Display advertising is a type of PPC paid media campaigns that help businesses attract new audiences to their website, social media channels, or digital platform. These advertisements usually include a text-based image or video that encourage users to take a specific action by visiting a landing page. These display advertising campaigns are conducted on a CPC basis, meaning every time a user clicks on your ad, you will get charged a specific amount. This amount relies on your bidding strategy and your ad spend budget.

You can also use display advertising campaigns for retargeting, by serving your ads to people who already visited your website and encourage them to take further action. So, let’s go through some of the benefits of this type of advertising, its forms and how to use it.

Benefits of Display Advertising

If you’re still unsure if you want to opt for display advertising campaigns or not, here are some of its benefits that may help you reconsider.

One of its great benefits is that it allows for an excellent level of diversity since display ads can come in many sizes, shapes and forms. This will enable you to choose any style you see fit to achieve your goals. It’s also important to note that Google Display Network will give you access to millions of sites through your Google Ads account, which means you will have tremendous reach and bigger chances of finding your audience.

In addition to the extensive reach, you will also be able to target your audience thoroughly using demographic targeting, geo-targeting and specific interests targeting.








Also, display advertisement is very measurable since one can easily track clicks, conversions, engagement and impressions through Google Ads and Google Analytics dashboards.

However, there are small downsides to display advertising; these include how many users have come to look past them, which is known as banner blindness. You can prevent it by using rich media ads, attractive assets and through remarketing techniques.

Another problem is the rise of ad blockers technology, which many websites don’t allow its visitors to use. Despite these possible downsides, display advertising remains a powerful marketing tool that most successful businesses take advantage of!

Forms of Display Ads

There are several forms of display advertising campaigns, including:

  • Banner Ads: This form of display advertising is one of the most traditional forms, and they typically appear on the top area of the website in a “banner” format, as the name implies.
  • Interstitial Ads: These are full-screen ads that appear to cover the interface of an app or website. They are usually displayed at transition points, as in when you first visit the website or in the flow of an app between activities.
  • Rich Media: Rich media ads include interactive creative elements like video, audio with clickable items.
  • Video Ads: YouTube and other social media platforms like Instagram, TikTok and Facebook allowed for a new engaging ads format. Video ads help you reach your audience and connect with them through a powerful and attractive medium, video.

Display Ads Targeting and Strategy

The first step to a successful display advertising strategy is setting clear goals. Your strategy will be shaped and refined by your goals, be it brand awareness, generating leads, retargeting previous users or increasing sales. It’s also important to explore how your display ads campaigns will serve your overall SEM funnel and PPC strategy.

The second step is crucial, which is targeting. Precise targeting is everything when it comes to display ads; you don’t want to waste your time serving your ads to an audience that does not care at all about your services. By getting targeting right and not serving ads on irrelevant websites, you will make sure you don’t waste your budget and risk a low CTR.




There are many targeting options available for you when you’re setting up your campaign; we will look at them in more detail:

  • Demographic targeting is the option that allows you to target your audience through demographic profiling.
  • Keyword targeting means that Google will serve your display ad on pages that contain the keywords you choose. The advertiser will choose these keywords based on keyword research to make sure they’re relevant to the ad topic and have search volume.
  • Topic targeting allows you to target websites that are relevant to a specific topic.
  • Interest targeting means using Google’s access to several data-points to serve your ads based on users’ interests and searches. Be it their interest in purchasing certain products or services or their overall interests based on their search and visit history.
  • Placement targeting allows the advertiser to choose which websites their display ads appear on. Depending on the topic and relevance, you can select suitable websites for your ad to appear on.
  • Audience targeting is also known as remarketing, allowing you to target users who previously visited your website.
  • Targeting exclusions allow you to choose topics, placements, demographics and keywords that you do NOT want to near your ads. This will help you avoid serving your ads on websites that contain explicit content, error pages, gambling or any abusive content.

Display Advertisement Creative Tips


While targeting makes all the difference by putting your ad in the right place and serving it to the right audience, the quality of your ad creative itself has a substantial impact on your campaign results. To attract your audience and get them to click on your ad, you will need to create interesting and compelling creative assets. Here some quick tips to help you perfect your creative display ad assets design!

  • Write attractive copy using words that establish urgency and compel the user to click.
  • Ask questions to make the user feel curious.
  • Use numbers or symbols to save space and grab attention.
  • Bold essential words to express emphasis on them and highlight them.
  • Make sure you use the right language to target specific customers in different regions by identifying demographic profiles and editing your creatives accordingly to match the language to the desired audience.
  • Try to make your imagery simple and clutter-free by staying on brand and minimizing text on image.
  • Use compelling call-to-action statements in your creative and ad copy. A button-shaped area where you encourage the user to take a specific action, like “start now”, “buy” or “sign-up” can be an interesting tool.

