Display ads, also called image ads or banner ads, provide a number of benefits to the advertiser and are managed carefully to ensure they are meeting your campaign goals. Standard display ads are shown to people that are viewing web pages that have content on them that match the keywords you are targeting. These ads can also be optimized for demographic segments.

Retargeting ads can be image or text and are extremely valuable for most business. By showing ads to people that came to your site and then left without becoming a customer, you have a chance to bring them back when the time is right. Like search ads, these campaigns can be highly customized for specific visitor segments. The sites the ads appear on are also managed continuously for best results.

Retargeting features continue to grow. With minimal programming effort, the Google Ads retargeting code can be modified to allow for Dynamic Product Level Retargeting. Another new feature is called Retargeting Lists for Search Ads or RLSA. With this feature you can bid more aggressively on Google.com for people that you know have visited the site before.