Display campaigns allow advertisers wishing to promote a brand to show their advertisements on a range of websites, taking advantage of the advertising space available there. The layout created for this purpose is called a banner, and consists of a set of images, videos and text designed to irresistibly attract the attention of the user.
Display advertising is generally used to build or increase brand awareness and make the brand known to a wider audience. Through well-designed visual content it is possible to generate interest and potential contacts, or to re-engage the curiosity of users who have already gravitated to a particular website.
There are five different types of display campaigns on the Google ADS platform that can be used in a display advertising strategy. You can customise the promotion you want to carry out according to your target audience and its specific demographics.
Target by Interest
The possibility of targeting visitors by interest allows you to precisely profile the users to whom you want to show an advertisement.
There are two types of interest targeting, affinity audience segments and in-market audience segments.
Target by Website Placement
This type of display campaign allows advertisers to choose which websites to place their ads on, rather than allowing Google to arbitrarily select the best ones. The option has many advantages, proving to be particularly effective and also safe: targeting websites related to and connected to your core business can exponentially increase the effect of this type of display ad.
Contextual targeting is a form of display advertising that uses keyword research to search for a relevant website on which to show ads. The keywords entered in the display campaign are used by Google as a basis for scanning the content of the pages of the world wide web in search of relevant sites on which to show the display ad.
Topic targeting allows the advertiser to express a preference for specific topics to be covered by the web pages on which the ad will be published. Google will then select the websites related to the preferred topics to match the display banner. You can choose generic topics, such as the automotive sector, or you can specify your preferences in more detail, also indicating subcategories such as luxury vehicles or commercial vehicles or similar.
Retargeting or Remarketing
Remarketing campaigns, also known as retargeting, allow you to reconnect with users who have visited a particular website in the past, exposing them to the brand even once they have left a particular website.
This type of display campaign is usually very high performing and capable of excellent ROI. In fact, Google Ads can be used to add particular code snippets to the pages of a website and set up specific remarketing lists, i.e. lists of visitors who have performed certain actions while browsing, such as visiting a specific page or a specific product, and who will be the target of retargeting ads.
Different remarketing ads can be created for different profiled lists of visitors, and the online presence of the brand that users will perceive even after they have left the company's site will contribute greatly to generating trust and awareness.