Measuring Ads Performance

There are several metrics to look at when assessing your results and collecting data from previous campaigns. Some of these key metrics are impressions, reach, click-through-rate and conversions. By looking at these metrics, you will be able to enhance and optimize your future campaigns or even currently running ones to minimize losses or increase conversions.

Ad impressions

Whenever your ad appears on any page, it is considered an impression, which is the number of times Google served your ad to users. Through this metric, you will be able to measure your performance and click-through rate. Large numbers of impressions signify that you are reaching a wider audience, which is not necessarily good if it does not impact other metrics positively. High impressions that are not paired with other positive metrics could indicate a targeting issue, a poor landing page or a weak creative and massaging. However, a high number of impressions is perfect if your goal is to raise brand awareness and reinforce your brand’s online existence.



Reach is the metric that stands for the unique number of views that your display ad gets. Unlike impressions, reach only shows you how many users saw your ad. Paying attention to this metric would help you make sure that you don’t keep showing the same display ad to the same people repeatedly. To avoid this, you will need to optimize your targeting more.

Click-through rate

Click-through rate stands for the number of people that clicked on your ad and is figured by calculating the ratio of impressions to clicks. If you receive 1000 impressions and you only generate 15 clicks, then the rate will be 1.5%. This metric will help you assess the effectiveness and relevance of your ads.

Conversion rate

This metric is often looked at as the most important one in display-advertising. The conversion rate is the number of users that clicked on your ad, were directed to your landing page and then took action on your website that your ad inspired.

This could mean downloading an app, registering to a website, subscribing to a service or purchasing a product. A high conversion rate will help you make sure that you’re generating high-quality traffic, guiding users to an optimized landing page and targeting the right crowd. By looking at these four key metrics, you will be able to measure your display advertising campaigns’ performance and successfully optimize them using techniques like A/B testing.

Frequently Asked Questions

Yes, Bruce Clay is a Google Premier Partner, that means that our clients can potentially leverage the benefits of the latest Google products.

We manage all paid ad accounts across different marketing platforms and provide comprehensive reporting and analysis for our clients.

Yes, our clients can transparently see the actual spend in their Google AdWords account.

We allocate the campaign with budget capping to avoid any extra spend. This helps our clients utilise the monthly budget without exceeding the allotted spend amount.

Yes, full reporting is provided for each client. We use Data studio dashboards to provide advanced analysis for our clients.

No one strategy works for all industries or businesses. We have to take an in-depth look at your services and offerings. Based on the analysis, we propose a catered performance marketing strategy for each business goal.

Yes, we have a list of clientele across different fields and industries that we would love to go through with you.

Pay-per-click is commonly known as PPC in the marketing world. It is an online advertising model in which an advertiser pays a sum of money every time their ads are clicked on. In other words, it is a way of buying visits to your website rather than earning visits organically. One of the most popular forms of advertising online is through search engine advertising. It allows advertisers to bid for the placement of their ad in a search engine's sponsored links. When someone starts a search using relevant keywords that are related to your advertisement, the sponsored link is shown at the top of the search results. For example, if you search for "PPC agency", our sponsored link might show up in the google search results page.

PPC is one of the most critical forms of digital marketing, advertisers do not pay for the placement of their ads but only pay when their ads get clicks by users on pay per click basis. The ads are created by Google Ads, which allows you to create a campaign for your ad using proper keyword research. It is essential because it directs the relevant audience to your website and helps in lead generation and revenue growth.

You will need to use pay per click advertising if you plan to grow your business and reach out to new potential customers. The best time to invest in PPC is when you're just getting your business started, that's when you need more customers to get exposed to your brand and use your services or products. Your PPC strategy lays the foundation for your future growth. But also, there are different goals at different stages of a business where it needs PPC. You can see and analyse the time when your ads get more clicks and schedule your campaigns accordingly. There are relevant data available in the dimension tab on Google Ads, that will help you analyse the right strategy and timing for your ads.

Pay per click is very useful for promoting your business, it involves directly targeting your customers to promote your services or products. It is a model of digital marketing in which advertisers pay for ad clicks. If you want to get decent traffic on your site and grow your online business, then you should opt for PPC advertising to guarantee increased website traffic.

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