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Display is a variety of paid media advertising in which the ads are placed on third-party websites, either next to content that’s relevant to the product or service being advertised, or which is of interest to your target audience. Display ads can take the form of banners, text, images or video.

The potential audience reach for display ads is huge, and the range of targeting methods available allows for the development of focused campaigns in which ads appear to very specific, highly relevant audience segments.

  • Contextual – targets third-party webpages containing specific target keywords
  • Placement – targets specific websites or pages designated by the advertiser
  • In-market audience and interest categories – targets users based on recent search and web browsing behaviour
  • Topics and demographics – targets audiences based selected demographic criteria using information Google has gathered from its users
  • Mobile apps – targets users of apps (at least, those that allow ads or have an ad supported version)
  • Remarketing – targets users who have previously engaged with your website to encourage further actions

With Click Consult, your display campaigns are able to reach the users you need to engage and whom you know will be interested in your products or services. If, for example, you know your customers are young men between the ages of 25 and 34, who have no children, are car enthusiasts, and have a particular interest in luxury vehicles and listening to jazz; with programmatic display we can use these consumer insights to produce highly focused display campaigns. We begin by defining your objectives, then devise a strategy focused on achieving campaign targets and delivering on KPIs. Our PPC team of Google and Bing certified professionals then begin work on bringing your campaign to life using the best practice methodologies we’ve developed and refined over the last decade. With in-house specialists capable of providing ads in a variety of media, and experts capable of working magic with data and consumer insights, we can design and produce multimedia display advertising strategies capable of making a real difference to your brand’s bottom-line. At a base level, there are two varieties of display advertising. Firstly, there is brand advertising which aims to increase brand recognition and maintain your brand in the forefront of a buyer’s mind until the point of purchase; secondly, there’s direct response advertising which looks to achieve results immediately.

Direct Response

The purpose of direct response advertising is to compel people to complete an action as a response to an ad. These campaigns seek to capture a searcher’s attention before directing them to a landing page in the hope that they will complete the desired action. In this regard, you can consider direct response to be primarily conversion centred advertising.


Branding display, on the other hand, is about establishing a connection between your brand and a particular product or service. The purpose of these campaigns is for brands to ensure that they are present at each stage of the buyer’s journey from awareness to purchase. While some conversions may come from branding display campaigns, they are not conversion focused and, therefore, KPIs should be set accordingly.

Direct response Brand awareness
Example KPIs Revenue/leads, ROI/CPA Relevant impressions/brand uplift Engagement metrics, eg, time on site
Preferred pricing model CPC model (cost-per-click) CPM model (cost per 1000 impressions)

With advanced targeting based on keywords, context and audience, along with the ability to tailor ad creatives, display ads generate demand and help you to connect with new customers, making them ideal for both direct response and branding campaigns.

With display, brands have complete control over bidding, as well as access to real-time performance data that allows us to measure campaign results and monitor return on post-click sales. This data then feeds into bidding and targeting optimisation and enables your ads to either achieve or, if done well, exceed your goals.

Depending on your marketing goals, our service can focus on direct response ads, brand awareness or a mix of both. Unlike text-based ads, display advertising relies on rich media elements such as images, audio and video to communicate an advertising message. As part of your strategy, we conduct thorough research on both your market and competitors, as well as look for any gaps that may represent opportunities.

Maintaining a dynamic strategy, capable of changing and adapting with environmental factors is vital. We understand the benefits of maintaining a campaign’s performance, which is why we use in-house technologies, and cutting-edge analytics tools to ensure your display ads are performing to their maximum potential – an endeavour facilitated by the increased transparency of display campaign data.


Remarketing (also known as re-targeting) allows you to re-engage users who have already engaged with your brand, and should be a staple for display advertising strategies. When someone visits your site, a cookie is downloaded to their browser which allows brands to build an audience list from interactions with your site or YouTube channel. We can then appeal to their specific interests in your brand with ads across the web.

Keyword contextual

Often the main targeting method for advertisers, by targeting groups of keywords, we can match your ads to relevant websites that contain relevant keywords in their content.

Placement targeting

Once the data starts rolling in from contextual targeting, we can identify the highest-performing website placements and set specific bids for these, to maximise your return on investment.
In-market audiences

Google is able to determine whether someone is ‘in-market’ for your product or service using data on related ads they have clicked, or related clicks that led to conversions, sites and pages relevant to your brand.

Affinity audiences

Reach users who have shown an interest in an area that relates to your product or service. Based on previous activity, Google builds profiles of your audience’s interests; Google Analytics then allows us to target your ads to these users across the Google Display Network.


Topics targeting allows ads to display on a group of sites Google has determined are relevant to a given topic – this relevance is determined by the content on the sites or webpages on which your ads will appear.


