{"id":281428,"date":"2021-08-26T17:43:07","date_gmt":"2021-08-26T15:43:07","guid":{"rendered":"https:\/\/www.isoladicomunicazione.com\/google-display-ads-what-they-are-and-how-they-can-help-you\/"},"modified":"2025-01-09T11:20:59","modified_gmt":"2025-01-09T10:20:59","slug":"google-display-ads-what-they-are-and-how-they-can-help-you","status":"publish","type":"post","link":"https:\/\/www.isoladicomunicazione.com\/en\/google-display-ads-what-they-are-and-how-they-can-help-you\/","title":{"rendered":"Google Display Ads: what they are and how they can help you"},"content":{"rendered":"\n<p>Along with the <strong>search network<\/strong>,<strong> Google Ads display network ads<\/strong> are among the main <strong>means<\/strong> we have at our disposal <strong>to make our business known online<\/strong>. However, the <strong>requirement<\/strong> to use them to the fullest is always the same: <strong>know them thoroughly <\/strong>. In fact, it is necessary to know: <\/p>\n\n<ul class=\"wp-block-list\">\n<li>the <strong>types of ads<\/strong> we can create<\/li>\n\n\n\n<li>What are the <strong>bidding strategies<\/strong> that enable us to achieve our goals quickly<\/li>\n\n\n\n<li>what <strong>advantages<\/strong> can we have<\/li>\n<\/ul>\n\n<p>Continue reading the article to find out how to make the most of this tool with <strong>Isola di Comunicazione<\/strong>!<\/p>\n\n<h2 class=\"wp-block-heading\">The definition: what are Google Display Ads<\/h2>\n\n<p>As with <strong>the <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/what-google-ads-search-network-ads-are-and-how-they-work\/\">search network<\/a><\/strong>, <strong>Google Display Ads<\/strong> are <strong>paid advertisements<\/strong> that the world&#8217;s most widely used search engine shows to users. There are differences, however: <\/p>\n\n<ul class=\"wp-block-list\">\n<li>In the <strong>search network<\/strong> the advertisements are shown in the <strong>SERP<\/strong> (Google&#8217;s results page); in the <strong>display network<\/strong> they are placed in the advertising spaces of <strong>partner sites<\/strong> and will therefore be seen not in the search phase, but at different times. If we use them <strong>together<\/strong> it is therefore possible to be shown on <strong>more than 2 million websites.<\/strong> <\/li>\n\n\n\n<li>Sponsored content <strong>for the search network<\/strong> consists of <strong>text only<\/strong>, and only recently was the beta version of the<a href=\"https:\/\/www.isoladicomunicazione.com\/insight\/estensione-immagine-rete-di-ricerca-novita-google\/\"><strong>image extension<\/strong><\/a>. In contrast, in the <strong>display network<\/strong>, advertisements also include <strong>photographs<\/strong>, <strong>graphics<\/strong>, <strong>videos<\/strong> and <strong>logos<\/strong>, and can thus be made highly <strong>engaging<\/strong> to attract <strong>more users<\/strong> to one&#8217;s <strong>web page<\/strong>. <\/li>\n<\/ul>\n\n<p>From these <strong>features<\/strong> alone, we understand well that the <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/online-advertising-agency\/\"><strong>online advertising<\/strong><\/a> is an excellent opportunity to reach <strong>quality customers<\/strong>, that is, those who are really <strong>interested in our product or service<\/strong>.<\/p>\n\n<p>So let&#8217;s see now:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>The <strong>best Google Ads display ads<\/strong> to promote a business activity<\/li>\n\n\n\n<li><strong>Two of many possible strategies<\/strong> for finding the users most likely to turn into customers<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">Google Ads adaptive display ads<\/h3>\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"591\" src=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2022\/09\/annunci-display-google-ads-adattabili.jpeg\" alt=\"Google Ads adaptive display ads\" class=\"wp-image-250071\" srcset=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2022\/09\/annunci-display-google-ads-adattabili.jpeg 1024w, https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2022\/09\/annunci-display-google-ads-adattabili-300x173.jpeg 300w, https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2022\/09\/annunci-display-google-ads-adattabili-768x443.jpeg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Google Ads adaptive display ads<\/figcaption><\/figure>\n\n<p><strong> Adaptable Google Ads display ads<\/strong> are among the best <strong>performing<\/strong> within the different types of <strong>illustrated