Pretty simple really. Display Network = Image Ads.
I know we’ve said something like this before but its important. Search is active. Display is passive…or maybe interruptive is a better term because what your ad is doing is interrupting someone…or trying to interrupt someone…while they are doing something else.
For example, let’s say I’m on a website that has something to do with outdoor living and your ad which is advertising something about outdoor living appears. Now that may seem connected (and hopefully it is) but I may be doing some research for a DIY project. I may have gone to the page with no intention of buying anything. As far as I am concerned, your ad is just part of the noise that exists on the peripheral of my vision. Your ad is a little less annoying than a fly. A little.
However it is also possible that what you offer is indeed something I am interested in and if I notice you, I may click you. The chances that anyone will notice your ad and click on your ad are far greater if you are using a bright and colorful image or graphic ad with a strong call to action than if you are showing a simple text ad which is easily lost in the ad noise.
Old school thinking is that because not all networks support the same sizes of ads, you could grab extra clicks and conversions by creating variations of your ad in as many different sizes as possible to reach as many sites as you can. What this meant is that for every ad you needed to create as many as 15 different ad sizes. This is no longer true as Google announced that they’ll be automatically resizing display ads across the Google Display Network. The 3 sizes needed will show across 95% of the GDN. These sizes are: 728×90, 300×250 & 160×600.
Google is also releasing vertical specific mobile ads. “These are ads for mobile devices that offer users information toward potential purchases, rather than just links. The new ads are aimed at people searching for cars, auto dealerships and mortgages. They are designed to work with touches and swipes common on smartphones, rather than mouse clicks on personal computers, said Google executive Jerry Dischler. Google has similar ads for products, hotels, flights and insurance”.