IMAGES.” There will be several options for selecting your image:

  • Website search for images on your website
  • Import to get an image from your computer
  • Image bank to get a free image customised for your ad.

You can use the Google preview to see how your ad will look.

Campaigns on the Display Network are a good way to target relevant prospects due to their appealing format, precise targeting options, and ability to be inserted into specific sites.

Do not be afraid to contact a display advertising agency if you want to improve the effectiveness of your display ads. 

Digitrone Group, with its paid search experts, can provide you with an effective marketing strategy that will not only target your prospects but will also optimise your return on investment. 

Do not hesitate to contact us!