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What is Google Display advertising?

  • Google Display advertising is the practice of showing image and responsive ads across the millions of websites, apps and videos in Google's Display Network.
  • Where search ads catch someone actively looking for your service, Display ads build awareness with people who do not know you yet, showing your message as they read the news, watch videos or browse their favourite sites.
  • Display ads are a different job from search ads, and judging them by the same metrics is how campaigns get misread.

Google Display ads services cover the three things that make Display work: the campaign types that fit your goal, the creative that earns attention, and the audience targeting that puts that creative in front of the right people without burning budget on the wrong ones.

Display versus search: different jobs, different metrics

  • The fastest way to waste money on Display is to treat it like search.
  • That is why the measurement has to match the job.
  • I set up Display campaigns with the right conversion view: view-through and cross-device behaviour matter, remarketing audiences matter, and the campaign is judged on the full path to purchase rather than the last click alone.
  • A prospect who sees a Display ad today and buys next week after searching your brand name has been influenced by the ad, even though the last click was a branded search.

Campaign types

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Display campaigns

Standard Display campaigns put your ads across the Display Network to reach new audiences. They are the prospecting arm of paid advertising: showing your brand to people who fit your customer profile but have never heard of you.

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Remarketing

Remarketing, or retargeting, shows ads to people who have already visited your site. These are your warmest prospects: they know you, they were interested enough to visit, and they left without converting.

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YouTube and app placements

The Display Network extends into YouTube and mobile apps, and those placements can be part of a Display strategy when they fit the audience. Video campaigns on YouTube give you sight, sound and motion, which suits products and services that need demonstrating.

Creative and audience targeting

  • Display is a visual medium, and creative decides most of the outcome.
  • Creative on Display follows a different rule from search ads.
  • A search ad can be three lines of text because the searcher has already told you what they want.

Audience targeting is where the budget is won or lost.

When Display makes sense for Australian SMBs

  • The honest answer for most small and medium Australian businesses is that Display earns its place in two situations: brand building with a defined audience, and remarketing to traffic you already paid to attract.
  • That is the advice I give whether or not it sells a Display campaign.
  • The Australian small business market also has a timing reality that suits Display.
  • If you already have an agency running your Google Ads, Display can still be brought in as a separate, clearly reported workstream.

Clients I Have Worked With

GT Access Garage Doors

Conversions up 178% with an average conversion rate of 30.75%.

Glass Creations

Conversions up 357%, average cost per click down 71% over 12 months.

Let's Go Family Day Care

Conversions up 357% by month 2 on a $500 monthly budget.

Frequently Asked Questions

Google Display ads are image and responsive ads that appear across the millions of sites, apps and videos in Google's Display Network. They build awareness with people browsing the web rather than catching people actively searching, which makes them a different tool from search ads.
Search ads appear when someone searches for what you offer, so they capture existing demand. Display ads appear while people browse, so they build awareness with people who do not know you yet. They have different jobs, different audiences and different metrics.
Yes, when used for the right job. Remarketing to people who already visited your site is usually a strong small business use. Broader cold prospecting works when the audience targeting is tight and the budget can absorb the longer path to conversion.
I direct the creative: the messages, the sizes needed and the asset structure for responsive ads, working with the design resources available. You do not need a full design team to run Display, but you do need creative that earns attention, and that is part of the service.
Display is the broader channel of image and video advertising across the network. Remarketing is a targeting method within Display (and other channels) that shows ads to people who have already visited your site. Remarketing is usually the first Display campaign a business should run.
Display ads management is a monthly fee, separate from your ad spend. It depends on the number of campaigns and the creative work involved. You get a custom quote after reviewing your goals, with exact numbers before anything begins.

Not Sure Whether Display Advertising Fits Your Business?

If you are wondering whether Display advertising fits your business, or your current Display campaigns are spending without a clear return, book a free 30-minute Strategy Session. We will look at your goals and the honest answer on where Display belongs. No pitch deck, no obligation.

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Tell me a bit about your business and we can dial in a strategy that fits.

    Sagar Sethi, expert online marketing consultant providing innovative marketing strategies