What are Display Ads?

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Course content (15 lessons)

Welcome to Module 2! In this module you’ll learn what display ads are and how to create your own display ads.

Display Ads increase awareness around your product or service by advertising on sites in the Google Display Network.

So what is the Google Display network?

Google’s Display Network gives you the option to reach people outside of Google’s search engine results. You’ll see Google display ads on the top of a website, sidebar or even throughout the content itself.

For example:

If you visit an ecommerce store, then noticed their ads are popping up other websites you visit, it’s because they’re advertising within the Google Display network. Below you see an ad for Helix DNA kits being advertised on ad space on Engadget (a news and technology review site).

✅ Watch and learn the value of display ads for your business.

[MUSIC PLAYING] Search ads are probably the type of ad you're most familiar with on Google. But what you might not be as familiar with is the Google Display ad network. Google pays companies, small businesses, and bloggers for space on their websites. This is the Google Display ad network. You'll often see these spaces in the form of banners along the top or the bottom of a site.
And sometimes, you'll see them as long banners running down the side of site as well. This display ad network is huge. The latest estimates are that it reaches 90% of internet users. Google rents the space on these websites to display ads the same way you see billboards beside the highway.
The main difference though, is that everybody sees a unique and different ad. Display ads have rich visuals and can be powerful attention grabbers for your business. That said, there's only one type of display ad I'm going to recommend to you today. I recommend use display ads for retargeting only. Retargeting ads literally retarget visitors who are previously on your site.
Let's say you spent $20 on a search ad campaign and get 10 people to visit your online store. Each of them browse for a little bit. One of them even buys. But what about those other nine people? You've paid all this money to get them there to your online store, and now they're gone. With free targeting ads enabled, Google places a cookie in their browser.
What that really means is that Google remembers that the person once visited your online store. When you start a retargeting campaign, you buy ads across Google's ad network in order to target those people who have visited your site. So those nine people that visited but didn't buy get added to a retargeting campaign.
As they continue to browse the internet and occasionally come across Google's ad network, they start seeing your ads, enticing them to come back and shop. Retargeting ads are powerful for a few reasons. First, they're a second touchpoint for your brand. People who see your brand or your product have already seen it once.
This second, third, fourth touchpoint re-engages people who still might be considering a purchase. The second benefit is that you can progress the conversation with that potential buyer. With retargeting ads, I can give the visitor more information to pull them closer to a purchase. And for those that simply lost track where they're browsing, retargeting ads are also just really convenient and can help people finish a transaction that they started.
In the next lesson, I'm going to share with you three retargeting strategies I like to use for my business. After that, I'll show you exactly how to get retargeting ads set up.

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What are Display Ads?

Course content (15 lessons)

Overview

01 |Google Ads Set-Up

02 |Search Ads

03 |Display Ads

04 |Shopping Ads

05 |Optimize and Grow

So what is the Google Display network?

For example:

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