Get Google Display ads in Singapore that reach the right people

They work best for winning back people who visited your site, and for reaching narrow audiences with a clear offer. As a first campaign for a small business, Search ads usually bring enquiries faster.

Search ads show when someone searches for what you sell, so they reach people actively looking. Display ads show as images on websites and apps people are browsing, so they reach people earlier, before they're searching.

Facebook's targeting by interest and demographics is usually sharper. Display reaches people across millions of sites and is strong for remarketing. Many businesses use Facebook for new audiences and Display to bring visitors back.

With me, running them is part of the Website and Google Ads plan, SGD 2,545 a month flat for ad budgets up to SGD 10,000. The ad budget goes to Google separately.

With placement exclusions and content exclusions in the campaign settings, and by checking the placement report regularly and excluding sites and apps that bring junk clicks. I set the exclusions before launch and keep adding to them.

Display click-through rates are much lower than search, because people aren't looking for you when they see the ad. Judge display on cost per enquiry and on remarketing results, not on clicks.

Responsive display ads usually reach more placements, because Google fits your images and headlines to every size. Static banners give exact control over the design. I usually start responsive and add static banners for key placements.

When results drop and the same people have seen it many times, often every few weeks for remarketing. Frequency caps slow the fatigue down.