Is banner fatigue harming your display campaign? Part 1

To help you understand what banner fatigue is, we first need to dive right into what is Google Display Network (GDN) ads.

Google Display Network (GDN) ads have made it possible to get your brand name out there across many platforms on the internet. No matter where you land up these days, the chances of seeing a Display Network Advertisement is almost guaranteed.

The latest stats from Google reveals that AdWords display ads appear on over two million websites and in over 650,000 apps, so your ad can show up wherever your audience is.


Think of any platform with ads on them such as news pages, blogsyoutubeGmail etc, the chances are its part of Google Display Network. With an incredible reach of 90% of internet users worldwide you can literally get your brand name to millions of potential customers on many different platforms.


Unlike Google’s Search Ads that can only be created in text format. Google Display gives you the option to create ads in several formats

1) Text Ads – exactly like the ads you see on Google Search, text ads on display network include a headline, two lines of text and an URL.

Example of a text ad

2) Banner Ads – with banner ads, you can create awesome ads with images and interactive media. You can create interactive elements, animations, custom layouts, and more.

Example of a banner ad.

3) Google Mail – with Gmail ads you can show custom ads in a user’s inbox.

Example of a Gmail ad.


Within the Google Display Network, you can target your ads to specific users through keywords, demographics and remarketing.


Remarketing shows your ads to people who have previously visited your website but did not complete the desired goal, such as fill out a form, make an e-commerce purchase, download a file, etc.

Remarketing allows you to reconnect with those potential customers after they’ve visited your site by showing your ads across different devices. Think of the various situations where you happen to see the same ad on multiple platforms, the chances are that you have most likely visited a website and their remarketing campaign is displaying the ads to get you back to the website.


There are many steps in creating a well-optimised display campaign, but even when you have implemented all the right techniques, there can still be challenges ahead.

This concludes the end of the first article in this two-part series. Stay tuned to our BLOG for the last addition.

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Having been established in 2005, in Cape Town, South Africa, Elemental is primarily focused on providing web development services and digital marketing campaigns.