Where display ads appear
- On news sites, blogs and apps, through ad networks such as the Google Display Network
- On YouTube and other video platforms
- In social media feeds
- Through programmatic platforms that buy ad space across many sites
What display ads are good for
- Brand awareness: reaching many people at a low cost per thousand impressions.
- Remarketing: reminding people who have visited your site to come back.
- Launches and offers: showing a new product to the right audience.
Challenges
Many people ignore banner ads or use ad blockers, and click-through rates are usually well under 1%. Measure view-through conversions and the effect on branded searches, not just clicks, and make the ads relevant to the people who see them.