Marketing on the WebGoogle Display Ads is an advertising platform that allows businesses to reach their target audience through visually appealing image, text, and video advertisements across a vast network of websites and apps. The system operates on an auction-based model, where advertisers bid for ad placements, and the most relevant and highest bidding ads are displayed to users.
When a user visits a website or app that is part of the Google Display Network, Google analyzes the content of the page and the user’s browsing history to determine their interests and preferences. Based on this information, Google matches the user with relevant ads from its pool of advertisers. Advertisers can further narrow down their targeting by specifying demographics, interests, or keywords.
Once the ads are displayed, advertisers can track the performance of their campaigns through metrics like impressions, clicks, and conversions. This data helps them optimize their campaigns and make informed decisions. Overall, Google Display Ads provides businesses with a powerful tool to increase brand visibility, drive traffic, and engage with their target audience through visually appealing ads displayed across a vast network of websites and apps.
At MOTW we typically start a client with search ads and only add display ads for very specific cases. Search ads are “pull” advertising where the ad shows up when a searcher is specifically looking for your product or service while display ads are “push” advertising that are paid placements that appear based on various targeting parameters. Display ads are useful early in a buying cycle for a brand-new product where no one is actually searching for the service or product OR to create demand OR build brand awareness, etc.