All You Have To Know About Display Ads, Targeting & Ad Content

Why Display Ads?

Display Ads are usually preferred for the following reasons

  • Introduction & Promotion of New Product at lower costs
  • To build awareness of the product usually focuses more on education.
  • To follow up audiences who are already aware of our business or product/services and haven’t made any decision about the purchase or enquiring about the product.


Display ads are much cheaper than the search ad’s and investing here with the right targeting and appropriate content would get the cost per acquisition at an as low price as possible, comparatively the display CPC’s are much lesser than the search CPC’s.

Any wrong action in terms of targeting and serving inappropriate content is a big loss on display and hence one need to have wise planning if they are spending on display ads.

Display ads are always pushed to audiences based on some assumptions and sometimes based on their history or data available.

Targeting Categories

  • In case of assumption it’s purely to create interest in product/service, educate and then sell the product.
  • In case of History or with data it’s a follow up with good offers, or reasons for purchasing their product.

The following are some of the targeting modes used in reaching out the audiences based on assumptions and based on history/data of the audience. The objective of the business decides on the type of targeting to be done.

Targeting Types

  • Keyword based targeting
  • Placement based targeting
  • Keyword + Placement based targeting
  • Interest Based Targeting
  • Based on browsing history
  • Remarketing

Keep in mind:

  • Call out statement: This includes a trigger or something that pushes a customer towards making his decision to purchase a product. It could be very generic or can also be very specific (related to particular service)



  • Call to Action: Call to Action should be there in every text. Sign Up Now, Learn More, Know More, Call our experts now, Get in touch with our experts are all specific CTA’s. This CTA could vary as per the content.


Make sure the content is to the point and short, don’t have too lengthy texts on image ads.

Writing display content based on Targeting:

Keyword only Targeting:

In keyword only targeting the campaign owner makes an assumption that customer who is reading a content related to their products/service on the internet could be interested in purchasing or enquiring about it and hence serves information of their product/Service.

Campaign owner also assumes that the user is already aware of their product and there is no need of product/service education. In this case the display banner text will be written as follows:

Text1- Pushing the service directly (It’s a product/service name mention)

Text 2- Call out statement/s

Text 3- Call to Action

Eg: Person reading an article that has SEO Services related words/terms and there is a high possibility of person already aware of what it mean and hence the ad content will be as follows:

Text 1- Best SEO Agency

Text 2-

  • Serving Fortune 500 Companies
  • Highly Skilled professionals/Domain Experts
  • Proven Track Record
  • 40% Discount for first three customers

Text3- Know More

Note: Here a specific product or Service can be mentioned in the Display content, no need of generic content.

Here the generic can be Digital Marketing Services, the specific one is SEO, as audience is reading about SEO and mentioning SEO would get more traction.

Placement only Targeting:

Here the targeting is purely based on an assumption that specific group of audiences browse specific types of websites and we assume that they could be also interested in our product/service.

In this case the audience might not be completely aware of our product/service, hence the education or creating Curiosity or both of it about the product/service are very much required.

Text1- Content to Grab Their Attention

Text 2- Content that introduces the product/Service

Text3- Call To Action


In case if an audience is browsing a stackoverflow website and our product/Service is Training and the ad content will be as follows,

Text1- Upskill to reach new Heights in Career

Text2- Professional Courses Training

Text3- Know More!

Note: Here placing a content for Specific product would not gain much traction as campaign manager will not have enough clarity on the audience interested technology/methodology and hence the serving the generic content and landing them on the multiproduct/multiservice page reaps more benefit.

Keyword + Placement Targeting:

This targeting is a combination of both keyword targeting and placement and hence this particular method allows campaign manager to serve specific content and the placement just narrows down the targeting with an advantage of better CTR’s.

In this specific type of targeting campaign manager will be able to achieve a better quality reach by serving to more relevant audiences.

Based on Browsing History only targeting:

Here a domain/industry specific content serving can be more impactful rather than the product/service specific content, as campaign manager have information of audience who have browsed similar products or websites but not the same product and hence product/service specific content will not gain much traction.

The ad text can be same as the placement targeting ad text.


Based on Interests targeting:

The interest’s data available cannot assure you that the audience will be knowing about our product/service and in case if he/she is aware they might not be interested in it. Serving content to this group of audiences would not fetch much returns and hence this targeting is always used in any of the above combinations or all of the above combinations and hence ad content is based on respective targeting type.


In remarketing the ads are served to audiences who have visited our website prior and in this case we will have information about the product/service customer has browsed and hence the specific product/service related ad can be served to audience.

Here the audience already know about the product/service about the company/business providing the product/service and hence the ad text focus should be more on creating curiosity/interest, communicating brand value, posing questions or making them to pose a question along with call out statement/s.

Text1- Curiosity/interest/ Brand value/Posing Question/Making audience to pose a question/Reminder

Text 2- Call out statement

Text3- Call to action


Text1- What Are you Waiting For?


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Text 3- Register Now!

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