A Beginner’s Guide to Display Advertising & Why You Should Use It

The first display ad was seen in 1994, and it has now become common practice in digital marketing with trillions of these ads targeting audiences over the last 30 years. Display advertising is easy to understand, and can be key for many businesses wanting to improve their marketing online. Here is everything that you need to know.

What is Display Advertising?

Display advertising appears on third-party websites and uses video, image, or text elements to market a product or service. There are many types: banner, responsive, retargeting, native, social, discovery, and traditional. A display ads’ ability to utilise eye catching imagery to attract the desired audience’s attention is highly beneficial to a business.

Display ads can range from simple static images and animations, to videos and interactive applications. They provide the opportunity for a business to showcase their creative images across the Google and Bing network with a headline and link. The targeting for display advertising is created using demographics, interests, and topics to pinpoint a relevant user and is therefore excellent for building brand awareness and remarketing.

As a form of Pay-Per-Click (PPC) marketing, display ads are often used in conjunction with search ads, which are ads that appear as a text block at the top or bottom of a page when searching on Google or Bing. They consist of a few headlines and descriptions and show when a users’ search matches the keyword associated with that ad. They are extremely successful in driving firm actions such as leads and sales, and compliment display advertising to produce a strong PPC marketing campaign.

Why you should use Display Advertising

There are numerous benefits to running display ads and our team can help you navigate these and find the right solution for you.

A personalised approach with targeting options

Display advertising has the ability to target your desired audience through both contextual targeting, by specifying keywords and search terms, as well as demographic, interest-based, geographic, and language targeting options. Display ads can also be targeted in a way that search ads cannot, such as using topics and placements. They allow you to place your ad directly in front of the user without waiting for them to search for you, working to grow brand awareness online.

Retargeting can increase ROI

Retargeted ads perform significantly better than a standard display ad, because you are already targeting people that have shown previous interest in the product or service. It keeps your business top of mind for returning users, and allows you to keep your display ads targeted at a relevant audience.

Reach audiences across devices and platforms

Display advertising allows you to connect with your desired audience with no channel restrictions. Instead, audiences can be targeted on whichever channels they choose to use, and this is beneficial in increasing brand awareness on a large scale. Additionally, it gives you the chance to reach your potential customers across different devices, allowing for your branding to be seen throughout a consumers day – from the breakfast social media scroll, to digital-out-of-home, and after work web searches.


Digital marketing agency topclick has an excellent team with proven experience setting up, optimising, and maintaining PPC ads across Google and Bing. We understand that no client is the same, so our campaigns are tailored to each individual goal. Our team has experience across multiple industries generating leads, calls, sales, traffic, and app installs. Drawing on our wealth of knowledge we can help you decide what type of campaign best suits your needs. Contact us today for more information.