Display advertising allows for bid modifiers to be used based on demographic data such as age and gender. The strong advantage here, however, is the facility to refine targeting using multiple demographic categories to produce micro-targeted campaigns.

For example, if market research indicated that males aged between 35 and 44 were your most valuable audience, you could bid higher for this specific demographic; alternatively, if we found no conversions came from 18 – 24-year olds, then it is possible to exclude this audience from your campaign entirely.

Layered targeting

Each of the previous targeting methods can be used independently, or in conjunction with one another. This allows campaigns to be created with huge reach, micro-targeted to a niche, and everything in between.

Our ongoing targeting optimisation uses the full range of targeting methods, maximising your display advertising success. Data segmentation and market research enable us to create bespoke bid portfolios for individuals based on when, what, where, and how they are viewing a webpage.

The best display strategies use a combination of different ad types. Using several formats and sizes increases the reach of your ads and chances of being seen by your target audience. While most campaigns will implement a combination of standard text, image, and rich media banner and video ads and each type is available in various shapes and sizes, a combination of each is required for optimum performance. In addition, there are also several new or non-standard display advertising formats that we can use in your campaigns:

Text ads

Display text ads are built using lines of advertising text; often in the same way as standard paid search ads. You can also tailor your messages with dynamic remarketing and increase click-through-rates using dynamic keyword insertion.

Image ads

Image ads can be used to capture people’s attention as they browse websites, enticing them to your site with a combination of graphics and text. Each SSP covers thousands of sites and apps on which image ads can be displayed and these ads can be static or contain moving elements to draw the eye.

Rich media

Rich media ads contain images or video as well as some kind of interactivity. These ads can expand, float, peel down, and more, and you can access aggregated metrics on your audience’s behaviour, including the number of expansions and video completions.

Video ads

Video ads can be placed in multiple places across the web, but YouTube is the most popular platform. Unlike with TV, your video ads don’t have to be short; you can take as long as you need to tell a story – just keep it engaging and bear in mind that you are essentially in the way of what the audience wants to see.

Dynamic remarketing Ads

These are the most personalised ads, and show users the exact products they have viewed during previous visits to your site. Despite the requirement to run a merchant centre, this type of ad can also be used for lead generation. Your merchant centre can be set up and optimised by Click Consult using our proprietary feedTRAX™ software.

Google Lightbox Ads

Rich media display ads with full-screen creatives to engage users, Lightbox Ads can use high-definition content (including YouTube videos, games or a catalogue shopping). When users engage with the banner, the ad expands and takes priority, dimming the page behind. We recommend this format to strengthen brand-to-consumer relationships, and to tell your brand’s story.

Gmail Sponsored Promotions

Gmail Sponsored Promotion (GSP) is a standalone ad format which appears in personal Gmail accounts in the promotions tab, and looks like a regular email message. Once a user clicks on the teaser message, the ad expands showing the full creative. The ad can feature products, an image creative or HTML ad that contains multiple links or contact forms for direct engagement.

We use keywords to contextually target these ads to the content of inboxes, improving ad relevance – this makes them great for top of the funnel brand awareness, as well as direct lead generation with in-ad contact forms.

TrueView Ads

With TrueView, you can advertise your products and services with video content on YouTube, getting your ads to millions of viewers and pay only when users find your content interesting and view your video.

At Click Consult, we have a specialised team managing YouTube advertising; YouTube is a great advertising channel for almost all industries, allowing you to reach your audience in creative and engaging ways.

Native Ads

Using ads that automatically adjust to the webpage they appear on (matching the format and function of the site), native ads look and behave as part of their host site. Yahoo’s research into display ad performance found that native ads generate 3.6x higher uplift in brand searches than regular display ads, and 3.9x greater uplift in website view-through rate.

At Click Consult, we use Yahoo Gemini to publish native ads across the Yahoo Display Network which services around 400 million users monthly on Yahoo products like Mail, Mobile Search, News, Sports, and more. The platform also allows advertisers to manage tablet, mobile and desktop traffic separately which allows us to create more granular bidding strategies.

Display advertising provides a rich user experience in the places that your customers already use - allowing you to reach them with the right message, in the right place, at the right time.

Our paid media team hard at work

Our highly talented team of display advertising specialists have both the experience and passion to help you succeed – and have created ads for some of the biggest brands in Europe. Our team has delivered measurable results over and over using a mix of machine learning, software, creativity and analysis.

Display advertising allows brands to massively increase their reach - and to reach their target audiences in places you know they already visit. With the right display advertising strategy, brands can ensure that their paid media budgets are returning exceptional ROI.

Ads targeted to deliver maximum ROI

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