Display advertising — visual advertising in Google Display Network
Reach your audience on millions of sites and apps. Visual brand advertising that keeps you in customers’ minds even when they are not searching directly for you.
- 2M+ partner sites
- Responsive Display Ads
- Remarketing included
What is display advertising?
Display advertising is visual (banner) advertising in Google Display Network (GDN). This is a network of 2+ million sites, mobile apps and video platforms where Google shows ads. If you have ever seen a banner on a news site, blog or inside an app — that is GDN.
How Display differs from Search advertising: Search is text, active search, high intent — search → click → purchase. Display is image, passive consumption, low intent — view → memory → later purchase. Display does not catch the buyer at the moment of decision — it builds brand awareness. When the buyer is ready to purchase, they remember your brand specifically because they saw you on GDN.
What professional display advertising includes: strategy and audience segments; visual creatives (banners) in 8+ formats; Responsive Display Ads (Google AI generates combinations); custom audiences (interests, demographics, behavior); remarketing audiences (returning site visitors); lookalike audiences (similar to existing customers); placement targeting (specific sites/categories); frequency capping (limit impressions per user); bid strategies (Max Clicks, Target CPA, Maximize Conversions); brand safety (excluding irrelevant sites); A/B tests of creatives — which banner works best.
Display advertising works on: websites (news, blogs, forums, interest sites), mobile apps (Android + iOS), YouTube (as part of Display format), Gmail (promo inbox), Google Discover.
Minimum recommended budget for display advertising is €300–500/month. Less than that and Google AI does not accumulate enough data for optimization. Sweet spot for SME is €500–2,000/month.
Why display advertising matters
Four reasons visual display advertising belongs in any professional Google Ads strategy.
- 01
Brand awareness — the cheapest channel for reach
People do not buy brands they do not know. Display advertising creates continuous visibility — news portals, blogs, mobile apps. The more people know your brand, the easier it is to convert them later.
- 02
Low CPC compared to Search
A Display click typically costs 5–10× less than a Search click. The same budget gives you significantly more reach — especially useful for branding tasks where the goal is impressions and visibility, not immediate conversion.
- 03
Remarketing opportunities
About 98% of site visitors leave without buying. Display remarketing brings them back — at the right time, with the right message, on the right channel. Remarketing users typically convert at 2–3× the rate of first visits.
- 04
Deep targeting options
We can reach very specific audiences: interests (car enthusiasts, interior fans), demographics (age, gender, income), behavior (past purchases, life stages) and context (which sites and content the ad appears on).
What is included in the Display service?
Eight concrete work streams — from banner design to view-through conversion analysis.
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Strategy and audiences
Defining the target audience: interests, demographics, behavior. Custom audiences for precise targeting. Each segment gets its own message.
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Visual creatives
Creating banners in 8+ formats: 728×90, 300×250, 336×280, 160×600, 320×100, 970×250, etc. Brand-consistent design, adapted for every size.
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Responsive Display Ads
Uploading images + headlines + descriptions, Google AI creates the combinations. Adaptive banners for any placement and device.
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Remarketing audiences
Site visitor segments: viewed product, abandoned cart, purchased. Returning those who did not buy, with different messages per stage.
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Lookalike audiences
Google AI finds people similar to your existing customers. Expanding reach to a quality new audience that does not know your brand yet.
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Placement targeting
Choosing specific sites or site categories. For example — only news sites, or only e-commerce. Full control of placement quality.
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Conversions + view-through
Measuring impressions, clicks, CTR and conversions. Special attention to view-through conversions — when a user sees the ad, does not click, but buys later. The real KPI for brand awareness.
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A/B tests + monthly report
Testing different visual variants. Which banner gives the best CTR — we pick the winner. Monthly report with detailed analytics and next-month plan.
Who needs display advertising?
Four typical situations where display advertising brings clearly measurable value.
- 01
Brand awareness campaigns
You want people to know your brand. Display is the cheapest channel for reach: CPM €1–3 vs €20–50 on other channels. Constant visibility → memory → purchase when the buyer is ready.
- 02
Remarketing on site visitors
98% of site visitors leave without purchasing. Display remarketing brings them back over 2–7 days with a reminder (e.g. abandoned cart). ROI is typically 300–500%.
- 03
E-commerce with visual products
Fashion, furniture, accessories, premium products. Visual display ads show product beauty — which drives conversions better than text ads.
- 04
Launch of new company or product
When nobody knows your brand, display advertising is the most effective way to build awareness. €500–1,000/month → 100,000+ impressions per month. Brand familiarity in a couple of weeks.
How our Display process runs
Five steps — from strategy to a live campaign with constant optimization.
- 01
Strategy and audience research
2–3 business daysDefining the target audience, formats, budget and KPIs. Planning campaign structure and targeting approach.
- 02
Creative design
5–7 business daysCreating banners in 8+ formats. Brand-consistent design. Tested across different sizes and devices.
- 03
Campaign setup
2–3 business daysAudiences, placement targeting, bid strategies, frequency caps. Brand safety lists for placement quality control.
- 04
Launch and monitoring
2–3 business daysGoing live. First days — active monitoring of placements, brand safety and performance. Adjustments as needed.
- 05
Optimization
continuousDaily work: bids, placements, audiences. A/B tests of creatives. Transition to monthly Management for long-term growth.
What you get
A concrete list of what is in your hands after Display setup is complete.
- Visual creatives in 8+ formats
- Configured custom audiences
- Remarketing audiences for the site
- Working Display campaigns
- Conversion and view-through tracking
- Brand safety lists
How much does display advertising cost?
Display advertising is part of our standard plans. Pick a plan based on budget and campaign scope.
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Start
1 campaign, local targeting
€200 setup · €390//month
- ⭐ Most popular
Growth
2–3 campaigns, multi-channel
€400 setup · €590//month
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Premium
Performance Max + multi-channel
€600 setup · €890//month
Ad budget that goes directly to Google is a separate amount — recommended minimum for a Display campaign is €300–500/month, €800+ for brand campaigns.
Frequently asked questions
How is Display different from Search advertising?
Search — text + active search + high intent. Display — image + passive consumption + low intent. Display builds brand awareness, Search catches buyers ready to buy.
What are average CPM and CTR for Display?
CPM (cost per 1,000 impressions) — €1–3 in Estonia. CTR — 0.2–0.5% (low, normal for Display). The main KPI is view-through conversions and brand lift, not raw CTR.
Do I need my own creatives or do you make them?
On the Growth plan — we create responsive ads from your images + texts. On Premium — custom creatives with a designer. If you have ready brand guidelines + visuals, we use them.
How do you avoid impressions on irrelevant sites?
We use placement targeting (only relevant categories), brand safety lists (excluding specific sites), and content exclusions (no adult, violence, controversial). Full control of placement quality.
What are view-through conversions?
When a user sees a Display ad, does not click, but later (within 30 days) comes back and buys directly. This is credit for the Display campaign — the main metric for brand awareness work.
What is the minimum budget for Display?
Minimum €300–500/month. Less than that and Google AI does not accumulate enough data for optimization. Sweet spot — €500–2,000/month for SME.
Can I target only Estonia?
Yes, geo-targeting is precise. We can target Tallinn / Tartu / Pärnu or all of Estonia. Also language targeting (Estonian, Russian, English).