Display Advertising on Google Display Network

Display advertising shows image and video ads to your target audience on websites, apps and YouTube through the Google Display Network; we plan audiences, prepare banners, choose placements and track what the ads bring in GA4.

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In short

Display ads reach people before they search for your product and remind those who already know you.
Targeting uses audiences: interests, in-market segments, custom segments, your site visitors and customer lists.
We prepare responsive display ads and banner sets, and exclude sites and apps that do not fit your brand.
Results are measured by conversions and assisted conversions in Google Ads and GA4.
Our fee depends on campaign scope; the ad budget is paid to Google separately.

What display advertising includes

Campaign strategy. Goal of each campaign: reach, consideration, remarketing or leads, and the KPIs for it.
Audiences. Affinity and in-market segments, custom segments built from keywords and competitor sites, remarketing lists and Customer Match.
Creatives. Responsive display ads with images, logos and headlines, plus banner sets in standard sizes and HTML5 where needed.
Placements. Chosen sites, apps and YouTube channels, and exclusion lists for mobile games, parked domains and sensitive content.
Campaign types. Standard Display, Demand Gen and Performance Max, depending on goal and available conversion data.
Frequency and schedule. Limits on how often one person sees the ads, and schedules by day and hour.
Tracking. Google tag and Google Tag Manager, GA4 conversions and view-through conversion settings.
Reporting. Reach, frequency, clicks, conversions and cost per result by audience and placement.

When display ads make sense

Display works well when buyers do not yet search for your product, when you launch something new, when the sales cycle is long and people need reminders, and for remarketing to visitors who left without ordering. Because users are not searching at that moment, click-through rates are lower than in search ads, and we judge display by conversions and assisted conversions. The landing page matters as much as the banner: a bright ad that leads to a slow or confusing page wastes the click.

How we run display campaigns

Goals and tracking. We agree KPIs and check that conversions are tracked correctly.
Audiences and placements. We build audiences and lists of placements and exclusions.
Creatives. We prepare responsive ads and banner sets for approval.
Launch. We launch campaigns with frequency caps and budgets.
Optimisation. We cut weak placements and audiences and test new creatives.
Reporting. Monthly report with results by audience, placement and creative.

Display Advertising process: goals and tracking, audiences and placements, creatives, launch, optimisation, reporting — How we run display campaigns

How long does display advertising take to show results?

In our experience, a display campaign usually needs two to four weeks after launch to collect data and settle, and the first optimisation round follows after that.

It depends on the budget, the size of the audience, how many conversions the account already records, and how quickly new creatives are approved. Performance Max and Demand Gen need conversion data to learn, so on a new account we often start with standard display and remarketing.

What affects the cost

Google charges for ads directly from your account. Our fee depends on:

the number of campaigns, audiences and markets;
the number of banner sizes and creative variations;
whether tracking in GA4 and Google Tag Manager needs to be set up;
how often reports and creative updates are needed;
whether display runs alone or with search and remarketing.

What we need from you

Access to Google Ads and GA4, or permission to create accounts in your name.
Logos, brand guidelines, product photos and offers.
A landing page ready for traffic, or a brief for us to build one.
Target cost per lead or order, if you know it.

What you get and how it is measured

We report numbers from Google Ads and GA4:

reach and frequency by campaign;
clicks, conversions and cost per conversion;
view-through and assisted conversions from display;
placements and audiences that were excluded or scaled, and why.

Why display needs an experienced team

Display spends budget fast when settings are left at defaults. What we fix most often:

ads running in mobile games and apps with accidental clicks;
no frequency cap, so the same person sees the banner dozens of times;
broad automatic targeting with no exclusions;
success judged by clicks while conversions are not tracked.

Working with a Kyiv team remotely

We work remotely with companies in the UK, the EU and North America: video calls, email, Telegram or WhatsApp, and shared documents for plans and reports. Kyiv is on UTC+2 (UTC+3 in summer), so our working day covers most of the UK and EU business day and the morning on the US East Coast. You get one project manager who is responsible for the timeline.

Why clients trust us

More than 10 years in digital. Marketing MIX has been building websites and running marketing for over a decade, with the portfolio to show for it.
Clients outside Ukraine. Our portfolio includes projects for KidSup and Cookiddoo in Canada and MBSoy, an architectural studio in Finland.
One team for the whole chain. Strategy, website, SEO, ads and analytics sit with one team, so nothing gets lost between contractors.
A registered, verifiable company. Our DUNS number is 68-606-2061 and our NCAGE code is A3G3J; both can be checked in the Dun & Bradstreet and NATO NCAGE databases.
A real office in Kyiv. The studio is at 77 Velyka Vasylkivska St., Kyiv, and works remotely with clients in Ukraine and abroad.

FAQ

What is a display advertisement?

It is an image, animated or video ad shown on websites, in apps or on YouTube, as opposed to text ads in search results.

What is the Google Display Network?

It is a network of websites, apps and Google properties such as YouTube and Gmail where Google Ads can show display ads to selected audiences.

How is display advertising different from banner advertising?

The terms overlap. Display advertising usually means the whole campaign with audiences and placements; banner advertising focuses on banner design and buying space on particular sites.

Can display ads target a specific country or city?

Yes. Location, language, device and schedule can be set for each campaign, together with audience targeting.

How do you stop ads showing on unsuitable sites?

With placement exclusions, content exclusions and brand safety settings, plus regular reviews of the placement report.

Is display advertising worth it for B2B companies?

It can be, mostly as remarketing and custom segments built from industry keywords and competitor sites. We judge it by leads and assisted conversions from the campaign, measured over the length of your sales cycle.

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