How it's bought
Display ads are usually bought through networks like the Google Display Network or through programmatic platforms that bid on ad space in real time. Costs are often based on impressions (CPM) or clicks (CPC).
How it's targeted
Ads can target audiences by interests, demographics, topics, specific websites or past visitors to your site. Retargeting, showing ads to people who already visited, is one of the most common uses.
What it's good for
Display works best for building awareness and staying top of mind. People seeing a banner usually aren't searching for you right now, so it rarely drives as many direct sales as search ads.
Why Display Advertising matters
Display can reach a lot of people for a relatively low cost and keep your brand visible while customers decide. Used without care, it can also waste money on low-quality placements and accidental clicks.
Cutting the junk placements
A home services company ran display ads across Google's network and saw cheap clicks but few calls. A placement report showed much of the spend went to mobile games and low-quality sites. Excluding those and focusing on local news and home improvement sites brought fewer but far better leads.
Common mistakes
Judging display by last-click sales
Display rarely closes sales on its own. Look at assisted conversions, brand search growth and lift tests to see its real effect.
Letting ads run everywhere
Automatic placements can include apps and sites you'd never choose. Review placement reports and exclude poor performers regularly.
Running the same creative too long
People tune out banners they've seen many times. Refresh images and messages before performance drops.
Where we work on this