Display reminds the people who were already here
Image ads across millions of websites and apps. Rarely profitable as cold outreach, often the cheapest channel in the account as a reminder to past visitors.
Request your free analysisWhat a Display campaign is made of
Audiences
Visitors who did not enquire and abandoned baskets already know you. A cold-bought interest segment does not, and that distinction is exactly where Display either earns money or burns it.
How we set up Display and retargeting
The order matters more than usual here: without lists, Display is a watering can.
Lists first: visitors who did not enquire, basket abandoners, existing customers. They need a few weeks to fill, which is why they come at the start and not at the end.
Logo, images in several aspect ratios, short headlines. We supply enough material for the automation to combine, rather than repeating a single visual.
One reminder helps, twenty are a nuisance. We cap how often the same person sees your ad in a week.
Every week the apps and sites that spend budget without delivering come off the list. Without that list, part of the budget wanders into gaming apps.
When Display is worth it
Display is worth it where it reminds someone. Where it has to convince someone, rarely.
Good fit
- Enough website visitors for a retargeting list to fill at all.
- An offer with a consideration period, the kind people look at twice.
- Usable imagery, logo included.
Poor fit
- A new offer with no visitors. There is simply nobody to remind.
- An impulse purchase, where nothing sits between interest and order.
Is this worth it for your offer?
Send us your website. We will look at whether this campaign type suits your market, and tell you when the answer is no.
Which campaign type is for what
Each type picks up a different kind of demand. Which one is right for you depends on whether that demand already exists or still has to be created.
made to measure furnitureSearch campaignsText ads above the search results, triggered by what someone is typing right now. The most direct route to demand that already exists.Read more 
SearchShopVideoMailPerformance MaxOne campaign for Search, Shopping, YouTube, Display, Gmail and Maps. You set the goal, the assets and the signals; the automation handles the split.Read more 
€1,290furniture-example.comShopping adsImage, price and shop name directly in the search results. What gets served is decided by your product feed, not by ad copy.Read more
Frequently asked questions
Here you will find the most important questions and answers about our services, how we work and what a collaboration looks like. If your question is not here, just get in touch – we are happy to help personally.
Where do Display ads appear?
On websites and in apps that serve Google ad space, and in Gmail and on YouTube. That is millions of places, which is why the question is not where the ad can appear but where you do not want it.
Is Display worth it for cold outreach?
Rarely. Anyone who sees your ad without knowing you was busy with something else, and the click rate reflects that. As a reminder to people who have already been on your website, Display is often the cheapest channel in the account.
What is retargeting?
Advertising seen only by people who have already been with you: visitors who did not enquire, abandoned baskets, existing customers. It needs lists that fill over weeks, which is why retargeting is not a channel you start on a single afternoon.
How often does someone see my Display ad?
As often as you allow. Without a limit the same person sometimes sees your ad several times a day, which damages your brand rather than helping it. We cap the frequency per person per week and check it in the report afterwards.
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