Display ads are a type of advertising we provide here at The Digital People! These ads appear on the sides of websites and follow the user across the Internet based on what they’ve looked at on the Internet in the past.
Benefits of display advertising:
Display ads are so important because they target users specific needs, which means you’re far more likely to get a conversion. In fact, 80% of internet users are more likely to click on an ad targeted to their specific interests. (Gitnux)
- They deliver relevant messages to specific audience segments and reach the right audience with precision and effectiveness.
- They build brand awareness and increase visibility.
- They can be easily tracked for effectiveness.
- They can be still image ads or video ads served in multiple ways, including OTT/CTV.
Things to keep in mind when running display advertising
To run display ads, you need to understand your goals and why you’re running these ads. This makes it easier to hone in on a message most effective at targeting potential customers.
Next, you’ll need to determine your audience. Who are you running these ads for? This’ll help determine what the ad will promote and what demographics you’re targeting.
Location is another key aspect of display ads. How far are you targeting? Where are you targeting? Choosing too broad of a location with little money could cause you to waste money, so make sure you hone into a specific location!
Finally, determine your budget. This is key to running display ads because with too small of a budget, your ads won’t reach as large an audience as you want! You should base your budget on all of the above aspects of running display ads.
Objectives you can achieve with display advertising
- Drive Brand Awareness- These don’t contain an offer but push people to keep your business top of mind.
- Drive Downloads- Increases website downloads.
- Drive In-Store Traffic- Increase foot traffic at a location.
- Drive Online Sales- Improve volume of website orders.
- Drive Phone Calls- Increase calls to your business.
- Drive Site Traffic- Increases website visitors.
Tactic types
Display ads come with a variety of tactics that can suit any of your needs! Here they are:
Tactics for prospecting customers:
- Contextual Targeting- Form of advertising focus based upon the content of a webpage, targeting in places that have similar content.
- Geo-Targeting- Targeting a group of people in a general geographic area (ZIP code, city, state, etc.). Unlike geo-fencing, this tactic can display banners on laptops, desktops, and mobile devices, but it’s not hyper-targeted. It’s best used for events or other promotions that have a broad audience.
- Geo-Fencing- Targets people who visit specific physical locations, such as a competitor’s store. Once a person enters the geo-fence, they can be targeted through their mobile device.
- Keyword Contextual- This tactic is closely related to category contextual. With keyword contextual, potential customers are targeted based on specific keywords in the content they read online. This differs from search retargeting because it isn’t targeting what people searched, but rather the content they are consuming through blog posts, articles, social media, and other online forums.
Retargeting customers:
- Site Retargeting- This tactic targets users who have visited a client’s website.
- Search Retargeting- Targets people searching for certain keywords and/or phrases.
Measuring success
Here are a few things to look for when measuring the success of your display campaign:
- Impressions- Impressions are when an ad renders on a user’s screen. Impressions are not action-based and are merely defined by a user potentially seeing the advertisement.
- Clicks- A click is the moment a user clicks on an ad and is then sent to a landing page or website.
- Actions- An action is when someone interacts on the client’s website/landing page- such as clicking on a phone number or filling out a form.
- Conversions- Occurs when a click on an ad leads to immediate valuable behavior or an action, such as purchase, sign up, and page view.
Conclusion
Display ads are a great form of online advertising if you’re looking for a way to reach specific customers. If you’re interested in learning more about display advertising, The Digital People can help! Our team of digital marketing experts can assist you in creating an advertising campaign that fits your needs and budget. Contact us today for more information!
If you enjoyed this article, be sure to check out a similar article, “5 Tactics to Master Digital Marketing in Louisiana“!
