Make Your Brand Impossible
to Ignore Across the Web
Display and YouTube ads aren’t the highest direct-conversion channel — and they’re not meant to be. They build the brand familiarity that makes every other campaign in your account perform better. Buyers who’ve seen your brand on YouTube before they search on Google convert at higher rates, at lower CPC, and with higher average order values. That’s the compounding effect of Display and Video done correctly.
Independent agency — not affiliated with, endorsed by, or connected to Shopify Inc. or Google LLC.
⚡ Right now, your competitors may be building brand familiarity with your potential buyers on YouTube and Display — meaning when those buyers search on Google, they recognise your competitor’s name and click theirs over yours. Brand familiarity wins the conversion when everything else is equal.
Your Shopping Ads Are Competing Against
Brands Buyers Already Know and Trust
When a buyer searches “women’s running shoes” and sees your Shopping Ad next to a brand they’ve already seen on YouTube, recognized on Instagram, and noticed on websites they visit — they click the familiar brand. Not because the unfamiliar product is worse. Because familiarity feels like trust, and trust is the deciding factor when price and product quality are similar.
Display and Video ads don’t ask for the sale immediately. They build the recognisability that makes the sale happen more easily when buyers eventually search. Stores running Display alongside Shopping consistently see higher Shopping conversion rates, lower CPCs, and higher average order values — because brand-familiar visitors convert better across every channel.
The compounding benefit: Display and Video CPMs are $2–$8 — meaning you can reach thousands of in-market buyers for the same cost as a handful of Shopping clicks. The objective isn’t immediate conversion. It’s building the brand recognition that reduces the cost of every future conversion across your entire Google Ads account.
What Display & Video Ads Deliver
for Shopify Stores
Not direct conversion numbers — the upstream metrics that explain why Display and Video consistently improve the performance of every other campaign in your account.
Shopping CVR Lift
Average Shopping conversion rate improvement for buyers who had prior YouTube exposure to the brand vs cold buyers seeing the Shopping Ad for the first time.
CPM on Display
Cost per thousand impressions on Google Display Network — reaching in-market buyers at a fraction of the cost of Search and Shopping clicks for brand awareness building.
Monthly YouTube Users
YouTube reaches more 18–49 year olds than any cable TV network — your product in front of your target audience while they watch relevant content, before they search.
Lower Blended CPA
Brand-familiar buyers who find you through Shopping convert faster — requiring fewer paid touchpoints to close, reducing your overall cost per acquisition across channels.
The Brand Familiarity Effect —
How Display Makes Your Other Ads Cheaper
Brand Familiarity Is the Hidden Variable in Your Google Ads ROAS
Two stores running identical Shopping campaigns — same product, same price, same keyword. One has been running YouTube and Display ads to in-market audiences for 3 months. One hasn’t. The store with prior brand exposure gets higher CTR, higher conversion rate, and lower CPC on every Shopping click. The difference isn’t the Shopping campaign. It’s the brand familiarity built before the search happened.
This is the compounding effect of Display and Video — not immediate, not linear, but real and measurable in the performance of every campaign running alongside it.
Buyer sees YouTube ad for your store
In-market audience targeting ensures they were already researching products in your category — not a random impression
Buyer searches on Google 3–7 days later
They see your Shopping Ad alongside competitors — but they recognise your brand from the YouTube ad they saw
Familiarity tips the click decision
All else equal, familiar brands get clicked more — your Shopping CTR improves without changing the ad or the bid
Familiarity improves on-site conversion
A buyer who’s seen your brand before converts at a higher rate on your Shopify store — lower bounce rate, higher add-to-cart, lower abandonment
Measurable Impact on Your Other Campaigns
These are the specific improvements we track in accounts where Display and Video run alongside Shopping — the upstream effects that show up in your other campaign performance data.
Shopping CTR Improvement
Brand-familiar buyers click Shopping Ads at higher rates — improving Quality Score signals and reducing CPCs over time for the same keywords
On-Site Conversion Rate Lift
Buyers who’ve seen Display or Video ads before landing on your Shopify store convert at measurably higher rates — tracked in Google Analytics as a traffic segment comparison
Remarketing Audience Size Growth
Display drives site visits that build remarketing audiences faster — more visitors means larger remarketing pools and more recovery opportunities from dynamic remarketing
Blended CPA Reduction
As brand familiarity grows, the average number of paid touchpoints needed to close a sale decreases — reducing your blended cost per acquisition across all channels
Every Display & Video Format We Build
for Shopify Stores
Each format serves a different placement and audience stage — we select the right combination per store based on budget, catalog type, and brand awareness objectives.
