Google Display in Burgos — Your brand visible where your clients are

The Google Display Network reaches 90% of internet users, making it the world's largest advertising inventory. This breadth allows both mass branding campaigns and very specific segmentations by interests, behaviours or history of interaction with your brand. For businesses in Burgos wanting to keep their brand visible during the purchase decision process, the Display Network is the channel with the greatest reach at the lowest cost per impression.

The Display Network supports multiple formats: static banners in various sizes (300×250, 728×90, 160×600, 320×50), animated banners, video ads on YouTube and websites with players, native ads that visually integrate with the website content, and responsive display ads that automatically adapt to the available space on each site. Responsive ads are the most recommended for starting because they require less design work and appear in more inventory.

Google determines where to show each Display ad by crossing the campaign segmentation criteria with the data of the website where the ad could appear. If you use interest segmentation, Google shows the ad to users who have demonstrated interest in those topics. If you use contextual segmentation, the ad appears on websites whose content matches your keywords. If you use remarketing, the ad follows users who have already visited your website.

Remarketing in Display is the use case with the highest ROI within the Display Network. It allows personalised ads to be shown to users who have already visited your website and did not convert, reminding them of your brand while they browse other websites. For a services company in Burgos with a several-day decision cycle, remarketing keeps the brand present during the potential client's comparison and decision period.

Branding campaigns in Display aim to ensure that potential clients in Burgos know your company even if they are not actively searching for your service at that moment. It is an investment in the upper funnel stage: creating brand familiarity so that when the user has the need you resolve, your name is already familiar to them. For newly established companies in Burgos, Display branding is a mass reach tool at very competitive cost.

Display campaigns are especially effective for launches because they allow rapid awareness to be generated among specific audiences. Before a new product has search demand in Google, Display can create that demand by generating awareness among target audiences. A launch combining Display for awareness with search campaigns to capture the generated demand performs notably better than using just one of the two channels.

The Display Network allows different campaigns for each funnel stage: brand image ads for users who have never interacted with the company, value proposition ads for users in the consideration phase, and offer ads for users in the decision phase. This multi-touch strategy is especially relevant for sectors with long sales cycles such as professional services, training, renovation or real estate in Burgos.

Creative design is the factor with the greatest impact on the CTR of a Display campaign. An attractive banner with a clear message, visible call to action and brand consistency can multiply the CTR of a generic banner by 3 or 4. We design banners in the most important formats and also create asset sets for responsive ads: images, logos, titles and descriptions that Google automatically combines to adapt to all available spaces.

Google Ads offers multiple segmentation options in Display: by interests (users who search for topics related to your business), by purchase behaviour, contextual (pages whose content is relevant to your business), and custom segments (based on recent searches or visited websites). For local businesses in Burgos, the combination of geographic segmentation with interest or behaviour segmentation produces the most qualified audiences.

Remarketing lists are the segmentation with the highest conversion rate in the Display Network because they target users who already know the brand. We configure lists segmented by behaviour: visitors to service pages, users who filled in the form without submitting it, existing clients, visitors who spent more than 2 minutes on the website. Each list has a membership period appropriate to its decision cycle: 7 days for urgencies, 30–90 days for services with a long cycle.

Standard remarketing shows ads to users who have visited the website in the last 7 to 540 days. For business services in Burgos, we typically configure lists of 30 and 60 days with frequencies of 3–5 weekly impacts and creatives that reinforce the main sales arguments or that offer an additional incentive such as a free first consultation or additional guarantee.

Dynamic remarketing is exclusive to e-commerce and requires a product feed in Merchant Center. Instead of showing a generic ad, it shows exactly the products the user viewed in the store but did not purchase. It is the campaign type with the highest ROAS within remarketing because it maximises the personalisation of the impact. For online stores in Burgos with medium-to-high ticket products, it can recover between 5% and 15% of abandoned carts.

Display prospecting targets users who have never interacted with the brand, segmented by their interests and behaviours. It is the campaign type with the lowest direct conversion rate but greatest reach for building remarketing audiences and generating brand awareness. For companies in Burgos in sectors where clients take time to decide, Display prospecting feeds the funnel for subsequent remarketing campaigns.

Gmail Ads campaigns show ads in Gmail inboxes, in the Promotions tab. The format includes a subject and a sender that appears as if it were an email and, when clicked, unfolds a broader content with image, text and CTA. For B2B businesses in Burgos wanting to reach professionals in their work environment, Gmail Ads offers a segmentation by received email keywords that can be very precise for reaching specific sector audiences.