A BEGINNER’S GUIDE TO DISPLAY ADS
In this blog post, you will learn everything you need to know about display ads.
- What's Display Advertising?
Display advertising is defined by banner ads (graphic or text), that appear in specifically designated areas of a website or social media platform (Facebook, Instagram, etc…). It encourages the user to click - through to a landing page and take action.
Most display and online advertising campaigns are charged on a cost per click (CPC) basis. That is to say, every time the user on a search engine clicks on your ad, you will get charged an amount based on your overall bidding strategy.
They can also be used for retargeting campaigns. This is where ads are served to users who have already visited a specific website. The aim is to retarget them and encourage them to return to the website to take the same action.
- Other forms of Display Ads.
Banner Ads: Banner ads usually appear at the top of websites in a “banner” format.
Interstitial Ads: These ads appear as web pages that are served to users before they are directed to the original page they requested.
Rich Media: These ads include interactive elements, such as video, audio and clickable elements.
Video Ads: The youtube advertising platform, as well as social networks like Instagram and Facebook, have opened a whole new avenue for marketers. Video ads allow you to reach your audience and connect with them on a personal level and are well worth investing in.
- What are the benefits to display advertising?
Display advertising offers publishers the following several advantages:
Diversity: Display ads come in many shapes and sizes. And as you’ve seen above, they can be presented in a number of formats, too.
Reach: you can access millions of sites straight from your Google Ads account.
Targeting: you can also target the right audience by placing your ads on the right websites.
Measurable: Clicks, impressions and conversions can be tracked from Google Ads, as well as Google Analytics for more granular performance and engagement tracking.
- What are the defects to display advertising?
Banner Blindness: Because of the prolific nature of display ads, many users have come to ignore them completely.
Ad Blockers: Adblocker technology has risen in popularity over the last few years. So many brands and media outlets have tried to circumvent this, however, by giving users the option of following ads or purchasing a subscription.
- Factors affecting display advertising
A landing page optimized for conversions
The landing page on your website is a visitor’s first impression of that experience, and it needs to do a couple of things immediately: Provide a visual and informational connection to your display ad so they feel that they are landed in a familiar place and give them a reason to stay on your page to have a look around.
Targeting that reaches your actual customers
Once you identify your target audience, you can create display ad campaigns that specifically target those people, whether by geography or by online behaviour.
Banner ads that stand out
Designing banner ads that out sounds fairly simple, but it’s actually an area where many businesses miss valuable opportunities.
Start with the most important things, which are the basic elements of your visual branding: your logo, the fonts and colours you have chosen to represent your brand. Staying consistent in using these elements builds public recognition of your brand.
In small spaces like banned adam clean uncluttered design is most effective, so you can think about how you can let your visual branding do most of the talking and use as little text as possible.
A CTA that urges action
A call to action is an absolute must in display advertising because without that nudge to take another step toward conversion, you’re really just showing people a nice picture which they will forget almost instantly. The most effective CTAs work because they don’t simply call viewers to action, actually create an urge to take that action.
A good tracking system that shows results
In order to understand the success of your display advertising campaign, you have to know what metrics are most important and how to track them.
Ready, set, go! It’s your turn to convert your audience with eye-catching display ads. Will it be a remarketing campaign? Video ads? Both? You are in charge - and now you have the info you need to implement display campaigns that win overviews. Have a nice day!
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