Display network advertising

The Google Display Network reaches most of the web at a very low cost per impression, which is exactly what makes it easy to waste. Left on default settings a campaign will spend most of its budget on app inventory and low quality sites nobody intended to appear on.

We run it deliberately. Placement lists built rather than accepted, app and made for advertising inventory excluded, and a check afterwards on where the impressions actually went. That single discipline changes display performance more than any bidding strategy.

Creative is produced in the full set of standard sizes, designed for each shape rather than scaled from one artwork, because a squeezed layout is what makes display look cheap and perform accordingly. And we judge it on reach, assisted conversions and what happens to branded search, not on last click, which will always make display look like a failure.

Tell us who you need to reach and what for. We will tell you whether display is the right tool, and we are willing to say that it is not.