What is Display Advertising and How it Works. Tips & Secrets

Today we are going to explore a new topic, Display Advertising!

Many of you know it, others have never heard of it,

let’s analyze the definition and see some tips and tricks to make it profitable.

Before we start, here are some of our latest articles that might interest you:

What is Display Advertising

Display Advertising
Display Advertising

Display advertising uses the commercial space on a content page to promote a product or service.

This advertising technique differs from Pay per Click in that it also uses graphics.

Basically, the company buys the space of one or more pages belonging to a ‘circuit’ of sites and, in the spaces acquired, can show the user its advertisement.

In this way, this model is very similar to the presence of large billboards along state roads…

But, in reality, there is much more to Display Advertising than that, and a touch of ‘Google magic’.

And it is not even the ‘colour version’ of keyword advertising campaigns, since the dynamics behind this form of online advertising are different.

The search engine, in fact, does not show random ads in the spaces purchased by the advertiser,

but only ads that are relevant to the searches made by the user and in line with the history of his page views.

Let’s take a concrete example:

Suppose we want to launch a new non-stick cooking pot on the market;

our Display Advertising ad will not be seen by those who have no interest in the sector,

but it will be seen by those who frequently visit cooking blogs or our web pages (or those of our competitors).

This is thanks to the large amount of user data that Google has at its disposal.

In this way, Display Advertising allows us to minimise the investment and maximise the return, producing only leads that are highly interested in our product or service.

Display Advertising – How does it differ from classic Pay per Click?

Display Advertising
Display Advertising

Although the dynamics of precisely reaching the desired target audience are similar to those of PPC, display advertising uses different strategies.

The main advantages that explain the functioning of Display Advertising are the following:

  • Take advantage of the graphic element
  • Ads are placed on the page in a non-invasive way and in places where the visitor’s attention often tends to fall
  • It allows us to differentiate our strategy according to the availability of our budget
  • It is one of the most effective advertising channels
  • Allows you to enjoy the ‘free visibility’ effect

Display advertising formats

Display Advertising
Display Advertising

You don’t have to go crazy to draw amazing or large graphics.

Display advertising formats are predefined by (European and US) standards.

They range from the classic 468 x 60 banner to buttons, from long, vertical skyscreapers to pop-ups (and pop-under).

With Rich Media, on the other hand, the user can interact directly with the advertisement;

Generally, these are elements with an interactive component (audio and video) that increase user engagement.

But whatever the format, one thing is certain: designing, launching and optimising a display advertising campaign requires experience.

For this reason, we recommend that you seek the advice of an expert web agency before starting out in one direction rather than another:

there is the risk of seeing your budget disappear and of not obtaining a single conversion.

Here is one of the best:


5 types of display campaigns for display advertising

Display Advertising
Display Advertising

In Google Ads, display campaigns allow advertisers wishing to promote their brand, product or service,

to display their advertisements on a vast network of websites, taking advantage of the advertising space available there.

The creative created for this purpose is called a banner, and consists of a set of images, videos and text designed to attract the attention of the user.

Display advertising is generally used to build or increase brand awareness and make the brand known to a wider audience.

Through well-designed visual content you can generate interest and potential contacts,

or re-engage the curiosity of users who have already visited a particular website.

The 5 types of display campaigns

Remarketing campaigns

Remarketing campaigns, also known as retargeting,

allow you to reconnect with users who have already visited a particular website in the past,

exposing them to the brand even once they have left a particular website.

This type of display campaign is usually very high performing and capable of excellent ROI.

In fact, Google Ads can be used to add particular code snippets to the pages of a website and set up specific remarketing lists,

Target for site placement

This type of display campaign allows the advertiser to choose which websites to place their ads on,

instead of allowing Google to arbitrarily select the best ones.

This option brings many advantages, proving to be particularly effective and also secure:

Targeting websites related to one’s core business can exponentially increase the effect of this type of display ad.

Target by interest

The ability to target visitors by interest allows you to precisely profile the users to whom you want to show an advertisement.

There are two types of interest targeting, audience segments by affinity and in-market audience segments.

The affinity audience includes all those users that Google has placed in certain categories by analysing their long-term interests:

  • Passions,
  • lifestyle,
  • preferences
  • profile are some characteristics taken into consideration in targeting.

In-market audience segments include users whose purchase intentions have been expressed more or less clearly,

and who Google believes are likely to make a purchase very soon.

They may have recently read reviews or checked prices for a particular product, indicating a likely propensity to buy.

Contextual targeting

This is the form of display advertising that

to search for a relevant website on which to show ads, uses keyword research.

The keywords entered within the display campaign will be used by Google as a basis

The keywords entered the display campaign will be used by Google as a basis for scanning the content of pages on the World Wide Web for relevant sites on which to show the display ad.

Targeting by topic

Topic targeting finally allows the advertiser to express a preference for specific topics that the web pages on which the ad is to be published should cover.

Google will then take care of selecting websites related to the topics of preference in order to match them harmoniously with the banner display.

Tips & Secrets

How to make display averting effective?

As with any advertisement, it is important to have an irresistible offer and a clear call to action,

so that users want to click on the ad and know exactly what they will get when they click on it.

Below are the most important features of an effective display ad:

Landing pages

When a user clicks on your display ad, it is unlikely that they will take exactly the action you want them to take when they are directed back to your website.

Effective display ads take them to specific landing pages, which provide all the information users need to make the CTA.

Real-time offer

Real-time offers can increase the effectiveness of your display ads.

Simple design

Display ads are designed to stand out, but they should not distract or annoy the user.

For this reason, use a clean, eye-catching design with visual elements that attract attention:

Graphics, alternating small and large fonts, complementary colours and eye-catching messaging.

Clear information

Increase brand awareness with your display ad,

make it easy for users to identify your business as quickly as they see your ad.

The name and/or logo of your business should be immediately visible and it should be clear at a glance what you have to offer.

This helps potential customers recognize you and know immediately if your business is relevant to what they are looking for.

3 Step Formula to Making “Display Advertising” Profitabile from Neil Patel

Display Advertising

What is Display Advertising and How it Works. Tips & Secrets

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What is Display Advertising and How it Works. Tips & Secrets


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