5 Tips to Help Navigate Display Ads

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Display ad

Google Ads has two types of networks, search and display. Search ads appear in the search engine results while display ads can appear on any site whether the user is searching for it or not. Google reaches 90% of internet users across millions of sites with display ads. Here are a few tips to help navigate display ads. 


The right message means nothing to the wrong people. With display ads, you are guessing based on the person and placement. In order to determine who to advertise to you want to look at their interests, attributes, and actions. When making decisions about display ads you want to consider if this is a topic they care about or a site that they go on. A big factor in determining if they are in-market and showing behaviors that indicate they are ready to buy what you are selling now.


It is easier to advertise to people already interested in your business over new prospects so it makes sense that you would want to start with remarketing when creating a display network. It costs 5 times more to attract a new customer than it does to retain an existing one. Remarketing is when you target people who have previously visited your site or interacted with your business. This is also a great way to keep your past visitors engaged and your business at the forefront of their minds. Website visitors are 70% more likely to convert on your website if retargeted with display ads. While working with the University of South Florida to increase football ticket sales we used remarketing to target people who had shown interest in USF or college football with these display ads.

USF Display Ad

Be strategic with picking sites

Google allows you to choose categories you don’t want your displays to show next to. You should conduct a placement audit to weed out articles that you want to avoid. You will want to avoid sites in a foreign language, that are off-brand, suspicious, are a parked domain or has a high cost per click. One tool you can use is the managed placements targeting option. Unlike keywords or topics, this allows you to choose which sites to place your ad. 

Utilize responsive Ads

Responsive ads change the size to fit any formatting. The algorithm displays these ads in formats that the customer has previously converted on or where they would look best. It is beneficial to have ads in different formats available. 

Monitor your ads

You should be constantly monitoring and testing your ad’s performance. Before you start running your ad you should have set goals in mind. Over time you should be checking to make sure that the ad is hitting the results you wanted. You should be giving as much time to display ads as you do to search. You should be managing your campaign based on its performance excluding placements that aren’t working. 

Display ads are a great way to attract leads and promote brand awareness. These ads are great for any point of the funnel whether it’s creating awareness or conversion.