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03.05Display & retargeting

Stay in front of the people who almost bought.

Most visitors leave without converting. Retargeting keeps your offer in front of them across the web, YouTube, Discover and Gmail until they are ready — and demand-generation campaigns introduce you to the people who look like your customers before they search.

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  • Google Display Network
  • Demand Gen
  • YouTube
  • Discover
  • Gmail
  • Programmatic exchanges
Paid Media — the Zorva bot (illustration)Module 03 · Paid Media
The problem

Display is where budgets go to be wasted

Run-of-network placements on mobile games, frequency caps left at default, retargeting everyone who bounced in three seconds, creative that never changes — display gets a bad name because it is rarely run with discipline. Run well, retargeting is the cheapest conversion in the account and demand gen fills the top of the funnel.

What we do

Scope of the work

  • 01Retargeting audiences by behavior: pages viewed, time on site, cart or quote started, customers to exclude
  • 02Demand Gen campaigns on YouTube, Discover and Gmail with lookalike and in-market signals
  • 03Display prospecting with placement exclusions, brand-safety lists and frequency caps
  • 04Creative sets — static, responsive, video — refreshed on a schedule
  • 05Sequenced messaging: different creative for a first visit, a quote started, a past customer
  • 06View-through and assisted-conversion reporting with incrementality checks
How it is measured
Return-visit conversion rate
Assisted conversions and view-through leads
Cost per incremental conversion
Proposal

Scoped in a written proposal within one business day. The whole price is stated before work starts.

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How we run it

Display & Retargeting, step by step.

Step 01

Segment

Audiences are built by intent shown on the site, with exclusions for converters.

Step 02

Create

Creative is produced per segment and per stage.

Step 03

Control

Placements, frequency and brand safety are set before a dollar is spent.

Step 04

Prove

Assisted conversions and holdout tests show what display actually adds.

Questions

Display & Retargeting, answered.

What is retargeting?
Showing ads to people who have already visited your site or interacted with your business, across other websites, apps and video. Because they already know you, retargeting converts at a fraction of the cost of reaching strangers.
What is a Demand Gen campaign?
Google's campaign type for YouTube, Discover and Gmail placements that uses visual creative and audience signals to generate demand among people who resemble your customers — the top of the funnel that search cannot reach.
How do you stop display ads appearing on junk sites?
Placement exclusion lists, content-category exclusions, app exclusions and brand-safety settings applied at launch, then weekly placement reports with further exclusions.
How do you measure display if people don't click?
View-through and assisted conversions show influence; holdout tests — withholding ads from a control group — show incrementality. We report both and never count impressions as results.
Works with

Related capabilities

03.06

YouTube Ads Management

YouTube in-stream, in-feed and Shorts, aimed by intent.

Open03.11

Meta Ads — Facebook & Instagram

Facebook and Instagram ads with Conversions API tracking.

Open03.09

Programmatic, Connected TV & Streaming Audio Ads

Streaming TV and audio bought by household.

Open04.03

Landing Page Design

One page per offer, tracked and ready to test.

Open
All of module 03 · Paid Media →
Proposal

Get a written plan for Display & Retargeting in one business day.

Free scan first, then the written plan.

ReplyOne business day
ProposalWritten · scoped · priced
ContractMonth to month
Phone(629) 298-8241
Proposal request

Tell us what you need

No spam · One business day reply · Month to month