Display Ads in Google Ads (formerly Google AdWords) are a type of online advertisement that appears across the Google Display Network (GDN), a vast collection of over 2 million websites, apps, and videos where ads can be shown. Display Ads differ from traditional search ads, which appear in Google search results based on keywords, by using visual elements such as images, videos, and banners to attract user attention.
Here’s an overview of Display Ads in Google Ads:
1. Visual Format:
- Images: These ads use graphics or images to convey a message.
- Responsive Display Ads: Automatically adjust in size, appearance, and format to fit available ad spaces on the GDN.
- Video Ads: Some display ads can also feature video content.
2. Targeting:
- Audience Targeting: Google Display Ads offer targeting based on interests, demographics, behaviors, and affinities.
- Retargeting/Remarketing: Show ads to users who have previously visited your website or interacted with your business.
- Contextual Targeting: Ads can appear on websites that are contextually relevant to the product or service being advertised (e.g., sports gear ads on a sports blog).
3. Ad Placement:
- Ads can appear on Google-owned platforms (like YouTube or Gmail) and across a wide range of third-party websites in the Google Display Network.
4. Cost Structure:
- CPC (Cost-per-Click): You only pay when someone clicks on the ad.
- CPM (Cost-per-Thousand Impressions): You pay based on the number of impressions (views) your ad gets.
- CPA (Cost-per-Acquisition): You can set your budget to pay when someone completes a specific action, such as a sign-up or purchase.
5. Goals:
- Google Display Ads are primarily used for brand awareness, remarketing, and expanding reach, rather than direct response, which is more typical for Search Ads.
6. Creative Options:
- With Google Display Ads, advertisers can upload custom banners, images, and videos or use Google’s built-in tools to generate ads that fit the platform.
These ads help businesses reach a wider audience beyond search results, allowing for increased visibility and opportunities to engage with potential customers who are browsing related content online.
