In the information age, making your presence known visually is one of the most important things that you can do. Actually, you should absolutely be doing this if you want to have any chance of succeeding in the business world. This is especially true for local businesses, who face heavy competition from other local and national businesses. One way you can put yourself out there visually is through the use of display ads and PPC on platforms including Google search.

If you are a local business that does not partake in any type of marketing, but especially display ads, you are already far behind. However, it does not have to stay that way. At Focused Engagement, our goal is to be your number one growth ally. We want your local business to succeed because we have a passion for community growth. In this blog post, you will learn more about display ads, Pay Per Click (PPC) advertising, and how they can help your local business grow into a trusted, reputable, and sustainable brand.

What are display ads?

Display ads are one of the five different types of ads that Google allows you to create. The five types of ads are search, display, shopping, video, and app. Display ads are exactly what they sound like: they simply display as a banner on the top of a webpage or on the sides of the page. You can click on the ads to visit the website they are advertising. These ads are often responsive and are tailored to the specific user. These ads can be text-based, image-based, or video-based, depending on the company that created them. They may contain special offers or other elements to help keep your attention on the website.

For example, if you happen to search for digital marketing on Google, you may see display ads from Focused Engagement or other digital marketing firms pop up when you are on different websites. These ads could be text, images, or videos that advertise our digital marketing services and encourage you to choose us for your marketing needs. Display ads help keep the business at the top of your memory in order to influence a potential purchasing decision. Often, you are less likely to forget about a business if you’ve seen them repeatedly online.

What is Pay Per Click advertising?

If you are confused about what Pay Per Click advertising is, simply read the name again. PPC ads are often display ads, but they can also be other types. The main difference between display campaigns and strictly PPC campaigns is the price you will be paying for your ads. Display ads are charged simply for displaying on a page, but PPC ads are only charged when someone clicks on your ad. This can quickly become costly, but many PPC ad campaigns allow you to set a budget so that you do not overspend. This benefits local businesses that are on a tight budget.

How display ads can help your business

Now that you know what display ads and PPC are, as well as the differences between them, it is time to learn how display ads can help your local business grow. These are not all the ways that they can help your business, so be sure to keep researching and learning new ways to grow!


For a small local business, exposure is a good thing! Luckily, that is exactly what display ads provide for you. If you have someone that is interested in your business based on their searches, Google could potentially put your ad in front of them multiple times. This exposure can lead to many more potential new customers and sales. And as your business grows and your budget expands, you can afford to put your ad in front of even more people. This really shows the value of display ads: they can have a profound impact on your business.  


Another benefit of display ads is the analytics and possibilities to use them for the betterment of your business. By creating display ads through Google Ads, you unlock many analytical tools. These analytical tools help you interpret data on people who view and interact with your ad, allowing you to plan your next series of display ads. You will also receive insights into your target audience and who you should be creating your ads for. This can result in more effective ads that push customers correctly into a purchasing decision.  


One of the key benefits of display ads is retargeting possibilities! Retargeting is the process of reaching out to people that visit your page and then leave. The first time they visit your page, you collect data on them. When they leave your website, you can use this data to target them again in an attempt to get them to purchase from you. The data you collected tells you about their interests and what they are looking for.

With display ads, retargeting becomes a fairly simple and effective way to gain new customers. It is not invasive because it shows customers something that they have already expressed interest in: your business.

Now it’s your turn

Are you ready to take advantage of the power of display ads and Pay Per Click advertising? Contact us today to get the ball rolling! Focused Engagement will help you target the correct audiences that will grow your local business organically. Become an important part of your community today by starting with display ads and PPC.