In the last decade or so, display advertising has become a powerful tool for businesses to promote their products and services, increase brand visibility, and drive conversions. Being a PPC agency in London, we strategically place display ads as banners, images, and videos on websites, apps, and social media platforms to capture the attention of our clients’ target audiences. And here is why you could also benefit from display advertising to achieve your marketing goals.
But First, What Are Display Ads?
Display ads are the most common type of online advertising. These ads appear on websites and mobile apps and are typically displayed across the top or bottom of a website page. Such ads often include images and text. They also include links that direct users to specific pages on your site or even direct them to related websites when clicked on.
Typically, display ads are often referred to as “retargeting ads” because they appear when you visit other websites that have used the same ad platform. This means that your ad may appear in an app or as a sponsored post on the targeted user’s Facebook or Instagram.
Display ads are designed to be seen by users on the web. So, these types of ads can take up as much as a third of a page and can be distracting if a user is trying to read something else on the page. That is why many people don't prefer them. But if you design them correctly, they can work wonders for you.
Increased Brand Visibility
Display advertising allows you to showcase your brand to a wide audience across various websites and platforms. By leveraging visually appealing creatives, you can capture the attention of potential customers and create brand recognition. Display ads act as virtual billboards, making your brand visible to users as they browse the internet or engage with their favourite apps.
Let’s say you own a travel agency specializing in luxury vacations. Through display advertising, you can place visually stunning ads featuring idyllic beach destinations or luxurious resorts on popular travel websites, lifestyle blogs, or social media platforms. This increased brand visibility can attract users who may be interested in booking their next vacation and create brand association with high-quality travel experiences.
Targeted Audience Reach
Display advertising offers precise targeting options to ensure that your ads are seen by the right audience. You can define your target audience based on demographics, interests, behaviours, location, and more. This level of targeting allows you to reach users who are more likely to be interested in your products or services, increasing the effectiveness of your campaigns.
For instance, if you sell athletic apparel, you can target users who have previously shown an interest in fitness, follow relevant sports blogs, or engage with fitness influencers on social media. By displaying your ads to this specific audience, you can improve the chances of driving qualified traffic to your website and converting them into customers because they won’t need a high level of persuasion.
Enhanced Brand Recall
Display ads contribute to improved brand recall by reinforcing your brand message and creating a lasting impression on viewers. Through visually appealing designs, compelling messaging, and consistent branding, you can leave a positive and memorable impact on your target audience.
Consider the example of a consumer electronics company launching a new smartphone model. By using display advertising, the company can showcase the phone's sleek design, innovative features, and competitive pricing across a network of technology-related websites and mobile apps. This repeated exposure to the target audience can help them enhance brand recall, making users more likely to remember the brand and consider purchasing the new smartphone when the need arises.
Remarketing Opportunities
As mentioned earlier, display advertising provides an excellent opportunity for remarketing campaigns. Remarketing allows you to reconnect with users who have previously visited your website or engaged with your brand but didn't complete a desired action, such as making a purchase. By displaying targeted ads to these users as they browse other websites, you can remind them of your products or services and entice them to return and convert.
For example, an eCommerce retailer can use display remarketing to show tailored ads featuring products that users previously viewed or added to their shopping carts but didn't purchase. This reminder can re-engage potential customers and provide an extra push to complete the transaction.
Measurable Results And Optimization
Display advertising provides comprehensive analytics and tracking tools to measure the effectiveness of your campaigns. You can track key metrics like impressions, clicks, click- through rates, conversions, and return on ad spend (ROAS). This data-driven approach allows you to assess the performance of your ads, identify areas for improvement, and optimize your campaigns accordingly.
For instance, by analyzing the data, you may discover that certain ad placements or creative formats yield higher engagement or conversion rates. Armed with this information, you can reallocate your budget, refine your targeting, or modify your creatives to optimize the performance of your display ads and achieve better results.
Display ads are an excellent way to get visibility for products and brands that might not be well known yet. But because they can pop up everywhere, you need to ensure your strategy includes a cap on the impressions to avoid driving a potential customer away. Like any other form of advertising, display ads also require hours of planning before being implemented. So, make sure you don’t invest in them unless you have all the pieces in place.
