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Display Advertising

Google owns the world’s largest online display network, with display campaigns reaching 80% of global internet users. Those users that are exposed to display ads are, on average, 155% more likely to search for brand specific terms.

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Display Advertising

Imagine being able to show your ad to users across 2 million websites, videos, and applications at any given moment. Thanks to the Google Display Network (GDN), this is a reality via Google Display Ads, and it’s a dream come true for many business owners and brands.

Now, let’s think about Display Ads from a consumer perspective. There’s a high chance that you’ve already encountered a display ad, and you’ve maybe even fallen victim to them a time or two. If you’ve searched for a particular item in the past, Google takes this data to serve you future ads, luring you in to make those few clicks to ultimately result in a purchase. In fact, consumers see an average of 63 display ads per day!

What Are
Display Ads?

Display ads appear in front of consumers in the form of a graphic on third-party sites. This graphic can be in the form of a banner but it may also appear on the middle or side of a webpage. Display ads may be composed of text, images, video or audio. They may be used to find new customers, engage with existing customers, and drive conversions with automation.

The Google
Display Network

Google has agreements with millions of websites and applications that allow them to advertise to consumers, referred to as the Google Display Network. This network reaches 90 percent of internet users on a daily basis. This network relies on the cookies and data from internet users to ultimately help advertisers reach their target audience.

Targeting the
Correct Audience

Engagement plays a large role in targeting the right audience for your brand, referred to as engagement audiences. This shows you relevant information on how much engagement a user has with your site. You can tailor ads based on engagement audiences and even promote a sense of urgency in the buyer by using messaging like “We miss you! Come back and check out.” Targeting a consumer that has already visited your site at a later time is referred to as remarketing and it can help you stay relevant beyond their time spent on your website.

Benefits of
Display Ads

  • Visually appealing: Display ads are highly graphic so they can be stylized and designed, adding to your brand’s appeal. Standard paid ads are limited to text and a character count.
  • Increase brand awareness: Building brand awareness is significantly easier when there are visuals attached, making display ads that much more effective at associating your brand with visuals. Plus, unlike traditional paid ads, users are able to gather a sufficient amount of information without clicking on anything.
  • Increase visibility: Through the GDN, your ads will be on websites that are highly trafficked. These ads can target users even if they don’t specifically search for your business.
  • Data: Measure the effectiveness of your display ads; how many times was it clicked? Hard data allows us to make smart digital marketing decisions moving forward.

The combination of imagery, relevance, and consistency combine to make display ads a force to be reckoned with in the world of digital marketing. Call us today to learn how we can create effective display ads for you.

4 Tips for a successful display advertising campaign

The EMSC Strategy for a successful campaign



The location of your ad on certain websites is the foundation to a successful display advertising campaign.



If your image does not grab the customer’s attention at first glance, it's not going to catch them at all.



Catchy copy and an effective call-to-action are the two keys to writing successful display ad copy.


Landing Page

The landing page that your ad leads to must have relevant, compelling language with qualified facts included. If it doesn't have what the customer is looking for, they’re likely to exit out.

Myths of
Display Advertising


"Display Advertising Is Expensive"

Yes, some ads are expensive, but many are affordable and will get you the results that you are looking for. Even in highly competitive markets, display space can often be cheaper than search.


"Display Doesn't Work"

Display ads are effective, as long as the ads are shown to the right audience. If you show an ad for $100 off HVAC maintenance to someone that lives in an apartment building, you're not going to see the results you were looking for.


"Internet Users Don’t Click On Ads"

It has been found that people are actually clicking on ads more frequently than in prior years (moz). Over the years, Google has made changes to make ads look as much like organic search results as possible.


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