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A popular and effective format of digital advertising is display advertising. It is completely driven by the visuals it uses to attract attention and spread brand awareness across the internet.
Display ads are a lucrative method of advertising for marketers looking for ways to reach and acquire customers. They make generous use of visual media in the form of texts, images, or even videos to catch people’s attention.
You can usually spot display ads in designated corners of webpages and social media platforms, and they are usually showcased in the form of a banner ad (graphic or text). All campaigns ranging from the ones using simple text to those with attractive videos can be grouped under display advertising.
Most successful display advertising campaigns use a clever combination of images, text, gifs, and videos to stand out on the internet and send their message across to the targeted audience. Marketers can play around with language, design, shapes, and sizes of banners to create engaging display ads.
So, now that you have your answer to ‘what is display advertising?’, let’s explore the concept in-depth.
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.
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.
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.
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.
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.
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. 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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