ads<\/strong> that you can create. The reasons for this success are mainly 2: <\/p>\n\n<ol class=\"wp-block-list\">\n<li>display ad<strong>optimization<\/strong> <\/li>\n\n\n\n<li><strong>major coverage<\/strong><\/li>\n<\/ol>\n\n<h4 class=\"wp-block-heading\" id=\"ottimizzazione\">The optimization of Google display ads<\/h4>\n\n<p>This type of advertising also consists of a <strong>text part<\/strong> and a<strong> visual part<\/strong>, with logos, images and videos. However, once created, it will then be the search engine that will <strong>optimize it<\/strong> by evaluating the most suitable <strong>combinations of<\/strong> images, videos and text to achieve the<strong>goal<\/strong>. <\/p>\n\n<p>In fact, Google makes money <strong>every time a user performs an action<\/strong> on a paid ad that is proposed to him (clicks on it, makes a purchase on the landing page, fills out the contact form). Therefore, it is in his interest to <strong>promote our business as best<\/strong> he can so that both <strong>his income<\/strong> and <strong>the number of visits<\/strong> to our site increase. <\/p>\n\n<h4 class=\"wp-block-heading\" id=\"maggiorecopertura\">The increased coverage of Google display ads<\/h4>\n\n<p>An additional <strong>advantage<\/strong> of adaptables is then the fact that they are shown <strong>on all Google partner sites<\/strong>, thus allowing us <strong>greater coverage<\/strong>. In addition, once they are embedded in all these portals they result as <strong>native<\/strong>. <\/p>\n\n<p>This means that they<strong> blend seamlessly<\/strong> with the<strong> structure of the site<\/strong> hosting them, taking up its <strong>fonts<\/strong>, <strong>fonts<\/strong> and <strong>format<\/strong>. By doing so, the advertisement will fit into any ad space, look <strong>less contrived<\/strong> and <strong>will not bother<\/strong> the user. <\/p>\n\n<h3 class=\"wp-block-heading\">2 strategies for your display campaign<\/h3>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2022\/09\/campagna-display-google-ads.jpeg\" alt=\"\" class=\"wp-image-250074\"\/><\/figure>\n\n<p>Among the many possibilities, there are <strong>two very effective strategies<\/strong> for creating a high-performing <strong>display campaign<\/strong>:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Remarketing<\/strong> &#8211; This consists of showing our advertising to <strong>users who have already visited our site<\/strong> in the more or less recent past, <strong>reminding them<\/strong> of our existence. It is very effective for <strong>retrieving a user<\/strong> who on first visit was simply looking for information about the products or services we sell. Or, to <strong>improve recollection and consideration of the company<\/strong> in the perception of customers in our target market.  <\/li>\n\n\n\n<li><strong>Targeting<\/strong> &#8211; By understanding the <strong>characteristics of customers<\/strong>, we can show the ad only to users of a certain <strong>age group<\/strong>, a certain <strong>gender<\/strong>, a specific <strong>residence<\/strong> or based on data <strong>behaviors<\/strong> people have held on the web in the past. Not only that, we can also decide to place our ad only on those <strong>sites related to our industry<\/strong>. In fact, <strong>Google<\/strong> knows perfectly well the<strong>general topic of all <\/strong>existing<strong>web pages <\/strong>and will select only those that talk about <strong>topics related to our product<\/strong>.  <\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">How much do Google Ads display ads cost<\/h2>\n\n<p>Knowing the cost and how you pay for Google Ads display ads is critical to understanding what budget to allocate to digital marketing. The search engine provides us with 3 types of offers to choose from: <\/p>\n\n<ol class=\"wp-block-list\">\n<li>The<strong> Cost-per-Click (CPC)<\/strong> &#8211; In this case, we pay only <strong>when a user clicks on the ad<\/strong> shown by Google and is taken to our page<\/li>\n\n\n\n<li>The <strong>Cost-per-Thousand-Impression (CPM)<\/strong> &#8211; Every time our advertisement is shown <strong>1000 times (even without any clicks!)