Effective Display Ads

Helping you aim for Effective Display Ads. 96% of people spend time online outside of search. it’s important to choose the right audience with display ads. Google Display ads can help you reach 90% of all global online users.

So what is one way we can target these customers? Now that we learned about search, let’s dive in to Display Advertising.

What is Display Advertising?

You know those pop up ads that you see while visiting websites? They are paid display advertisements with a goal to grab your attention. Effective Display Ads are best used for brand awareness.

Display banner ads.
Source: https://smartyads.com/blog/what-is-display-advertising-and-how-do-display-ads-work/

2 Effective Strategies to consider with your Audience


This audience targets people who have visited your website. One strategy to create effective display ads is by re-engaging content or products.

For example: Offering a deal to people who visited your site (20% off your next purchase) or Reminding people of a product they clicked on and didn’t buy.

Audience to use in the Re-engage strategy: Re-marketing

This audience helps you retarget customers who visited your website. To retarget customers you must first add a code snippet to your site. It’s beneficial because Google tracks all your visitors so you can retarget them. You can even create your own list that you want Google to track. . Learn more here: https://support.google.com/google-ads/answer/2476688?hl=en

Steps to set up Remarketing Audience

  • Log in to your Google Ads account
  • Go to Tools
  • Under shared library click “Audience Manager”
  • Go to Audience Sources
  • Click Details under Google Ads Tag
  • Click on Tag Setup
  • Choose if you want to implement tag thru your Website, Email, or with Google Tag Manager

Learn more about this with the youtube video below. https://www.youtube.com/watch?v=Fa0TNE7uvFY


This is the strategy you use for customers that haven’t connected to your brand or website yet.

For example: If you’re selling basketball shoes, you might want to expand by advertising on espn.com

Audience to use in Expand strategy: Custom Intent

Did you know that 7 Google Properties reach over 1 Billion people monthly? With custom Intent you can create audiences based on keywords and landing pages that you define. If you don’t have enough people visiting your site, a good option would be to start with a custom intent audience.

Learn more with this video and skip to 6:30-8:30 https://www.youtube.com/watch?v=Fa0TNE7uvFY

Google Ads Goals: picking what’s right.

It can be hard choosing the right Google ads goals. Every business type has its own goals that can be reached in different ways. But sometimes you are required to schedule an appointment to sell your product or service. On the other hand, you can convert using a simple click of a button, such as “Add to cart”.

Picking the Right Goal

Google Ads helps you generate with 3 different goals. The first step of creating your campaign is choosing the right goal. Choosing a right goal is crucial to the Ad campaign because it dictates the potential of your click thru rate (CTR).

When creating a campaign on Google you have 3 goals to choose from:

  1. Leads
  2. Sales
  3. Website Traffic


Leads are for businesses that need more of a “in person” interaction. The company that can’t really sell its service online. Think of places that have a form to fill out, because that drives them to a call or email for an interaction. Leads are meant for customers that need to fill out their information for a follow up contact.

If you are a Mortgage Banker Its hard to make a sale first hand online. With that being said, the right decision will be to transform a lead campaign. This way, your potential customer will call you. Once they call, you will gain more information about them and ask questions that will help you close the deal.

Examples: Insurance Agency, Law Firms, Credit Firms


Sales goals are used for companies that sell their product online or in store. As a result, this goal is will generate sales. It is effective for those who have already contacted with their client. This goal is best for customers who are knowledgable and know about your product.

Website Traffic

Website Traffic is used to have customers land on your website. This is a good goal to use when you have a site that is aiming to turn landers into customers. This can be used for testing data to help realize who is visiting your website . A/B testing can be used using this method.

For example: if you are trying to land a customer to a webpage about michigan dearborn onsite seo techniques, you choose the website traffic strategy.

For more info on these goals visit: https://support.google.com/google-ads/answer/7450050?hl=en

google ads explanation with team members. picking the right keywords strategy and goals form sales to leads.
Digital Marketing/Google Ads being explained.