CONTACT
I accept the privacy policy

The information you send through this form is of a personal nature and, therefore, we need to remind you of the rights you have in terms of data protection. The responsible. We inform you that your data will be processed by BCM Integra Comunicación as responsible for this website. Purpose. We ask for your name, email and telephone number in this form to be able to answer your question; By sending this information you will NOT be subscribing to any mailing list nor will you receive commercial news periodically. Legitimation. By checking the checkbox that appears above, you are giving your consent for your data to be treated in accordance with the purpose of this form that appears in our privacy policy.

Display advertising: everything you need to know

Display advertising: everything you need to know

In addition to the Google search ads that appear when a user does a search related to our products, advertising on the display network is another of the most effective Google advertising programs.

Display ads are those that appear as a banner, video or text on the websites that are part of Google's AdSense program: millions of blogs, digital magazines, or personal pages, which reserve advertising space for Google in their content.

It is estimated that through them we can reach 3 out of every four internet users. Users who are in different phases of the purchase process. For this reason, display ads are a fantastic tool throughout the entire funnel. Google's Display Network offers the best coverage compared to other online advertising platforms.

When do we run a display marketing campaign

We will use a display ad campaign when:

  • We have strategic objectives focused on branding, brand visibility and awareness.
  • New products or services are launched.
  • We need to use more creative ads, including images or video, to make advertising more attractive.
  • We sell products with a long purchasing process, as is the case with industrial and B2B companies.
  • We want to reach people who are not actively looking for us but we know they have a pain point that we can solve.

Objectives of a display campaign

The Google Display Network allows you to choose between different marketing objectives, to which each campaign is adjusted:

  • Sales opportunity
  • Traffic to the website
  • Brand and product consideration
  • Brand awareness and coverage

Segmentation filters for display advertising

To define the target of our display campaign, Google offers a series of segmentation filters that can be combined with each other:

  • Keywords: Google Ads will search for websites that include your keywords, as well as audiences interested in them.
  • Locations: You can choose the websites and sections of the websites where you want your ad to appear.
  • Themes: These are used so that your ads are published on sites that deal with themes that are the same, similar or related to your brand or product. 
  • Personalised audiences: combining the interests of your target and the websites they visit, you can introduce up to ten traits that characterise your buyer persona to ensure maximum precision and maximise the chances of getting conversions.
  • Remarketing: This consists of delivering a new advertising impact to users who have previously visited your website but have not converted, a segment with great potential value since they are at a later stage in the buyer's journey. The personalisation of these campaigns can reach very high levels: showing a product that they have visited or even reminding the user that they have left a shopping basket abandoned in your ecommerce site. At BCM Marketing we always recommend remarketing campaigns for their very affordable costs and high visibility.
  • Demographic data: geographical segmentation, by age and language to adapt your message as much as possible to the user's interests. It is practically an essential type of segmentation in all display marketing campaigns.

Finally, another form of segmentation is exclusions, with which you can specify what keywords, locations, interests, remarketing users or demographic characteristics you want to avoid in your campaign.

Banners Made Easy: Customisable Ads

Google Display Network offers a wide variety of formats and sizes for ads. It is a tremendous effort to design a specific creative for each of the banner typologies. The good news is that you can skip this part thanks to customisable ads.

With this functionality, you only have to upload photos and texts in different sizes and lengths, and Google will take care of combining them with each other to adapt them to each space in which your display advertising appears.

Are you thinking of starting a display ad campaign for your business? If you feel overwhelmed by the number of options that Google Ads offers and you want to make sure you don't waste your investment, contact us and we will design a campaign tailored to your budget and needs.


Technical cookies are strictly necessary for our website to work and you can navigate through it. These types of cookies are those that, for example, allow us to identify you, give you access to certain restricted parts of the page if necessary, or remember different options or services already selected by you, such as your privacy preferences. Therefore, they are activated by default, your authorization not being necessary in this regard. Through the configuration of your browser, you can block or alert the presence of this type of cookies, although such blocking will affect the proper functioning of the different functionalities of our website.


The analysis cookies allow us to study the navigation of the users of our website in general (for example, which sections of the page are the most visited, which services are used most and if they work correctly, etc.). From the statistical information on navigation on our website, we can improve both the operation of the page itself and the different services it offers. Therefore, these cookies do not have an advertising purpose, but only serve to make our website work better, adapting to our users in general. By activating them you will contribute to this continuous improvement. You can enable or disable these cookies by checking the corresponding box, being disabled by default.


Functionality cookies allow us to remember your preferences, to personalize certain characteristics and general options of our website, every time you access it (for example, the language in which the information is presented to you, the sections marked as favorites, your browser type, etc.) Therefore, this type of cookies does not have an advertising purpose, but by activating them you will improve the functionality of the website (for example, adapting to your type of browser) and the customization of it based on your preferences (for example, by presenting the information in the language that you have chosen in previous occasions), which will contribute to the ease, usability and comfort of our page during your navigation. You can enable or disable these cookies by checking the corresponding box, being disabled by default.


Advertising cookies allow us to manage the advertising spaces included in our website based on criteria such as the content shown or the frequency in which the ads are displayed. For example, if you have been shown the same ad several times on our website, and you have not shown a personal interest by clicking on it, it will not appear again. In summary, by activating this type of cookies, the advertising shown on our website will be more useful and diverse, and less repetitive. You can enable or disable these cookies by checking the corresponding box, being disabled by default.


Behavioral advertising cookies allow us to obtain information based on the observation of your browsing habits and behaviors on the web, in order to show you advertising content that best suits your personal tastes and interests. To understand it in a very simple way, we will give you a fictitious example: if your last searches on the web were related to suspense literature, we would show you advertising about suspense books. Therefore, activating this type of cookies, the advertising that we show you on our website will not be generic, but will be oriented to your searches, tastes and interests, therefore adjusting exclusively to you. You can enable or disable these cookies by checking the corresponding box, being disabled by default.
To understand it in a very simple way, we will give you a fictitious example: if your last searches on the web were related to suspense literature, we would show you advertising about suspense books. Therefore, activating this type of cookies, the advertising that we show you on our website will not be generic, but will be oriented to your searches, tastes and interests, therefore adjusting exclusively to you. You can enable or disable these cookies by checking the corresponding box, being disabled by default.

SAVE

BCM Integra Comunicación, S.L. uses its own and third-party cookies to ensure the proper functioning of the website, collect information on its use and personalize your navigation. Click "Accept" if you accept all cookies.

You can also configure or reject cookies by clicking on SETTINGS
or obtain more information in our COOKIE POLICY.
X