Now there's two things going from an agency side. You know, I like to give you guys a little bit of the agency background stuff. Now we do media buying, which is kind of the high level, you know, wholesale agency buying of media. And that just means that we basically buy advertising space all over the internet for our clients. Um, the ones that show up, you know, it's like banners and skyscrapers and flashing videos and they're on apps and they're on mobile and they're on desktop and tablets and everywhere. And we can get them everywhere. Uh, no matter where people go that we're targeting, which is so exciting and the data and how that works is really better now than it ever has been Google, which is pretty neat, allows you as a sort of retail buyer to get in on that game. They give you access to upload display ads. 

So these are, you know, little graphical, basically thumbnail type ads, like 200 by 300, one 50, the, all these different aspect ratios. We, a good ad set will have somewhere between 16. And sometimes I think Google requires 16 and you need to get these done and upload them. And, you know, we do a ton of those every week, um, because we're rotating them and testing them and you gotta get into a thing with display advertising, gotta be producing this media. That's got to go out, right? So it could be seasonal changes, product changes, different offers, different looks, male, picture, a female, picture, a dog, a cat, um, you know, there's all these things that you've got to cover when you're dealing display ads. Now the power of it. And I know that sounds like a pain in the , but the power of it is that people remember images, display ads, our are memorable and video ads are even more video ad. 

Uh, studies show can be recalled 30 days later by a person that just saw it once. So, um, you know, display ads, that strategy kind of bleeds into video advertising if you will, but just to focus on display as they're very memorable as compared to text-based like PPC ads, which are sort of the least memorable display as a very memorable. And if you do them in campaign them, well, you can really start to create brand awareness. So if you want to look at big brands as an example of how successful that is, you know, you can look at brands that really pumped their logo is really pumped. Their images really pump their colors and really raise awareness through visual advertising. So companies like McDonald's and Nike and Walmart and all the ones that we know so well spend a fortune on visual based advertising. And you should be too. 

If you're running a business, do you want to grow your business? You want people to recognize you be recognized and be memorable and relevant in your market. You should be doing visual based display advertising. You need to be member remembered and you need to be recognized when somebody sees your sign when they drive by or they see your truck, you know, helping another customer or whatever the deal is, you it's important for your business as you grow and want to grow, to be visually remembered. So display advertising is the fast track way to pay and buy your way into that psychological space in your prospect's mind. Okay. So Google allows you to do that now. Um, they have, for quite some time, I think it's under utilized. I think a lot of people get into the PPC dashboard and they get roped into keywords and pay-per-click, and they start doing these text-based ads and all the stuff. 

And it kind of, you know, the display ad side just never happens. And the biggest obstacle that we see with our clients is they don't display ads because they've got to make the dam at like it's a pain in the , and frankly, it's a pain in the for us too, and it's not a cheap exercise, but it's so worth it. And, uh, you know, and, and if you can get that part healed, you know, and done and get into, you know, a good production with that, then, uh, it can be an amazing thing for your business. So there's two ways to S to go after this thing. So I'm going to give you kind of the, the tricks, cause our format is that's the offer. We just kind of covered how it works. Maybe a little long-winded, but there's so much to say about this stuff. 

I'm trying to keep these videos tight and I'm like struggling, struggling, struggling last one 14 minutes, like we're at five right now. And I'm like dying here. Cause I got so much to tell you guys, um, so stick, stick with me, but in my notes, that's kind of the offer. That's the premise of the whole thing. The tricks are again, a couple of things now in PBC, we talked about really, I like to just run offers there because I don't think anything else is very compelling. Uh, in display you can do some other stuff. Yeah. You can run offers, but you can just run straight up branding. You can run social proof, third party proof, testimonial type stuff. Um, show another person who loved your business and what they said or what, you know, a little kind of almost like a mini flash story. Like Sally loved us or, you know, whatever, just some random stuff, but those things are memorable and you can do them with display advertising in a way that you just cannot do with text. 

Um, and you don't, you know, to counter what I was saying about it's a pain in the to make the display ads. Well, that's true, but it's a lot less of a pain in the to make it a whole video ad. So, you know, there's a sliding scale here. It's like, yeah. Do texts kind of lame. And frankly, the results are kind of lame. A lot of the time do an image based ad results are definitely better. It takes a little bit more work, but you get better results and you can get a lot more memorable, uh, advertise it into the mind of the prospect, either much more memorable, um, push into their mental space. And then you go to video advertising, which is arguably the most powerful. I mean, that's why TV commercials are so expensive. And I don't think we need to debate that, but yeah, it takes more work. 