YouTube Skippable In-Stream Ads
15–30 seconds · Pre/mid-roll · Skippable after 5s · In-market targeting
- 15–30 second video ads shown before and during relevant YouTube videos — you only pay when viewers watch 30+ seconds or click
- In-market audience targeting — shown to viewers actively researching products in your category, not random impressions
- Hook in first 5 seconds is critical — brand and product shown before the skip button activates to maximize view rate
- Best for: product launches, seasonal campaigns, building awareness with buyers in the research phase
- Video creative briefing provided — we specify exactly what to film and how to structure the 5-second hook for maximum impact
YouTube Bumper Ads
6 seconds · Non-skippable · CPM billing · High frequency
- 6-second non-skippable ads — the most efficient format for brand recall and message delivery at scale
- CPM billing — you pay per thousand impressions, not per view, making reach-focused campaigns highly cost-efficient
- Ideal for retargeting past visitors — reinforce brand with viewers who already know you but haven’t converted
- Product highlight format — one product, one benefit, one clear brand identity in exactly 6 seconds
- Best for: supporting Shopping campaigns, seasonal promotions, and keeping brand top-of-mind for warm audiences
Responsive Display Ads
Multiple sizes · GDN · Auto-assembled · All placements
- Google automatically assembles ads from your uploaded images, headlines, and descriptions — serving the best-performing combination per placement
- Covers all standard banner sizes (300×250, 728×90, 160×600, 320×50, 320×480) without creating individual ad sizes manually
- Multiple image ratios uploaded — 1:1 square, 1.91:1 landscape, and 4:5 portrait for full placement coverage
- Headline and description testing built-in — Google identifies which combinations perform best over time
- Best for: retargeting past visitors, in-market audience prospecting, and brand awareness at lower CPMs
Gmail Ads
Promotions/Social tab · Native format · High attention context
- Native ads appearing in Gmail’s Promotions and Social tabs — high-attention placement where buyers are already in a shopping mindset
- Expandable format — collapsed teaser expands to full email-style ad with images, copy, and direct purchase link
- Competitor audience targeting — Gmail ads can target users who receive emails from competitor brands
- Interest and in-market targeting — shown to Gmail users whose inbox behaviour indicates interest in your product category
- Best for: product launches, seasonal promotions, and reaching competitor audiences in a high-intent context
Placement Exclusions — Where Most
Display Budgets Quietly Disappear
Without placement exclusions, Google Display Network serves your ads on any website or app it considers relevant — including many that are low-quality, brand-unsafe, or simply don’t reach buyers. We build the exclusion list before campaigns launch.
Placements Google Serves to by Default — and Why They Waste Your Budget
Google Display Network includes 35M+ websites and apps. Without exclusions, your Shopify store ads appear on mobile games where users accidentally click, low-traffic blog sites with bot traffic, children’s content that can’t convert adult buyers, and parked domain pages with no real visitors. Every click from these placements costs the same as a click from a high-quality placement — but converts at near-zero.
Mobile games & apps: Accidental clicks from game players inflate CTR metrics while generating zero purchases — one of the highest-volume wasted spend sources on Display
Parked domains & MFA sites: Made-for-Advertising sites with no real audience — exist purely to collect Display ad spend from networks that don’t exclude them
Children’s YouTube content: COPPA-restricted placements can’t show personalised ads — your targeting is ignored, and the audience can’t buy
Low-traffic blogs & forums: Sites with minimal traffic serving ads primarily to bots — impressions register, no real humans ever see the ad
Irrelevant category sites: Google’s content targeting is imperfect — your fashion store can appear on automotive sites, political content, or news sites unrelated to your buyers
Our Placement Exclusion Approach
Built before launch, expanded weekly from placement data — targeting only the placements that reach genuine in-market buyers.
