Display advertising — Banner & image ads

Visual ads — images, banners and responsive ads — shown on websites, apps and YouTube.

What it means

Display advertising means visual ads, such as images, banners and responsive ads, that appear on websites, apps and YouTube. Unlike search ads, which show when someone is actively looking for something, display ads reach people who may not be searching for you right now.

How it works

In Google Ads, display ads run on the Google Display Network, a huge group of websites and apps, plus YouTube and Gmail. The most common format is the responsive display ad: you upload images, logos, headlines and descriptions, and Google arranges them to fit each space. You can also upload ready-made banners in standard sizes, such as 300 x 250 or 728 x 90.

You choose who sees your ads using targeting options such as:

  • Audiences: people interested in a topic, or people who visited your website (retargeting).
  • Content: specific topics, keywords or chosen websites, called placements.
  • Location and demographics: city, age range and so on.

Depending on your bidding, display is usually paid for by impressions (CPM) or by clicks (CPC).

A simple example

A Pune café opens a new branch in Baner. It runs responsive display ads showing its signature cold coffee to people within a few kilometres who are interested in food and cafés. It also retargets people who visited its online menu but didn't order, reminding them with a "Free cookie on your first visit" offer.

Why it matters

Display is good for awareness, getting your name in front of lots of people at a low cost, and for retargeting people who already know you. It is usually weaker than search ads at capturing ready-to-buy demand, so judge it against the right goals.

Beginner tips

  • Use clear images, your logo and one simple message; people glance, they don't read.
  • Check the placement report and exclude poor-quality sites and apps.
  • Use content exclusions to keep your brand away from unsuitable pages.
  • Common mistake: expecting display clicks to convert like search clicks.

Related: Retargeting, CPM, Ad creative