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Display, definition

Display marketing or display advertising is the set of marketing means and techniques that promote the visibility of a product or service on Google or third party websites. Google Display is one of the major platforms for displaying banners on a network of diversified sites.

Display, retail industry

In the retail sector, the display is a POS (point of sale advertising) medium, generally in the form of a display stand. It is used to attract the eye of potential customers and to increase the visibility of the products that it promotes. In traditional advertising, display advertising will therefore be used to convey a message and make contact with your prospects to boost sales, as billboards or print advertisements could do.

Display, digital marketing

In digital marketing, display marketing or display advertising refers to all types of advertising on websites with a graphic element; most often an image or a video. This visual advertising is most often found in the form of banner ads, with an image and text, and is integrated on Google’s partner sites or on third-party sites (blogs, publishers, social media). Similar to traditional advertising, but at a lower cost, this type of digital advertising allows you to be visible in strategic places on the web pages in order to increase the awareness of your products or services and also to increase the sales potential.

The benefits of Google Display campaigns

Display campaigns on Google will mainly be used for two main reasons:

  • Awareness

    Online display advertising is mainly used to gain awareness, to make your brand known to new customers or to “Top of Mind“, i.e. to ensure that your customers or prospects do not forget that your services or products exist.

  • Remarketing

    Display advertising is a powerful lever for remarketing, retargeting or retargeting advertising. Indeed, for people who have already bought a product or who consulted it and did not buy it the first time (leaving it in the shopping cart, for example), it is interesting to offer them a visual advertisement of this product, as a reminder, to encourage them to buy.

    Remarketing therefore consists of showing your ads several times to Internet users who have already visited your website. It is an excellent lever for developing spontaneous brand awareness by repeating the offer. This technique encourages prospects to return to your website, which improves the results of your online actons.

Increase your e-reputation, your sales potential and generate more qualified traffic by using the online display marketing services of our digital agency Habefast!

Set up Google Display campaigns

  • Identify your target

    Display marketing consists of buying or renting advertising space on a website that is relevant to your business, i.e. the website must be visited by qualified prospects who are interested in your services. You will therefore need to build an advertising campaign that makes sense to the audience you wish to target. First of all, it is important to identify your buyer persona, the typical customer to whom you wish to address the display advertising.

  • Create the content of the display campaign

    The visual quality and content of your display ads is the most important thing to get in touch with your prospects. When a user is browsing a website, you only have a few seconds to make them react and generate a response from them. You will need to design a message that has impact, that makes sense to that target and that arouses their interest.

And that’s where our web marketing agency comes in! We know how to design and manage online display advertising campaigns using different formats: images, video clips and even interactive banners. We are a digital agency committed to results, not deliverables, so don’t hesitate to call on one of our consultants to help you with your first campaign.

  • Rental of advertising space

    The rental of a position is done by auction between the different advertisers; the place will go to the highest bidder. Prices vary according to the quality of the location, the reputation and traffic of the site, and the duration of the campaign.

  • Conversion tracking and optimisation

    Once you have launched your display campaign, it is important to monitor its results, measure how prospects react to your display ads and make optimal decisions in line with your growth and visibility objectives.

    To manage a display campaign, it is necessary to analyse its performance. You will need to pay attention to click-through indicators: CPA (cost per action), CPM (cost per thousand) and CPM (cost per click). A good click-through rate will mean that you have done a good targeting beforehand and that you are gaining awareness.

    In display retargeting campaigns, if you have a good click-through rate but a poor conversion rate it means you need to improve your landing page. Display ads can really promote your services and boost your results when they are well optimised.


If you are interested in setting up Google display or programmatic campaigns, our web advertising experts are here to support you and help you through the process.