<\/strong>, the search engine will ask us to pay a certain amount<\/li>\n\n\n\n<li>The <strong>Cost-per-Acquisition (CPA)<\/strong> &#8211; We pay only when a <strong>conversion<\/strong> occurs, that is, when those who arrive on our page by clicking on an ad space perform a<strong>valuable action<\/strong>. For example, they <strong>write<\/strong> us <strong>an email<\/strong>, <strong>buy<\/strong> on our e-commerce, <strong>join<\/strong> our newsletter. <\/li>\n<\/ol>\n\n<p>To better understand how it works, we need to think about <a href=\"https:\/\/www.isoladicomunicazione.com\/insight\/google-ads-e-il-nuovo-nome-di-google-adwords\/\"><strong>Google Ads<\/strong><\/a> as a <strong>perennial and very fast auction<\/strong>. In fact, anyone who creates an ad chooses the<strong> keywords<\/strong> that are most interesting to them and sets the <strong>maximum amount they are willing to spend<\/strong> to appear in that search string. <\/p>\n\n<p>Whenever a user searches for something on the Internet, Google initiates an<strong>auction<\/strong> in which it evaluates the <strong>relevance<\/strong> and <strong>quality<\/strong> of the ad with respect to the words searched, its <strong>likelihood of capturing<\/strong> the user&#8217;s <strong>attention<\/strong>, and the<strong>bid made<\/strong>. On these evaluations, a <strong>ranking<\/strong> is created with all advertisers interested in appearing in that given search. <\/p>\n\n<p>Whoever ranks highest wins the <strong>top positions<\/strong>, i.e., <strong>the top SERP spots<\/strong> for the <strong>search network<\/strong> and the <strong>partner sites most in line<\/strong> with our page for the<strong> display network.<\/strong> If you want to learn more, read our article on <strong><a href=\"https:\/\/www.isoladicomunicazione.com\/insight\/quanto-costa-google-ads\/\">how much Google Ads costs<\/a><\/strong>. <\/p>\n\n<p>Ultimately, <strong>creating campaigns with Google Ads<\/strong> is a <strong>strategic<\/strong> game in which you need <strong>great copy<\/strong>, quality <strong>graphics<\/strong> and <strong>images<\/strong>, and <strong>skill in defining your offer<\/strong>.<\/p>\n\n<h2 class=\"wp-block-heading\">A campaign with Google Ads display ads: the benefits<\/h2>\n\n<p>Summarizing what has been said so far, <strong>Google&#8217;s display ads<\/strong> have these <strong>advantages<\/strong>: some of these advantages are of display ads, others of google in general<\/p>\n\n<ul class=\"wp-block-list\">\n<li>exploit the<strong>visual element<\/strong> in addition to <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/copywriting-agency\/\">copywriting<\/a><\/li>\n\n\n\n<li>are placed within partner sites <strong>without being invasive<\/strong>, but still in places on the page that the user&#8217;s eye often falls on<\/li>\n\n\n\n<li>Have much <strong>lower<\/strong> <strong>costs per click<\/strong> than the<strong> search network<\/strong>, aligning with the costs per click of <strong>Facebook<\/strong> and <strong>Instagram<\/strong><\/li>\n\n\n\n<li>Can come into <strong>contact<\/strong> with the user <strong>while enjoying a wide variety of content<\/strong> on the web<\/li>\n\n\n\n<li>are most useful in the <strong>brand awareness<\/strong>, <strong>consideration<\/strong> and <strong>remembrance<\/strong> phase of the product and\/or service offered<\/li>\n<\/ul>\n\n<p>Plus, like other Google campaigns:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>give us <strong>several budget management options<\/strong> to choose from based on our <strong>goals<\/strong><\/li>\n\n\n\n<li>we can <strong>constantly monitor the progress of listings<\/strong> to make appropriate <strong>changes<\/strong> and <strong>improvements<\/strong><\/li>\n\n\n\n<li>we are allowed to <strong>create individual ads<\/strong>, <strong>or groups of ads<\/strong> that work in synergy, allowing for tests and performance comparisons<\/li>\n\n\n\n<li>by leveraging <strong>machine learning<\/strong>, we will always have the <strong>best algorithm in the world<\/strong> to find the <strong>optimal combination of text and images<\/strong>, thus increasing the chances of getting <strong>results<\/strong><\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">The skills needed to develop effective Google Ads display ads<\/h2>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2022\/09\/sviluppare-annunci-google-ads-efficaci.jpeg\" alt=\"\" class=\"wp-image-250075\" srcset=\"https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2022\/09\/sviluppare-annunci-google-ads-efficaci.jpeg 1024w, https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2022\/09\/sviluppare-annunci-google-ads-efficaci-300x169.jpeg 300w, https:\/\/www.isoladicomunicazione.com\/wp-content\/uploads\/2022\/09\/sviluppare-annunci-google-ads-efficaci-768x432.jpeg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<p>Despite the <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/?page_id=281950\"><strong>web