Reach your target audience beyond Google with Google Display ads

Thinking about using Google Display ads?  We’re happy to tell you more about the possibilities of advertising through Google Display. 

What is Google Display advertising?

Display ads are part of Google Ads, just like Google Shopping, for example. With Google Display ads, you reach people with image ads placed on various websites or apps. The ads are recognisable by their banner-like shape, often with moving text or a moving image. Advertising with Google Display ads is a way to reach a large group and drive awareness, traffic or conversion. 

Benefits of Google Display ads

A big advantage of Google Display ads is that you can bring your products or brand to people’s attention visually and on a large scale. What’s more, the costs of Google Display ads are relatively low. You can reach many people with a small budget. One advantage: if nobody clicks on the ad, you don’t pay, even though your ad has been shown. So even with little money you can generate impressions and reach with your ad. 

Besides the relatively low costs, it’s also easy to measure. You can measure exactly how many conversions are achieved. That lets us adjust in good time and get the best result from your marketing budget. 

The difference between Search campaigns and Display campaigns

Google Ads has two different advertising methods: Search campaigns and Display campaigns. 

Search campaigns

Say you’re looking online for a new coat. You type ‘coat’ into Google and immediately get lots of options that match your search term. If you advertise through a search campaign, your ad is shown when a user enters a particular search query in Google, Google Shopping, Google Images and Google Maps. Paid search results are shown above the organic (unpaid) search results. Because paid search results closely match the visitor’s search intent, the average conversion rate for search campaigns is high. Another positive feature of search engine advertising: you pay per click. That makes the return on your investment (ROI) transparent. However, this form of advertising is only possible with text. 

Display campaigns

The big difference between Google Display and search campaigns is that Google Display ads aren’t shown in the search engine, but appear on other websites. Websites can indicate that they allow Google Ads on their sites. A display campaign often has a large reach, but a lower conversion rate than search campaigns. The goal of advertising through Display Ads is often to increase brand awareness. A big advantage of Display is that you can use text as well as images and videos. 

Different ads

 Choosing to advertise through the Google Display Network isn’t the end of it. You still face a number of strategic choices. Do you go for image or text ads? Do you choose a bidding strategy based on cost-per-click (CPC) or cost-per-mille (CPM)? And do you set up your campaign through Google Ads or through a Demand Side Platform (DSP)? 

If you choose Google Ads, your targeting options are somewhat more limited than with a DSP, but certainly not restricted. In 2025 Google Ads still offers powerful options: you can target by topics (contextual targeting), interests, demographics, specific websites (placements) and of course through remarketing. By combining these options smartly, you reach the right audience in a targeted way with relevant ads. 

Partout is your Google Display agency

Want to go a step further? Achieve even more reach?  And could you use some help with all these choices?  We’re here for you! With our knowledge and experience we give you targeted advice. Get in touch with us. We’re happy to help you with advertising through Google Display!