Google Display
Display ads on thousands of websites
At O&O, we help you create effective and targeted display ads that build brand awareness and drive conversions.
Google Display Advertising is a powerful way to reach new potential customers — and it can play a vital role in your digital marketing strategy.
Using the Google Display Network (GDN), you can place visually engaging ads across thousands of websites, providing your brand with outstanding reach and visibility.
Generate new leads through targeted exposure
To increase brand awareness and grow market share, we use GDN to expose your ads to a wide — yet highly targeted — audience segment.
This allows you to reach users who may not yet know your brand, but who fit your ideal customer profile. The result? Increased awareness and a stronger presence in your market.
We also use Google Display for retargeting — showing ads to users who have previously visited your website without converting.
This helps reignite their interest and guide them further through the decision-making process.
From our experience, Google Display is also highly effective for generating cost-efficient, relevant traffic from users who haven’t yet engaged with your brand but are likely to be interested in your products or services.
Want to align your display strategy with the right objectives? Talk to O&O – we’ll help you create a campaign that delivers measurable results at every stage of the customer journey.
The most common marketing objectives for Google Display
1. Increase brand awareness
One of the most frequent goals is to raise brand visibility. Google Display ads allow you to showcase your logo, products, and messaging in a visual, eye-catching way across relevant websites.
2. Raise awareness of specific products or services
Display ads are ideal for introducing potential customers to particular products or services. Even without an immediate conversion, repeated exposure builds familiarity and product recognition.
3. Drive website traffic
Display ads can effectively attract users to your website or a specific landing page — even if they are not actively searching for your products.
4. Generate leads
Used strategically, display ads can help capture leads — such as newsletter signups, webinar registrations, or whitepaper downloads.
5. Remarketing (recapturing past visitors)
Remarketing with display is a highly effective strategy to re-engage users who previously visited your site. It reinforces your brand and encourages them to return and convert.
6. Support the customer journey
Display ads can support users at different stages — from awareness to consideration and conversion — using segmentation to tailor messaging to where the user is in their journey.
7. Promote offers, events, or campaigns
Display ads are effective for short-term promotional goals, such as highlighting discounts, limited-time offers, or seasonal events.
8. Improve customer engagement
Display ads can also keep your brand top-of-mind with existing customers — by announcing new products, encouraging repeat visits, or reactivating dormant users.
9. Drive store visits or events attendance
For brick-and-mortar businesses, Display banners can help drive footfall to physical locations or events through localised targeting and geo-specific placements.
Google Display banners are most commonly used to build brand awareness, drive traffic to your website, and engage potential and existing customers. Each objective aligns with specific KPIs, enabling you to measure success and refine your strategy over time. Whether your goal is visibility, engagement, or conversion — Google Display can help you get there with visual impact and strategic reach.
Responsive vs. HTML5 display sds: Which is right for you?
Responsive display ads offer a fast, flexible way to reach a broad audience. These ad formats automatically adjust to different screen sizes and placements, making them ideal when you want to maximise reach and simplify campaign management through automation.
In contrast, HTML5 Display Ads give you full creative control, enabling advanced interactivity and highly customised visuals. This format is best suited for brands seeking a strong creative identity or a more immersive user experience.
What it takes to get the best ad quality?
Ad quality is a crucial factor in determining how Google evaluates and ranks your ads. Higher ad quality can significantly improve both visibility and cost-efficiency.
Why optimisation matters?
Ongoing optimisation is essential for improving ad quality and campaign results. A high Quality Score can lead to lower cost-per-click (CPC), better ad positions, and, increased visibility to the right audiences. By regularly adjusting creatives, targeting, and messaging based on performance data, your campaigns remain effective — driving stronger engagement and a higher return on investment.
Google Display vs. Google Search Advertising
Google Display ads and Google Search ads is push and pull marketing.
Google Display ads push your message to users who may not be actively searching for your product or service. They are ideal for:
Downsides include lower user intent and broader targeting, which may lead to lower conversion rates if not refined.
Google Search ads attract users who are already searching for your solution. They typically lead to:
Limitations include smaller reach, keyword competition, and potentially higher costs per click for competitive terms.
Combining push and pull in marketing
To support every stage of the customer journey, we often recommend combining both push (Display) and pull (Search) strategies. While Display builds visibility and awareness, Search converts intent into action — creating a full-funnel approach that attracts, engages, and converts.
Why choose O&O?
At O&O, we combine data-driven strategy with creative excellence to build Google Display ads that both engage and convert. We tailor every campaign to your business goals and keep up with Google’s latest best practices and algorithm updates. Furthermore, we continuously monitor and optimise for performance and work collaboratively with your team to ensure alignment and results. Whether you’re starting with Display, Search, or both — we help you choose the right strategy and format to maximise your digital impact.
Want to improve your digital advertising strategy with the right mix of creativity and data?
Contact O&O for a customised Google Ads solution that delivers measurable results.
Call 36 92 75 00 or send an email to info@o-o.dk
