I've been working on getting the brand name out in the real world for my new startup, Sage. Part of that was and is running Google Smart Campaigns for some limited advertising. I created a few targeted ads around Home Wifi Troubleshooting, along with getting a mortgage loan for a new house.

Recently, I started noticing a growing number of website hits from "Display" showing up in my Acquisition menu of Google Analytics. This is clearly about 'display ads' running from Google. A quick cursory read showed it has to do with Google's algorithms displaying your ads to other users as they use Google products. What isn't clear to me is why these started just recently, and how can I increase their effectiveness?

Bounce rates, pages/session, avg. session duration metrics are all way worse than my standard website metrics. This is probably to be expected as Sage is new and just beginning to get out there.

Any coaching on my SEO or my ad campaigns to make this more effective? Are these the types of users I want putting eyes on my website, or do I need to adjust my ad campaigns?

Thanks!

Peter