Google Ads Display Campaigns: how they are made and how they are declined

There are many ways Google allows you to advertise. One of these are Display campaigns. In this short guide we will find out how these advertising campaigns are structured, how many and which types exist and whether or not it is convenient to invest in them to implement your business.

Banner Ads Display: Eyes on me!

We live in a society dominated by image: through our tablets and smartphones we come into daily contact with products that involve the sense of sight. Display ads are therefore those that appear when you are reading an article on a web page, watching a video on YouTube or using an application. Display ads are delivered via the Google Display Network, which can reach up to 90% of Internet users. If we think about how many people surf the web every day, around the world, we immediately realize what the potential of a Google Ads Display campaign is to increase sales.

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But be careful: like all the tools that Google makes available to companies to advertise, Display campaigns must also be managed by professionals in the sector. These tools, in fact, are a double-edged sword and if on the one hand they allow you to give visibility to your brand to thousands of consumers potentially interested in the products and / or services you offer, on the other hand it is easy to do it yourself. go off target, making all the efforts put in place to build your advertising campaign in vain, as well as, of course, shattering the economic investment allocated for the purpose.

Display Network and Search Network

Before going into detail regarding the structure and potential of Google Ads Display campaigns, it is good to make a small comparison with the other large network used to advertise on Google, namely the Search network. It is a valuable channel for giving visibility to your company because it allows you to intercept the user’s needs while typing a search query on Google. This is not the case for display ads: they are served to users while they are consuming other content on the network and not while actively searching for a particular product or service. Why, then, invest in Display campaigns?

There are actually many reasons. One of the most important concerns the need to stand out from competitors and, thanks to the power of images, Google Ads Display campaigns allow you to fix your brand in the minds of potential customers, with its precise characteristics, different from all its competitors. market sector. Display campaigns also serve to attract users, making them return to your site even after viewing your ad. Often, in fact, conversions are not immediate and, for example, if a display ad appears while watching a video on YouTube, the user will hardly abandon what they are doing to make a purchase on your site, even if they click on the ad. same. However, if the latter is well done, it is likely that the user you were able to intercept through advertising will return to your site later and buy one of your products.

The types of Display campaigns

There are different types of Google Ads Display campaigns:

  1. Remarketing (or retargeting) campaigns, carried out for the purpose of returning users to a particular website after they have already visited it independently. It is a very effective way to create a bond with your audience, impressing your brand in the minds of users;
  2. Targeting campaigns by positioning, based on the principle that it is the advertiser who chooses on which sites to publish advertisements. By doing so, it is possible to better target the spaces where to advertise, increasing the potential of display ads;
  3. The campaigns based on the target by interest, which allow you to outline a profile as accurate as possible of your target audience, in order to create targeted ads and thus maximize their effectiveness;
  4. Campaigns created based on audience selection by affinity. In this case, Google selects an audience segment based on the interests shown in the long term, such as people who constantly follow specific blogs or forums and who regularly visit certain websites;
  5. Campaigns based on in-market audience segments, which find their raison d’etre in the purchase intentions expressed by users;
  6. Contextual targeting campaigns, built by searching for sites in which to place display ads starting from keyword research;
  7. Campaigns centered on targeting by topic: in this case, the advertiser expresses their preferences with respect to the topics covered in the websites where the display ads will appear.


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