marketing<\/strong><\/a> may seem like a <strong>simple discipline<\/strong>, there are <strong>skills<\/strong> behind every single listing that you need to <strong>master with ease<\/strong>. Especially when we consider that, exactly as in reality, <strong>online<\/strong> <strong>promotion of a business<\/strong> is only the <strong>final part of<\/strong> a <strong>business project<\/strong>. <\/p>\n\n<p>For example, as the first thing you need to <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/web-sites-realization\/\"><strong>make a website<\/strong><\/a>, <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/e-commerce-site-realization\/\"><strong>develop an e-commerce<\/strong><\/a> o <strong><a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/landing-page-creation\/\">create a landing page<\/a><\/strong> that are <strong>responsive<\/strong> and <strong>fast loading<\/strong>, as well as having <strong>excellent content<\/strong> written with a view to <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/search-engine-positioning\/\"><strong>SEO<\/strong><\/a>. In fact, a <strong>sloppy portal<\/strong> on the one hand is unlikely to be promoted by <strong>Google<\/strong>, and on the other hand will not lead to any hits even if a user visits it. <\/p>\n\n<p>Not only that, once you have set up the backbone of your digital home, you need to furnish it. Therefore, both<strong> flowing and relevant texts<\/strong> and <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/graphic-design-studio\/\"><strong>graphic designs<\/strong><\/a> appealing that facilitate navigation and make it a pleasant experience for the user. In addition, even the <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/social-media-management\/\"><strong>social media<\/strong><\/a> require the same dedication because they are an <strong>integral part of<\/strong> our <strong>page<\/strong> and <strong>online presence<\/strong>.  <\/p>\n\n<p>Only at this point can one deal with the <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/services\/google-ads-campaign-management\/\"><strong>management of Google Ads<\/strong><\/a>.<\/p>\n\n<h3 class=\"wp-block-heading\">Isola di Comunicazione: a Certified Google Partner for your display ads<\/h3>\n\n<p>For all these reasons, the <a href=\"https:\/\/www.isoladicomunicazione.com\/en\/web-agency-milan\/\"><strong>web agency in Milan<\/strong><\/a> <strong>Isola di Comunicazione<\/strong> aims to help all businesses create their <strong>digital identity<\/strong> consistently in all the spaces they can inhabit.<\/p>\n\n<p>We will analyze together how to structure your <strong>website<\/strong>, what <strong>social apps<\/strong> are essential to have to achieve your goals, what features your <strong>graphics<\/strong> should have to communicate your <strong>values<\/strong>, and how to set up <strong>Google advertising.<\/strong><\/p>\n\n<p>We are <strong>Google Certified Partner<\/strong> and for <strong>over 10 years<\/strong> our specialization has been<strong>digital advertising.<\/strong> But we haven&#8217;t stopped at just Google: we also have the certified <strong><a href=\"https:\/\/www.isoladicomunicazione.com\/pubblicita-per-la-russia-yandex-direct\/\">Yandex<\/a> <\/strong>which allows us to operate effectively also on the <a href=\"https:\/\/www.isoladicomunicazione.com\/insight\/il-motore-di-ricerca-russo-yandex\/\"><strong>leading Russian search engine<\/strong><\/a>. <\/p>\n\n<p><strong><a href=\"https:\/\/www.isoladicomunicazione.com\/en\/contact\/\">Contact us<\/a> <\/strong>to tell us about your project and to make sure your investment in Google Ads really brings valuable results!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Along with the search network, Google Ads display network ads are among the main means we have at our disposal to make our business known online. However, the requirement to make the best use of them is always the same: know them thoroughly. Continue reading the article to find out how to make the most of this tool with Isola di Comunicazione!  <\/p>\n","protected":false},"author":9,"featured_media":277677,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[95],"tags":[],"class_list":["post-281428","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-strategies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Display Ads | Isola<\/title>\n<meta name=\"description\" content=\"Google Display Ads: How Do They Make Your Business&#039; Online Advertising Effective? 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