When you think of Google Ads, you probably think initially of the text-based ads that sit on Google’s SERPs (search engine results pages) and look similar to the other, more organic search listings there. However, don’t overlook the other branch of the AdWords tree…

By this, we are referring to Google display ads, which use AdWords’ Display Network in place of the Search Network on which the textual ads rely. When flicking through various websites, you might have seen the banner-like display ads without even realising that Google put them there.

Aren’t the display ads just boring, traditional advertising?

It can initially look that way – since, compared to the other Google Ads, they are more conspicuous as advertisements. However, if someone was sufficiently interested in your business to visit its site but not enough to buy something from you, the display ads enable you to retarget these people.

Remarketing ads do exist on other platforms; you can probably recall, say, browsing an online store and then seeing products from there in ads that pop up on your Facebook interface. However, Google display ads differ in their ability to follow users further across the internet.

So when someone visits – for example – a tech news website, a music forum and a web app shortly after each other, your Google display ad could theoretically appear on all three, inviting that person to come back to your site. This makes such ads ideal for helping to keep your company in people’s minds.

How to get started with Google display ads

These ads are part of the PPC system known as Google AdWords, meaning that you will be paying for clicks, not simply impressions. Therefore, these ads can feed into a reliable strategy for generating leads, as our Google Ads team here at Jumping Spider Media can further explain if you dial 020 3070 1959.