"Great Ads Attract People. Great Strategy Brings Them Back."
Display Advertising & Retargeting
What is Display Advertising?
Display advertising uses visual ads — banners, responsive ads, and rich media — shown across websites, apps, and digital platforms to build brand awareness and generate clicks. Ads can appear on desktop, mobile, and inside the apps your customers already use every day.
- Banner Ads — Traditional image ads in a range of standard sizes.
- Responsive Display Ads — Automatically adapt to fit different placements.
- Native Ads — Blend with the look and feel of the platform they appear on.
- Video Ads — Engaging video content served across web and apps.
What is Retargeting?
Retargeting shows ads to people who already visited your website or interacted with your business but didn't convert. It's what happens after someone visits, leaves without buying, and is quietly added to an audience — so they keep seeing your business until they come back and convert.
Why You Need Display & Retargeting
Most visitors don't convert on their first visit. Display advertising keeps your brand visible everywhere your customers go online, and retargeting makes sure the people who already showed interest don't just disappear.
- Increases brand recall — keeps your brand top of mind.
- More website traffic and leads — reaches new and returning audiences.
- Better engagement and loyalty — stays with prospects through the buying process.
- A competitive edge over businesses that only advertise once and move on.
Ads appear across websites, apps, and the digital world.
Targeting Options
Display campaigns can reach the right people at the right time — we layer these together based on your goals and budget.
Demographics
Age, gender, income, and other core audience characteristics.
Interests & Behaviors
What your prospects care about and do online.
Location Targeting
Reach people in specific towns, regions, or service areas.
Contextual Targeting
Show ads alongside content and sites relevant to your business.
Custom Audiences
Use your own customer and site data to reach high-value segments.
How Retargeting Works
A quiet, automatic path from a first visit to a returning customer.
Why Retargeting Works
It's often the highest-return piece of a display strategy, because you're spending ad dollars on people who already know your business.
Increases Brand Recall
Keeps your brand top of mind after that first visit.
Re-Engages Warm Prospects
Targets people already familiar with your business.
More Conversion Opportunities
Reaches high-intent audiences close to deciding.
Supports the Full Buyer Journey
Stays with prospects from consideration to conversion.
Key Metrics We Track
Every campaign is reported against the numbers that actually matter — figures below are illustrative benchmarks; your results depend on budget, industry, and targeting.
Best Practices
The habits that separate a campaign that just spends budget from one that actually grows your business.
Match ad creative to audience intent
Use frequency caps to avoid ad fatigue
Segment audiences by behavior
Align ads with strong landing pages
Exclude recent converters when appropriate
Test headlines, images, and calls to action
Why Partner with Maine Street Marketing for Display & Retargeting
Display advertising and retargeting only work when they're managed strategically and watched closely — and that takes more time than most business owners have. Our team builds the ad creative, sets up audience segmentation and frequency caps, manages bids across platforms, and reports on real performance, not just impressions.
Ready to put your business in front of more customers? Contact us today for a free consultation.
Display Advertising & Retargeting
Frequently Asked Questions
Answers to what businesses usually want to know before getting started.
What's the difference between display advertising and retargeting?
Display advertising is the broader category — visual ads shown across websites and apps to build awareness with new audiences. Retargeting is a specific, highly targeted form of display advertising aimed only at people who already visited your site or interacted with your business. Most effective campaigns run both together.
Is retargeting too "creepy" or intrusive for potential customers?
Not when it's done well. We use frequency caps so the same person isn't shown the same ad too often, and we exclude people who've already converted whenever it makes sense. Done right, retargeting reads as a helpful reminder rather than a nuisance.
What budget do I need to get started?
It depends on your industry, your goals, and how much traffic your site already gets — retargeting in particular needs enough visitors to build a meaningful audience. We'll recommend a starting budget for both display and retargeting during a free consultation rather than quoting a flat number.
Which platforms do you use for display and retargeting campaigns?
We choose the mix of ad networks and platforms based on where your customers actually spend time — this can include Google's Display Network, social platforms, and other programmatic inventory. The goal is reach where it matters, not the biggest possible list of platforms.
How do you measure whether a campaign is actually working?
We track impressions, click-through rate, cost per click, conversions, cost per acquisition, and return on ad spend, and report on what those numbers mean for your business — not just raw traffic. You'll always know what your ad spend is actually producing.
Can display advertising work alongside our SEO and social media efforts?
Yes — it's meant to. Display and retargeting keep your brand visible while SEO and social media build longer-term organic visibility, and retargeting specifically supports both by re-engaging visitors those channels brought in the first time.
Not sure which channels are right for your business?
Contact Us