Display Ads: Traditional Banner and Pop-ups/Pop-unders

ppc, display ads

Google display ads are already designed ads that show up on any website that is part of Google’s Ad Network. They are different from PPC ads. The network of websites that participate in the Google Ads network is quite extensive. There are more than two million websites in the network and more than 650,000 apps. Your ad is bound to be seen by your target audience.

Internet users who are shopping or searching for information online will see Google Display Ads appearing on their screens. Even people who are watching videos will be able to see the Display Ads while they watch their videos.

If well executed, Google Display Ads can be effective enough in getting traffic and sales. Read on to learn more.

PPC, display ads

ppc, display ads

Responsive Ads

Three years ago, Google decided to make its display ads responsive. This means that audiences can see the ads regardless of what device they are using.

Google will alter image and text sizes to ensure that it is seen by the user. Responsive ads make it easier to create a Display Ad in different image sizes. Use less text to ensure that the text does not disappear when the image shrinks in size. The only setback is that you don’t fully control how Google displays the ad. However, Google provides templates that you can modify.


Responsive ads can be seen by users no matter what type of device they’re using.


Sometimes Google will not approve a Display Ad, especially if it has a white background and no clear border. If the text includes trademarked words, the ad may also be disapproved unless there is permission. Ads that have to do with sensitive topics such as medicine or gambling may have legal complications.


Banner ads appear as text, in Gmail, as banners, or in app.


With in-App Display Ads, advertisers decide what kinds of apps they want their ads to appear in. Besides choosing the category, you can also monitor the performance of the ad as it is running.

Banner Ads include rich media and images. They allow you to customize the layouts and add interactive elements as well as animations. Gmail ads will appear in Gmail and people will be able to either expand, save, or forward it just like a regular email.

Text display ads usually look just like the ads on Google Search results (paid search). They feature a heading of one or two lines and a URL.


The Google Display Network has the power to reach over 90% of people who use the internet.


ppc, display ads

The Google Display Network has the power to reach more than 90% of people who use the internet the world over. These are people who are browsing the millions of websites that are part of the Google Display Network, and using Google websites like Google.com and YouTube.

The service allows marketers to select keywords that they want to use in their campaign. It also allows users to choose the demographics they want to reach, and who they want to retarget.

ppc, display ads

Display Ads vs Pay per Click (PPC)

ppc, display ads

Sometimes advertisers don’t know whether to use PPC or Display Ads. The major difference between them is that the first is a pull approach while the second is a push approach.

With PPC or Search Ads, advertisers are targeting people who are actively looking for their service. With Display Ads, you are instead targeting people who may not necessarily be looking for your product but may be selected using different criteria. For example, they could be on a related website or watching a relevant video.


One is a push approach, and the other is a pull approach.


None of these approaches is necessarily wrong, they only need to be used correctly. If a lot of people are searching for what you have to offer, it might be a good idea to consider Search Advertising.

On the other hand, it might be a good idea to use Display Ads if search volume is not that high. Display Ads are also good for new brands that have not achieved a high degree of brand awareness.

Search Advertising offers marketers more control over their advertising budget and guarantees ROI because you only pay per click. Search ads work better for more limited budgets. Some advertisers will choose to use both Search and Display advertising.


People are more attracted to audiovisual elements than plain text.


It is possible to create a banner Display Ad using only text, but most advertisers will want to use images, videos, animations, and other interactive elements because they have a bigger impact.

People are more attracted to Audiovisual elements than plain text. Advertisers can also choose between different banner sizes and dimensions.

Pop-Up Ads

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Pop up ads are pop up windows that show up from advertisers while the internet user is busy doing other things.

Pop up ads do not cover the whole screen like replacement ads.

They only cover a small portion of the screen. Pop-unders do the opposite- they appear behind the web page and only become visible after the user leaves the page. Some people think of a pop up as distracting or annoying, and some internet users have tools specifically for blocking them.


You may have heard of pop-ups, but what about pop-unders?


In spite of being annoying, pop-up ads have a higher return on investment than other forms of advertising. Marketers often find that pop-ups are worth the higher cost.

Pop ups are normally used to attract traffic to the advertisers website. They tend to come up in a different browser window. A viewer has to close the pop up before going on to view what they are looking for. While they are closing the page, they will end up seeing the contents of your ad. Pop-ups with exit intent appear when the viewer wants to click away from the web page.

Advertisers will add games or videos which encourage users to click on the pop-up. Pop-ups work better when they are well designed and relevant to the viewer.


Make your pop-up ads relevant to what the user is looking for.


In short, the interruption of a pop up as will be more welcome if the ad is relevant to what the internet user was looking for. An irrelevant pop up, will most likely just be seen as an annoyance.

Pop-up ads are also considered more annoying when you hide the close button. It might be counter-intuitive, but make it easy for a viewer to click away if they find that your pop up is not relevant to their interests. You only have a second or two, so make the Call to Action simple and clear.

Leverage Display Ads and PPC with eWebResults

Display Ads and PPC are both effective if used appropriately. Call the experts at eWebResults and we will help you to get more value for your money. Call us today at 713-597-2656 or click the button below to contact us online.

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Display Ads: Traditional Banner and Pop-ups/Pop-unders | eWebResults – Houston, TX

Samantha Davis
AUTHOR: Samantha Davis

Sammie writes original, impactful content for client blogs, social media, email marketing campaigns, pages, and more. A writer and editor at heart, Sammie has a sincere love for the written word. She holds a master's degree in mass communication from University of Houston and an English BA from Sam Houston State University.

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