Pre-launch exclusion list: 500+ placement exclusions added before campaigns go live — mobile games, adult content, children’s content, parked domains, and MFA sites all excluded immediately
Category-level exclusions: Entire content categories excluded where relevant — gambling, politics, sensitive social issues — protecting brand safety across the campaign
Weekly placement review: Specific poor-performing placements identified from impression and conversion data and added to exclusions weekly
App vs web separation: Mobile app placements assessed separately — most Shopify stores benefit from excluding all mobile app placements entirely
Topic targeting overlays: Positive topic and content targeting added alongside exclusions so Display concentrates on relevant content categories
Monthly placement report: Top-performing and top-wasting placements documented with actions taken — full transparency on where Display budget is going
Complete Display & Video Ads Management
for Shopify Stores
From audience targeting and creative briefing to placement exclusions and weekly optimization — everything required to run Display and Video profitably.
Audience Targeting Strategy
In-market, affinity, custom intent, and remarketing — each for a different purpose.
- In-market audience research — Google’s in-market segments most relevant to your product categories identified and applied
- Custom intent audiences — audiences built from buyer search terms so Display reaches people actively searching for products in your category
- Affinity audiences — interest-based targeting for broad awareness campaigns reaching buyers with lifestyle interests matching your brand
- Remarketing audiences — Display ads to past site visitors, product viewers, and cart abandoners for brand reinforcement
- Similar audience segments — lookalike audiences based on your existing customer purchase data for cold prospecting
- Customer list upload — existing customer file uploaded for exclusion from prospecting and for lookalike seed audience
- Audience performance monitoring — which segments drive view-through conversions and site revisits tracked monthly
Creative Setup & Asset Management
Ad creative configured correctly across all formats and placement sizes.
- Responsive Display Ad setup — multiple headlines, descriptions, and images at all required aspect ratios uploaded and configured
- YouTube ad campaign setup — skippable in-stream, non-skippable bumper, or video discovery ads configured per objective
- Gmail Sponsored Promotions setup — native Gmail ad format configured with expandable content and direct product links
- Video creative brief — specific filming and structure guidance for YouTube ads including 5-second hook requirements
- Brand asset configuration — logo, brand colors, and brand name applied consistently across all Display ad formats
- Asset performance review — monthly check identifying which image and headline combinations perform best for replacement of underperformers
- Seasonal creative updates — ad creative refreshed for peak periods — holiday, sale events, product launches
Placement Exclusions & Brand Safety
500+ exclusions before launch. Weekly additions from placement data. Budget goes only to quality placements.
- Pre-launch exclusion list — 500+ placements excluded immediately: mobile games, adult content, children’s content, parked domains, MFA sites
- Content category exclusions — sensitive categories (gambling, political content, tragedies) excluded for brand safety
- Mobile app exclusion assessment — all mobile app placements reviewed; most Shopify stores benefit from full app exclusion
- Weekly placement review — new low-quality placements identified from impression data and added to exclusions
- Topic targeting application — positive content targeting overlays added to concentrate reach on relevant categories
- Placement reporting — top-wasting placements documented monthly with budget recovery quantified
- Brand safety monitoring — ongoing review to ensure ads aren’t serving alongside content that conflicts with brand values
Bidding, Budget & Reporting
CPM and CPV bidding calibrated per campaign objective — awareness vs remarketing need different approaches.
- Bidding strategy selection — CPM for awareness campaigns, Target CPA for remarketing Display, CPV for YouTube engagement objectives
- Budget allocation — awareness vs remarketing Display budgets separated so each serves its correct role without competition
- Frequency cap settings — impression limits set to prevent ad fatigue while maintaining awareness frequency targets
- View-through conversion tracking — Display-influenced purchases tracked to show the upstream contribution to total account revenue
- Cross-channel impact measurement — Shopping performance compared between brand-familiar and non-familiar visitor segments
- Weekly performance monitoring — impressions, reach, frequency, CTR, and view-through conversions reviewed
- Monthly reporting — CPM, reach per audience segment, view-through conversions, and cross-channel ROAS impact reported clearly
From Setup to Brand Familiarity
Building in 2 Weeks
Audience targeting first, placement exclusions second, creative setup third — campaigns live within 2 weeks and brand impact measurable within 60 days.
Audience Research & Strategy
In-market segments identified for your specific product categories. Custom intent audiences built from buyer search terms. Remarketing audiences assessed for size and segmentation. Campaign objectives defined — awareness vs remarketing Display vs YouTube. Budget allocation recommended per format and objective.
