Retargeting & Display

It’s time to convert.

Do you want more visitors to return to your website as customers? Retargeting and Display Ads are two very effective methods to bring people back to your website and entice them to convert.

Display Ads

Display ads are a form of pay-per-click advertising. Display advertising targets people who are engaged in consuming content rather than actively searching for a product or service at the moment when the ad appears.

Display advertisements promote your business when consumers are watching YouTube videos, checking Gmail, or using apps and browsing online.

Display ads can come in many different forms:

Static Image banners
Animated HTML5 Ads
Custom ads in Gmail
Image ads displayed in mobile apps

Display campaigns can help you:

Promote your brand
Generate brand or product awareness
Increase sales
Get more leads

Display ads allow you to connect with more potential customers with optimization options like:

Keywords
Demographics
Location
Remarketing

All the above options are ways to encourage people to notice your brand and get them to take action regarding your products or services.

Retargeting

Retargeting is a form of online advertising that can keep your brand in front of bounced traffic after they leave your website. Once a user has visited your website you can place them in a group, serve ads to them and entice them to come back and convert.

We can utilize retargeting technology to serve customized display ads about your company or product a user recently searched for, reminding them of their purchase intent.

Retargeting can be used as a stand-alone service, or it can be combined with search and/or display advertising.

Remarketing is a proven strategic component of a successful online advertising strategy. It connects your brand with people who previously interacted with your website or mobile app. This form or advertising allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites.

Standard Remarketing

Showing ads to people who recently visited your website or app.

Dynamic Remarketing

This is a type of remarketing that includes products or services that people viewed on your website or app.

Remarketing Lists for Search Ads

Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website.

Video Remarketing

Show ads to people who have interacted with your videos or YouTube channel.

Customer List Remarketing

Yes, link building — just like SEO. Links are important for showing app store authority and generating referral impressions.

Display Ads FAQs

What is the learning phase for Google?

Every campaign with an automated bidding strategy will go through an initial learning phase of 7 days after we push play. When your ads go live or you edit your bidding strategy in Google, the automated bidding algorithm doesn’t yet have the proper data inputs to know how much to bid on the people most likely to convert. To gather the right data and learn who is most likely to buy your product or sign up for your service, the algorithm serves your ads to people all over the spectrum—using different browsers, behaviors, backgrounds, demographics, location, etc. Over time, it begins to learn which of these combinations makes the user the ideal one to complete your goal. It will bid more on people more likely to complete the desired action of the campaign and less on those unlikely to do so.

Can I expect my campaign to be successful right away?

If you’re starting from scratch, most likely not—it takes time to gather data and analyze what is and isn’t working. When running any campaign, it’s best to analyze the data for 2-4 weeks before making any major changes. Once you have gathered the data, you can then start to make more major optimizations to your campaign.

What is Quality Score?

In order to run a successful Google Ads campaign, it’s important to understand what quality score is and how it can affect your overall PPC efforts. Quality score is Google’s assessment and rating of keywords, ads, and landing pages in relation to keyword targeting. Quality score is ranked on a scale of 1-10 and is determined by the following factors:

  • Click thru rate (CTR)
  • Relevance of each keyword to its ad group
  • Landing page experience 
  • Ad text relevance 

The closer your keywords, ad copy, and landing pages are to each other, the higher your quality score will be. Generally speaking, the higher the quality score in Google Ads, the lower your cost per conversion will be.

What are the differences between Search & Display Ads on Google?

While search & display are two types of advertisements that can be run through Google, they serve different purposes. Search advertising focuses on serving users’ text ads based on the keywords they search on Google, whereas display advertising are ads that appear on other websites across the internet that have partnered with Google. Display advertising is a great way to generate awareness of your brand or service. It can also be used for retargeting users who have previously visited your site—enticing them with specific promotions to draw them back.

How much does Google Ads cost?

With Google Ads, advertisers can work with almost any budget. There are no spend requirements, and you can stop your ads at any time. However, your industry will somewhat dictate what your average cost per click will be.

How does Google Ads work?

Google Ads works by displaying customized ads to users based on the keywords they are searching on Google. Keywords are typically focused around products or services a given advertiser is trying to show for. 

  • Start by determining what your overall goal is with Google Ads. For example, do you want to drive online sales, get leads by encouraging people to take action on your site, or get the right people to visit your website?
  • Next, you will want to determine where you want your ads to appear. Google gives you the option to target by radius, zip code, city, state, or an entire country.  
  • Finally, you will want to determine your monthly budget and create compelling ads and extensions.  

Once your ads are approved, you will start serving to users based on your keywords and geo-targeting. You will only be charged when a user engages with your ads—this includes clicks and calls to your business.

What is Google Ads?

Google Ads is an online advertising platform designed for advertisers to sell and promote their products and services on Search, Display, and YouTube. Google Ads also allows advertisers to select specific goals for their campaigns. For example, you can focus on driving phone calls, website purchases, app downloads, or website visits. With Google Ads, advertisers have complete control and flexibility to tailor their budget, targeting, and ad copy. Advertisers also have the ability to start and stop serving their ads at any time.

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