Google's Display Network reaches over 90% of internet users worldwide, spanning more than 2 million websites, apps, and videos. Display advertising places your visual ads — banners, images, and responsive creatives — across this vast network, targeting users based on their interests, demographics, and online behaviour. For businesses looking to build brand awareness, reach new audiences, or stay top-of-mind with potential customers, Display is an invaluable tool.
Yet Display advertising is also where businesses most commonly waste money. The lower cost-per-click can be deceptive — without proper targeting and creative strategy, you'll pay for thousands of impressions that never result in meaningful engagement. This guide shows you how to run Display campaigns that actually deliver results, whether your goal is awareness, consideration, or conversions.
How Display Advertising Differs from Search
Understanding the fundamental difference between Display and Search is crucial to using each effectively. Search ads respond to active intent — someone is looking for something specific. Display ads create passive awareness — you're reaching people who are browsing content unrelated to your business, hoping to capture their attention.
Search Ads
- Text-based format
- High intent, high conversion rate
- Higher CPC (£1–£5+)
- Bottom of funnel
- Limited reach (search volume)
- Keyword targeting
Display Ads
- Visual format (images, banners)
- Lower intent, lower conversion rate
- Lower CPC (£0.05–£0.50)
- Top/mid funnel
- Massive reach (2M+ sites)
- Audience and placement targeting
Display Targeting Options
Google offers a wide range of targeting methods for Display campaigns. The key to success is choosing the right combination to reach your ideal audience without wasting budget on irrelevant impressions.
| Targeting Method | How It Works | Best For |
|---|---|---|
| Affinity Audiences | Reaches people based on long-term interests and habits | Brand awareness |
| In-Market Audiences | Targets people actively researching products/services to buy | Consideration and conversion |
| Custom Audiences | Build audiences from keywords, URLs, and apps your customers use | Targeted prospecting |
| Remarketing | Shows ads to people who've already visited your website | Re-engagement and conversion |
| Placement Targeting | Choose specific websites where your ads appear | Brand safety and precision |
| Demographic Targeting | Filter by age, gender, household income, parental status | Audience refinement |
Ad Formats for Display
Google Display offers two main ad formats: Responsive Display Ads and Uploaded Image Ads. Each has its place in a well-rounded campaign.
Responsive Display Ads (RDAs) are the default and recommended format. You upload multiple images, headlines, descriptions, and logos, and Google's machine learning assembles them into optimally sized ads for each placement. RDAs reach more placements, adapt to different screen sizes, and typically perform better through automated testing.
Uploaded Image Ads give you full creative control. You design the exact banner your audience sees — useful for strong branding or complex designs. However, you'll need to create multiple sizes (300x250, 728x90, 160x600, etc.) to cover all placement types, and you'll miss placements that don't match your uploaded sizes.
Creating Effective Display Creatives
Display ads need to capture attention in a fraction of a second as users scroll past. Here are the creative principles that drive performance:
Keep it simple. One clear message per ad. Don't try to cram your entire value proposition into a banner. A single headline, one image, and a clear CTA is all you need.
Use high-contrast colours. Your ad needs to stand out from the website it's displayed on. Dark text on light backgrounds, bold CTAs, and strong colour contrasts improve visibility.
Include a clear CTA button. Even though the entire ad is clickable, a visible button ("Shop Now," "Get a Quote," "Learn More") increases click-through rates significantly.
Show your brand. Include your logo in every Display ad. Unlike Search ads where your brand name appears in text, Display relies on visual brand recognition. Consistent branding builds familiarity over time.
Display Campaign Best Practices
1. Always layer targeting. Combine audience targeting with topic or placement targeting for more precision. Broad targeting on Display wastes budget on irrelevant sites.
2. Exclude placements aggressively. Review your placement report regularly and exclude poorly performing websites, apps (especially mobile game apps that generate accidental clicks), and content categories that aren't relevant.
3. Use frequency capping. Limit how many times the same person sees your ad per day or week. Showing someone the same banner 50 times creates annoyance, not interest. A frequency cap of 3–5 impressions per day is usually ideal.
4. Separate prospecting from remarketing. Create separate Display campaigns for new audiences (prospecting) and past visitors (remarketing). They have fundamentally different goals, budgets, and creative needs.
5. Test multiple creatives. Upload at least 5 different images and 5 different headlines for Responsive Display Ads. Google's algorithm needs variety to test and optimise. Replace underperformers monthly with fresh creatives.
Measuring Display Success
Display advertising operates at the top and middle of the marketing funnel, so measuring it purely by direct conversions undervalues its impact. Consider these metrics alongside traditional conversion tracking:
View-Through Conversions: People who saw your Display ad but didn't click, then later visited your site and converted through another channel. This shows Display's influence on the buying journey.
Brand Lift: Increases in branded search volume after running Display campaigns indicate improved brand awareness.
Reach and Frequency: How many unique people saw your ads and how often. This matters more for awareness campaigns than clicks or conversions.
Assisted Conversions: In Google Analytics, check how often Display appears in conversion paths as an assisting channel, even if it wasn't the last touchpoint.
Ready to Launch Display Advertising?
Cloudswitched manages Display campaigns that build awareness and drive measurable results. From creative design to audience targeting and ongoing optimisation, we help your business stand out across the web.
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