Display Advertising

Create display ads that target the right audience
with the right message, you have the potential to
significantly increase brand awareness and
your ROI.

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What is display advertising?

Display advertising refers to the process of advertising a product or service through visuals like images and videos on networks of publisher websites such as the Google Display Network and Facebook etc.

Display ads are placed on relevant third-party websites in the form of banner, image and text ads. Display advertising is pretty much a blanket term that includes every visual ad placed on a website, however, it can be divided into three basic categories:

Site placement advertising

In this type of display advertising the advertiser/marketer chooses the website they would like to run their display ads on.

Contextual advertising

In this type of display advertising networks place ads on relevant websites, for example showing an ad for dog food on a pet adoption website.

Remarketing

Remarketing display ads appear in front of users who have been on your website or post-click landing page but have left without completing the relevant conversion goal.

Unlike search advertising that uses a pull approach where users are actively looking for a product/service similar to yours. Display advertising uses a push approach where users who see your display ads are targeted purposefully for those ads, either because of remarketing campaigns or maybe they’re browsing a website that’s relevant to your offer.

Display advertising also differs from native advertising.

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Why you should include display ads in your marketing campaigns

Display ads present you with the opportunity to showcase your offers on a wide variety of ad formats. Plus, when you create display ads on advertising platforms such as the Google Display Network your ads have the potential to reach users on millions of websites around the globe. Display advertising is an excellent way to build brand awareness and get clicks, conversions, and sales from users who might not have an interest in your business per say, but have found your display ad to be relevant to the solution they were searching for. The success with display ads lies with targeting the right user at the right time on the right website. In terms of remarketing campaigns, display ads work wonders for customer acquisition and brand awareness as they remind users who have left your website what they’re missing out on by not availing a particular offer.

Display ads have the potential to increase your marketing ROI as their format demands attention, they increase brand awareness and visibility, and target relevant audiences with retargeting campaigns.

When optimized properly and targeted at the right audience, display ad spend marketers multiple advertising opportunities, this is why display ad spend in the US reached $41.86 billion this year, and it is expected to go to $46.69 billion in 2019

Creating optimized display ads is crucial for your display advertising campaign success. This guide will let you in on everything you need to know about creating display ad campaigns, in the coming sections we’ll discuss:

  • The most popular advertising platforms to run display ad campaigns on.
  • How you should optimize display ads for every platform.
  • Why connecting display ads with a relevant post-click landing page leads you to marketing success.

Now that you know what display advertising is and why you should use display ads in your marketing campaigns, let’s move onto discussing how to set up display ad campaigns in Google Ads and Facebook.

Creating and managing display campaigns in Google Ads

The Google Display Network (GDN) has the potential to reach 90% of total internet audience on a network of over 2 million sites, blog apps, and other video content web pages. Google Display Network’s (GDN) targeting options help you find the right audience who you can then strategically show your message to at the right place and at the right time.

You can use google display ads to:

01. Find new customers or engage your existing customers

Target display ads at similar audiences and in-market audiences to showcase offers to users who are most likely to be interested in your products. This also helps you find new customers. Google Ads allows you to use data, like remarketing lists to re-engage users who have visited your webpage but have left without performing an action.

02. Drive more conversions with automation

Google offers an automated targeting option that helps you get more conversions by locating high-performing audiences based on existing audiences and post-click landing pages. By automatically optimizing your campaigns over time, Google Ads learns which audiences work for you and shows your ads to only those audiences.

While the Google search network reaches people with ads who are looking for a specific product/service, google display ads help you capture the attention of audiences earlier on in the buying cycle. With display ads, you are able to show your offer to users before they actively start looking for a solution

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