Jul. 15, 2024
Consumer Electronics
Display ads are everywhere. They can appear on just about any type of website and are a great way for small businesses to reach relevant consumers. But what makes display advertising different from other types of online advertising, and why do you need display ads for your small business?
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In this post, we&#;re covering what display advertising is and the benefits of display advertising (plus, how it works with other strategies to boost the effectiveness of your marketing).
Let&#;s start with a quick definition: Display advertising is a type of online advertising that involves running visual ads that appear on websites and typically include a call to action. Display ads can appear on any type of site that a consumer visits.
Display advertising is different from search advertising or pay per click (PPC) ads, which appear on search engine results pages. PPC ads show when a consumer is searching on a search engine like Google or Bing, and display ads show on the site the consumer clicks on from search engines (or any site they visit when they&#;re online).
There are a few different types of display ads out there, and each serves a unique purpose. For example, you can run display ads on the USA TODAY NETWORK so you can get seen on local and national news sites to drive awareness and clicks to your website. Other display ads, like geofencing ads, allow you to target consumers based on their location and (hopefully) drive them to your storefront or website.
So, now that we know what display advertising is, let&#;s talk about why it&#;s such a powerful marketing strategy for small businesses.
One of the first benefits of display advertising is that display ads can (and should!) be designed and styled. Regular PPC ads are text only and have to adhere to character counts, limiting how effectively and quickly you can capture attention and convey your message.
With digital display advertising, you can use graphics, video, audio, and your company&#;s branding to stand out to users and attract their attention.
Here&#;s a display ad our team created to grab attention and drive users to a specific blog post.
In order to get a new customer, that customer needs to be aware that your business exists. And according to Localogy, consumers must encounter a brand 10 times before they think about doing business with them &#; up from seven just a few years ago.
Display advertising allows you to go on the offensive and get in front of consumers before they need a specific good or service from you. By the time they need what your business offers, you have a better chance of being who they consider since they&#;ve encountered your name time and again online.
When running digital marketing campaigns, it&#;s important to target the people most relevant to your business. Just as with PPC and Facebook advertising targeting, you can create specific parameters for your digital display advertising: which sites your display ads appear on, which geographic area they appear in, and which demographic or niche market they appear to.
For example, a car dealership can target people of driving age who live in their zip code and are visiting auto-related websites.
The benefit of targeting your display ads is that you can maximize your spend and ensure you&#;re getting seen by the most relevant audience.
Display ad retargeting involves showing display ads to consumers based on their past behavior online, including those who have visited your website but didn&#;t convert into a customer.
This has probably happened to you. You&#;re browsing, say, electric drills on a home improvement store site. You go to search for something else entirely on Google, and when you land on a blog or website from Google, you see ads for electric drills on those pages, trumpeting a sale at that same home improvement store.
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You&#;ve already expressed interest in a product they sell. Now you&#;re not only seeing their name come up again in your field of vision, but you&#;re also encountering a great deal of content that might be the final push you need to make a purchase decision. Display retargeting is a great way to engage these consumers who already know about your business and go that extra mile to seal the deal.
Geofencing is another effective display advertising tactic. By pushing advertisements through to mobile devices based on a consumer&#;s current location, you can direct your advertising at people who are out shopping now and whose purchase intent is high.
Geofencing allows you to set up a virtual perimeter around a geographic area, like your business&#;s location or a competitor&#;s. From there, you can push through geofencing ads in the form of offers and deals to anyone who enters that area with their mobile device.
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Geofencing can help you grab the attention of new consumers who are in the area and might be looking for exactly what you provide or entice old customers back with your timely offer.
Related: See top benefits of digital marketing strategies like display ads.
Display advertising is a great way to interrupt consumers who are thinking about doing business with a competitor and get them to do business with you instead. Using search retargeting to go after those who have looked for products on your competitor&#;s website and then offering a great deal for that same product on your own site is one way to win new customers.
Display advertising works great in tandem with other marketing strategies. Let&#;s look at PPC and display advertising: Studies have shown that 27% of consumers conduct a search for a business after seeing their display ad, and there&#;s a 59% lift in conversion when users conducted a search related to a display ad.
While PPC and SEO may be your top drivers of direct traffic and conversions, it&#;s important not to discredit the power of building brand awareness for your business &#; something that display advertising does beautifully.
It&#;s important to measure your marketing performance so you know what&#;s working to grow your business. With display advertising, you can track how many times your ads have been seen, and how many users have clicked on your ads. Because display advertising is primarily a brand awareness-building marketing strategy, the number of impressions your ads are receiving will be your top metric to consider for success.
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Display advertising is a powerful marketing strategy, and when you use it in conjunction with other efforts as a part of a broader strategy, it can boost your marketing&#;s effectiveness. From raising general awareness early in the customer journey to tempting repeat customers back yet again with targeted deals and offers, display advertising is a smart tactic everywhere along the customer journey.
Just to recap, here are the top 8 benefits of display advertising:
Stephanie is the Associate Director of Content for LocaliQ and WordStream. She has over 10 years of experience in content and social media marketing and loves writing about all things digital marketing. When she&#;s not researching the latest and greatest marketing news and updates, she&#;s probably watching reality TV with her husband, reading, or playing with her two pups.
