Display retargeting keeps your brand visible across millions of websites. Here's how to create ads that drive action.
Display retargeting shows banner ads to people who have previously visited your website as they browse other sites across the internet. It's a low-cost way to stay visible and bring visitors back when they're ready to act. For service businesses, it's particularly effective because the buying cycle often involves comparison shopping.
Create simple, bold display ads with your logo, a strong image of your work, your Google rating, and a clear CTA. Don't try to cram too much information into a banner ad. The goal is brand recognition and recall, not detailed product descriptions. When someone sees your ad for the third time on their favourite news site, they remember you.
Use responsive display ads to let Google optimise your creative across different sizes and placements. Upload your logo, 5-10 images of your work, 5 short headlines, and 2-3 descriptions. Google will combine these elements into thousands of ad variations and test them across its network to find the best performers.
Set frequency caps to avoid annoying potential customers. Showing someone your banner ad 3-5 times per week is effective; showing it 20 times per week is irritating. A frequency cap of 5 impressions per day per user is a good starting point. Also set a duration limit - retarget visitors for 30 days maximum, as interest drops off sharply after that.