Placement Exclusions & Brand Safety Setup
500+ exclusions added before any campaign goes live. Category-level exclusions applied. Mobile app placements assessed and excluded where appropriate. Topic targeting overlays configured. Brand safety settings verified across all campaign types. This step happens before any ad spend is committed.
Creative Setup & Campaign Launch
Responsive Display Ads built with all required image ratios and copy variations. YouTube campaigns configured with correct ad format per objective. Gmail ads set up if applicable. All assets reviewed. Campaigns launched with frequency caps, bidding strategy, and conversion tracking verified before first impression serves.
Weekly Optimization & Monthly Reporting
Weekly: placement review and exclusion additions, frequency monitoring, audience performance check, creative asset performance assessment. Monthly: full report covering CPM, reach, frequency, view-through conversions, and cross-channel impact on Shopping performance — showing the upstream contribution of Display and Video to total account ROAS.
How Display & Video Changes
Your Account Performance Over Time
Not immediate direct conversions — the upstream brand effects that improve every other campaign’s performance month-on-month.
Campaigns Live
Full setup — audience targeting, placement exclusions, creative, tracking — completed and campaigns live within 2 weeks. Brand familiarity starts building from day one.
First Cross-Channel Impact Visible
Shopping conversion rates for Display-exposed visitor segments begin showing measurably vs non-exposed segments — trackable in Google Analytics within 60 days.
CPM — Reach at Scale
Display CPM is $2–$8 on average — reaching thousands of in-market buyers for the same cost as a handful of Shopping clicks. Brand reach at a fraction of conversion campaign costs.
Shopping CVR Lift Potential
Buyers with prior YouTube brand exposure convert on Shopping at measurably higher rates — the clearest indicator of Display and Video’s upstream revenue contribution.
What Changes in Your Account
Specific metric movements we track across accounts where Display and Video run alongside Shopping.
- Shopping CTR improves for brand-familiar segments — Google Quality Score signals benefit from higher click rates on branded impressions
- On-site conversion rate lifts for Display-exposed traffic — tracked as a specific visitor segment in Analytics
- Remarketing audiences grow faster as Display drives additional site visits — more people to remarket to
- Blended CPA falls as brand familiarity reduces the number of paid touchpoints needed to close each sale
- View-through conversions tracked — Display-influenced purchases attributed correctly so contribution is visible in reports
- Placement waste eliminated — 500+ pre-launch exclusions prevent budget going to mobile games, MFA sites, and low-quality placements
Display & Video Is Right for
Your Shopify Store If…
Shopping Running, Wanting Higher CVR
Your Shopping campaigns are active but conversion rates are average. Display builds the brand familiarity that lifts Shopping CVR — the most cost-efficient way to improve Shopping performance without touching the campaigns.
New Brand, No Recognition
You’re a new Shopify store competing against established brands. Display and YouTube are the fastest ways to build the brand recognition that makes buyers choose you over a name they don’t know.
Product Launch or New Collection
Launching a new product or seasonal collection. YouTube and Display build awareness and anticipation before and during the launch — seeding the interest that Shopping campaigns then convert.
High CAC, Want to Reduce It
Your cost per new customer acquisition is high. Display builds brand familiarity that reduces the number of paid touchpoints needed to close each sale — systematically lowering blended CAC over time.
Entering a New Market
Expanding into USA, UK, Australia, or Europe. Display and YouTube build brand recognition in a new market before Shopping campaigns launch — giving paid campaigns a familiarity head start.
Want YouTube Product Reach
You have product video content (or can create simple ones) and want to reach in-market buyers on YouTube while they research — before they type a search query and enter a Shopping auction.
Your Competitors Are Building Brand Familiarity With Your Buyers Right Now.
A free Display audit takes 30 minutes — we’ll review your current setup, audience targeting, and placement exclusions, and show you exactly where budget is leaking before you commit to anything.
Display & Video Ads Questions,
Answered Honestly
Build the Brand Familiarity That Makes Every Other Campaign Work Harder.
Free 30-minute Display audit. We’ll review your audience targeting, placement exclusions, and show you exactly how Display and Video can lower your blended CPA across the whole account.