Display ads
Image, text or animated ads shown in ad spaces on websites, apps and video platforms.
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Why it matters
Display ads reach wide audiences at low cost and suit awareness and remarketing in particular. The difference from search ads is that the person is not searching for anything at that moment, so click and conversion rates are usually lower. Checking placements keeps ads from appearing on unsuitable sites.
- 02
Example
A shop shows display ads featuring the products viewed to people who visited its site without buying, for two weeks; these ads convert far better than those shown to new audiences.
- 03
Common mistake
Judging display ads by the same yardstick as search ads. The goal is different; an awareness campaign should be measured not only by direct sales but also by reach and the rise in brand searches.
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Related terms
Related services and guides
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