Display advertising for your business
November 21, 2024
Capturing your audience’s attention is important to a successful advertising campaign. One strategy to achieve this is with display advertising on websites and mobile apps, using content, images and videos to promote your business. And the ultimate goal is to encourage specific actions from your audience, such as clicking on a landing page or completing a form.
The value of display advertising
Display ads promote a brand’s products and services and generate leads or sales. With an extensive reach, display ads create strong engagement and elevate brand recognition for your business. Combining display ads with search engine marketing, pay-per-click, email and social media gives you a comprehensive approach that maximizes impact and drives results.
Types of display ads
Display advertising is versatile, offering various advertising formats to fit your different needs:
Static ads: Stationary ads containing text and images are easy to create and load quickly.
Interstitial ads: Full-screen ads covering an entire website or app page gain a browser’s attention.
Animated ads: Use motion to capture attention and convey more complex messages with storytelling.
Video ads: Engage audiences with motion and sound on websites, social media feeds or pop-ups.
Rich media ads: Interactive ads with video, audio and clickable features for an engaging experience, often expanding and revealing additional content when hovered over or clicked.
Native display ads: Feel less like ads as they relate to the native content the consumer is viewing.
Pop-up ads: Appear as static or interactive small windows over a website’s content.
Understanding the pros and cons
Understanding the pros and cons of display advertising helps create effective, user-friendly advertising campaigns.
Pros
Large audience: Display ads reach a broad and diverse audience for extensive brand exposure.
Creative flexibility: Leveraging visuals, graphics and multimedia, display ads showcase your products or services in a meaningful way, capturing attention and leaving a lasting impression.
Precise targeting: Tailor your ads based on demographics, interests and behaviors. Remarket ads to consumers who have previously interacted with your website or social media.
Cost-effective: Display ads often have a lower cost per impression compared to other advertising channels, allowing for efficient use of your budget.
Cons
Lower conversions: While effective for brand awareness and initial interest, display ads may have lower direct conversion rates. However, the lower cost per click makes them a valuable option.
Ad blockers: Consumers may use software programs or browser extensions that prevent advertisements from being displayed on web pages. To help negate this, find a balance between your advertising content and consumer preferences.
Banner blindness: Due to the number of online ads, consumers may ignore advertising, resulting in lower engagement and effectiveness. You offset this with eye-catching visuals that capture attention.
Steps to get started
Following a series of strategic steps is important to reach your desired audience and achieve your advertising objectives.
Set clear advertising goals: Define whether you want to increase brand awareness, drive website traffic or generate leads.
Partner with an experienced team: Tackling strategy, ad design and campaign management can be overwhelming. Partnering with us gives you access to an expert team, ensuring successful campaign performance and allowing you to focus on your business.
Understand your target audience: Conduct market research to identify your audience’s demographics, interests and behaviors.
Know your competitors: By analyzing competitors’ ad placements, designs and messaging, you learn valuable insights to refine your advertising strategy, stay ahead of industry trends and better resonate with your target audience.
Choose the right network or platform: Select a social media network or search engine platform that aligns with your advertising goals, audience and budget.
Determine placement: Decide where your ads should appear, considering websites, apps and retargeting options.
Design compelling ads: Create visually appealing ads with high-quality images, compelling copy and clear calls-to-action.
Set a budget: Determine your budget based on your goals, your audience and the network and platforms you’ll use.
Set up tracking and measurement: Use UTM parameters, conversion tracking codes and pixel tracking to measure performance.
Test and optimize: Experiment with different ad variations and refine your targeting based on what works best.
Placing display ads across websites and mobile apps drives action from your audience. By combining with other strategies, your businesses can maximize impact with real results and growth. Your display advertising is about reaching your audience, creating meaningful interactions and paving the way for lasting brand recognition.
Glossary
Calls to action: Prompts that encourage consumers to take a specific action, such as making a purchase or signing up for a newsletter.
Conversion rates: The percentage of visitors who complete a specific action on a website.
Conversion tracking codes: Tags or scripts added to a website to track and measure the effectiveness of advertising efforts.
Cost per click: The amount paid for each click on a pay-per-click advertisement.
Cost per impression: The cost of 1,000 ad impressions in online advertising.
Pixel tracking codes: Small, often transparent, images used on web pages to track consumer behavior and collect data for marketing analysis.
Urchin Tracking Module (UTM): A code added to a URL to track the success of a marketing campaign.
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