The Importance of PPC Display Ads in your Digital Marketing Strategy

Successfully Managing Google Display Ads For Traffic

You come across different types of ads when you’re walking down the street, browsing the web, and even getting groceries at the store. By the end of the day, you’ve been exposed to thousands of advertisements created by people and organizations that want your business.

The companies creating the ads are fighting for your attention, and they must do so by engaging onlookers in a creative way. Some of the marketing tactics businesses employ to increase website traffic include:

  • Social media
  • Email marketing
  • Search engine marketing
  • Content promotion

These ideas are great for delivering a message to your audience, but there is another option for boosting your website’s traffic that is overlooked by many: display advertising.

What is a display ad?

Display ads are used as a digital marketing tool and are shown within the Google Display Network. People can come across these ads when they’re on a variety of digital devices such as smartphones, tablets, computers, and more.

Creating a display ad for the Google Display Network, which encompasses more than two million websites on the internet, allows you to reach more than 90% of internet users with your marketed content. Digital marketers utilize this sales tactic to display their product or service directly to their target audience on a variety of channels in a fast, cost-efficient manner.

YouTube, Forbes, and Google affiliates are all examples of popular sites found in the Google Display Network.

Businesses have numerous display advertisement types to choose from when running an ad campaign. Display ads can be composed of text, images and videos; those components grab the attention of users on sites your ads are found on. The four main types of display ads are:

  • Responsive
  • Uploaded image ads
  • Engagement ads
  • Gmail ads

Display ads show up along the side, on the bottom, and on top of web content from articles to newsfeeds to search results. When you click an advertisement, you are redirected to the page the advertiser wants you to visit. Internet users are often redirected to a specific product, an application or information form, store hours, and other pages.

Furthermore, some contrast display ads with search advertisements. The latter requires a user to look for the product, service, or idea you’re promoting whereas display ads show up without people actively searching for it.

Benefits of Display Advertising

Google Display advertising is arguably one of the cheapest ways digital marketers and their teams can increase website traffic. We’ve researched and compiled the most appreciated aspects of running a display ad campaign on Google.


You can build brand awareness with display ads by reaching new customers. Advertisers can also reach loyal customers and continue developing positive brand impressions with good ppc management. Display advertisements are a great way to promote your organization. In fact, the Rule of 7 for marketing states that, “your prospects need to come across your offer at least seven times before they really notice it and start to take action.”

You can target your ads by choosing:

  • Keywords pertaining to your ad or business
  • Types of sites or pages your audience is interested in
  • Groups of people within your target audience

You can even create custom audiences on Google. It helps target whom you intended on advertising to based on demographic information, geographic info, income-based data, interests, and more. In doing this, your goal is to reach the audience that will be most interested in the content you’re advertising.

Remarketing is also made possible with display advertising. This allows you to bring awareness of your company, as well as its products and services, to the attention of those who have already visited your site and are interested in what’s being sold.


There are many types of visual advertisements. I’m sure you’ve seen thousands of ads on billboards, in magazines, as commercials and more. Display ads are unique in that you can take action moments within seeing the digitally advertised content. This a strong marketing choice when you want to both visually appeal to users and allow them the chance to act immediately.


Companies within all industries can use display advertising as a part of their current marketing strategy whether their budget is small or large. The average CPC of an ad on the Google Display Network is only $0.58.

Budgets are relative to the companies they belong to,though. There is no set amount that will work for any and every business, which is why you must take the time to determine a display advertisement budget.

To do so, you should consider what your goals are. Some goals you might choose include reaching a desirable number of:

  • Clicks
  • Impressions
  • Conversions
  • Leads

Once you set a goal, you can determine a budget by looking at Google’s rates for those ambitions. Then, you and your team should consider whether you should alter the goal or budget altogether.

Google Ads will let you set a daily budget of as little as $0.01 and up to as many numbers as you can fit into the text field (although, we wouldn’t recommend you try). Before determining a budget, it’s important to set goals for your campaign. Here are some questions to consider:

  • Are you looking to generate additional revenue by opening another sales pipeline?
  • Are you looking to increase profitability by utilizing a more cost-efficient marketing channel?
  • Are you looking to simply increase traffic to your site?
  • Or, is it something else?

Setting these goals beforehand allows you to measure your return against your investment. If you’re looking to make the most of your investment, it’s important to determine how much revenue your product or service - or each of your product(s) and service(s) - bring in. The end-goal is to make more money than you’re spending. So, depending on the consumer cost for one unit or product or service, you want to spend less on advertising than that.

While it’s arguably difficult to determine how much you need to spend in order to generate the full revenue from one unit or product, you will be able to understand whether your ad campaign is performing within a short amount of time.


It’s important to choose measurable tactics as a business for a few reasons. Measurable outcomes help you and others understand both project and personal performance, as well as organizational achievement. Google Ads provides a complimentary dashboard that displays all of your ad metrics; this can be broken down by campaign, ad group, individual ad, or by demographic, keyword, placement, etc. Google Ads also integrates with Google Analytics, so you can track the user information from your ads even further.

Tips for Successfully Managing your PPC Display Ad Campaign

You must create a Google Ads account before your campaign can begin. After you do that, keep these five simple tips in mind regarding how to create a successful display advertisement campaign with Google Ads.

Include All of the Information Requested by Google

Include the recommended number of assets:

  • 5 short headlines
  • 5 images
  • 5 short descriptions
  • 4:1 logo
  • 1:1 logo
  • 1 long headline
  • 1 business name

Each of the components can and will be used interchangeably, so make sure the content is flexible in that aspect.

Upload High-Quality Images

Whether you choose to use your own photo or one from Google’s collection, make sure the image is properly optimized for display ads.

Develop Enticing Copy

Along with eye-catching graphics, you must capture the attention of users with the text that accompanies. You can do that by encouraging consumers to take action, highlighting an aspect of the business or product that is unique, and by including information about sales or discounts.

Keep Your Original Logo

Altering your logo is a no-no. Filters and other modifications are not acceptable. Keep the image on brand and upload a transparent logo if possible. A white background is also sufficient.

Use Responsive Ads

You don’t want your ad to appear wonky on a website because it doesn’t fit a website’s display size. According to Google, “responsive ads will automatically adjust the size of your ad for different types of devices,” and “can fit in almost any available ad space.” Make the marketing process easier for yourself, and, in turn, make it simpler for your target audience to act.

Start Your Display Ad Campaign Today

Businesses that strive to make their brand top of mind can progress toward achieving that goal with display advertising. This type of advertisement quickly and inexpensively puts your brand in front of the consumers who would love what you’re promoting.

If your business is interested in successfully driving performance, give us a call. Our digital marketing team has experience taking businesses with little to no Google Ads experience and creating successful ad campaigns that result in improved revenue. Visit us online today to schedule a free digital marketing consultation where we'll discuss how we can execute a customized plan for your company.