Other posts by Stephanie Heitman
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Display ads are really good at grabbing your attention. You&#;ve undoubtedly seen a display ad before; they are like billboards &#; but for the internet. One of the incredible benefits of display advertising is that it enables you to target your ideal customers based on their browsing behavior and other demographic data. But what makes them different from other types of ads?
When combined with other strategies, display ads can be an even bigger boost for your business! Keep reading to learn the best display advertising benefits you can use to capture attention and drive results.
A display ad is an advertisement that appears alongside website content. Display ads are usually displayed above or below an article or blog post. The most common type of display ad is the banner ad which appears across the top of a website. These ads are often used to promote products and services. Display ads often make use of imagery, logos, animations, buttons, rich media, videos, or other graphics to communicate a message. Unlike text-based ads, display ads show on websites, apps, and social media platforms&#;not in SERPs (Search Engine Results Pages). They help promote businesses or brands when people browse online, watch YouTube videos, check their , or use mobile apps.
Although display ads typically have low click-through rates (CTR)&#;just 0.35% across all formats and platforms&#;their effectiveness is not easily measured by CTR alone. When other metrics are considered, display ads boost brand awareness and intent to purchase significantly.
Still not convinced? Here are five advantages of display ads that will make you reconsider.
Display-style ads made with graphic content and designed in the style of your business or brand. With display ads, you can be as creative as possible. The use of bright colors, large text, video, audio, rich media, or even animation are all ways to make your display ads stand out. The goal is to draw viewers&#; attention towards the content you want them to see and move them in the direction you want them to go.
Display ads, like paid search or pay-per-click ads, include a headline, text, and URL. However, display ads also contain some type of graphic, video, or audio element which makes them stand out. In addition, regular SEM (Search Engine Marketing) advertisements include character counts, limiting your messaging opportunity. Display ads allow for catchy messaging, plus graphics, video, and your company&#;s branding to stand out and attract attention.
While search advertising influences an audience with an intent to purchase, display advertising helps create initial interest. In fact, a recent study found that brand awareness increased by 21% in campaigns that utilized digital display ads. Display ads have a wide reach and are popular on websites that receive potential customers frequently. For example, running a campaign using the Google Display Network (GDN), which integrates your ads into carefully chosen websites, will place your ads in front of targeted audiences across the globe.
Let&#;s say a customer is on a website for gardening ideas. An example of a display ad that might appear is an advertisement for a garden center or landscaping supply shop. The customer may not have known about the store being advertised. They may not even be looking to make a purchase. But the ad would let them know about a nearby place to shop the next time they need gardening supplies. This shows how effective display advertising can keep your brand front of mind for potential customers and convert them when the time is right.
Remarketing allows your business to position targeted display ads in front of a defined audience that has previously visited your website as they browse elsewhere on the internet. Once a potential customer knows about your product or service, a well-placed display ad can remind them to make a purchase.
Remarketing is a smart way to connect with potential customers who may not have made an initial purchase or inquiry. There is a high degree of targeting flexibility and the Google Display Network also allows you to filter your targeting to show only on specific sites or exclude specific sites. You can even showcase display ads that include a brand message or a specific product that your potential customer viewed while on your website.
The Google Display Network and Facebook Advertising offer detailed reports that include which display advertisements have the most clicks and what the value is for those clicks. In addition, the GDN has what is called a view-through window, which monitors anyone who has seen your display ad in a specific time frame and whether or not they converted into a customer or lead.
GDN&#;s view-through window shows you if your display and video ads are contributing to conversions. Plus, the view-through window is an important tool because research has shown that an ad being seen has a greater conversion than an ad being clicked.
Unlike other advertising channels such as television or radio, which require large investments in production, it&#;s relatively inexpensive to start running display ads. With only an image and some text, you can start creating display ad campaigns that will help you drive traffic back to your website.
Display ad pricing is inexpensive as well. Typically calculated according to &#;number of impressions&#; (with one impression equivalent to a single page view by an internet user), rates can go as low as 50 cents per one thousand impressions (CPM) for highly targeted campaigns. This means that for 50 cents, your ad can be seen times.
After discovering how beneficial display advertising can be, it&#;s clear that this marketing strategy is an excellent way to increase brand awareness, drive traffic back to your website, and ultimately, improve conversions. Millennium Agency offers a variety of display advertising options as part of our larger digital marketing services. Want to get in on the display advertising action? Contact us to plan your online media buying strategy today.
Millennium Agency is a national, award-winning, digital, creative, content/PR, and video marketing firm. With offices in Boston and New Hampshire, our team unites creative branding and data analytics to accelerate our clients&#; growth, while combining our clients&#; vision with our marketing expertise to increase sales opportunities and drive brand success. From video advertising and web design to social media and PR, Millennium can guide your marketing efforts every step of the way. Contact the professionals at Millennium Agency to learn more!
Linda Fanaras is the President and Founder of Millennium Agency (www.mill.agency) located in Manchester, NH and Boston. She can be reached at 877-873- or .
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