Gotta produce a video. You gotta, you know, the whole thing's got to work and it's got to look great. And it's got to be in a segment that builds up all the right triggers. And you've got to, there's always a rules to that. So that's a whole nother thing, but, and this is kind of the happy medium ground. It's like the Goldilocks of advertising. It's achievable for local businesses like yours, achievable for regular folks that are fairly moderate budget and you can get really great visual impact with your perspective clients or our customers or whatever you call. So the trick though is again, targeting is always going to be really important. Like where are you bidding to display these ads? Okay. And one safe bet to start with, which we'd love is to use these display ads as retargeting ads. So use Google's tag system, get the tagging going so that you have an audience of people that are visiting your pages. 

So if you're paying for any other types of ads, like you're sending out mailers, you're doing a TV commercial, you do a podcast, you do a radio show, you have referrals, you hand out cards, you, you know, you knock on doors. I don't care what your camp, your sort of cold campaigns look like. If you're going to follow up or you're going to, you're going to back that investment with, you know, more good money then visually stay in front of your prospects with some display ads. So set up tracking so that if they come to a page, you can visually stay top of mind with them over the coming weeks through using display retargeting inside Google's, uh, ad-words dashboard, which is all there. And, and they kind of went through it. And you know, the reality is you can pick up the phone and talk to them and you know, it's not a fun phone call, but you know, anybody could hack through it. 

Maybe not the best use of your time, which is, you know, the argument to hire somebody like us that can kind of make it accelerate the whole process. Sure. It's done professionally and done correctly the right the first time, but I'm here to tell you, anyone can figure it out. So you want to learn it and you want to do it. The resources are there. This is just one video on YouTube. There's all these like technical videos and how to do campaigns, all that stuff. I don't want to cover that. I just want to cover, you know, what is it meaningful? And does it work for you? Okay. So targeting is really important. The display, you know, the, the offer and what the ads look like creative in this case is very important, right? So these are the tricks you've got to have good creative. 

You gotta have good targeting. And again, you gotta have, you know, a decent, meaningful budget and understand what you're bidding for. And then, uh, you know, we'll go into best use here, which is kind of what I promised in this video for me. I love these for good retargeting follow-up and getting Google's placement, which I can't get in a wholesale media buy. So one of the cool things is you can get display ad placement buying from Google, inside Gmail, and some of their other, you know, natively owned platforms that they run. And they don't sell that out on the, on the secondary market. They kind of keep their own control of that, which is nice. The other thing that's cool though, is if you buy display ad placement from them on your dashboard, in your account, that you can also run your ads out all across the internet because they do go, they do go, they act as a middleman essentially, and they, they will take your ads out to market and get them all over the place on properties that you don't own. 

So one nice thing about running some display ads there, a new Google dashboard is you get placement on their stuff. Plus you get access to everything else. Now, granted, they, they take a little money in the middle. Can't blame her from that. Um, but they also are giving you a little gateway into what is traditionally a very expensive wholesale market that has a high buy in and so forth. So it's great for local businesses, get your feet wet with that. But I love that use of it. And again, I love putting offers out in there and I love telling an advertising story with that. So we get an ad that looks like part a of the story and had that's part B of the story and ad that's part C and maybe even part D of the story of about a brand. And we run those ads across, um, excuse me, I got a phone call there. 

Uh, we run those ads out, like over a series of like maybe 10 or 12 days. So that the person who seen these ads is starting to see a story about the business or the brand or the offer or the product. Right. And the ads are starting to tell that story and starting to tell that story. So anyways, that's, that's where we like to use them. Um, you can use them to generate cold traffic. It's not my knee jerk thing to do, but it work. And we definitely have a lot of that going as well. I like to feather that in though, once I can get a good established campaigns and traffic going with other sources and so forth. So that's typically what we do. Um, but the best uses are visually re memorable ads. And if you have a product, I can't say enough about it. 

If you sell a product, you've got to be doing display advertising, okay, period. You've got to show this thing that you want people to buy. If you have anything that you need to show somebody, then this is the ad type for you. If you're a service-based business or you sell an intangible, you still can play in this space, but for product people, this is a must. Do you know, frankly, I mean, if you're selling a thing, widget, whatever, you got to take a picture of it, great picture and get it in front of people's eyes. So they can remember this product, this brand, this brand sells this product and start making that association. So when the need comes up, they go to you and you get the sale. It's just that simple. Okay. So again, little longer video. And I apologize for that, but there's so much to say about this. 

I probably could cut these down, cut them up. I don't know, but we're getting them done anyway. So if it helps straighten out your mind a little bit on display ads inside Google and its differentiation between PPC, uh, even though it's happening on the same dashboard, then that is great. Share this to somebody who's maybe struggling or, you know, think maybe that they need to get their head straightened out about it. So if you want to see more, I'm going to share what I know for the last 10 years and two of those. And you know, and hopefully that helps elevate your game a little bit.