What are Display Ads?
December 9, 2020 | 0 min read
Display advertising work as a paid element of a five-star marketing strategy with organic efforts to lift each other to be the best versions of themselves. This can result in maximizing the brand for a better reach, attracting qualified leads, and conversions.
What is display advertising?
It appears in specified areas of the websites and different social media platforms. Digital advertising is designed to detract viewers instead of leading them to learn of the product, service, and promotion.
Though they are a form of pay-per-click (PPC) they are not the same as paid search ads. While they appear on the search engine results pages, it is all about planting a message on the individual websites.
They also differ from the native ads that blend with the user experience and do not disrupt it.
Ads are often perceived with hate but not many know of it being a reap more rewarding. For an instant, display ads retarget consumers that have about 70% resulting in conversations compared to the average digital ad.
Marketers use these ads for displaying campaigns for target specific audiences increasing ad relevance, clicks, and conversions. They can take on many sizes and formats, with messages for the target viewers from the awareness stage to the final decision-making stage.
The different types of Display advertising
- Sizes – The dimensions of the sizes vary upon the screen they end up being in and the device that intends to be viewed. Google Display Network to support the various ad dimensions with the giant identified as 300 x 250 pixels, or a medium rectangle as the top-performing size.
- Content – Display ads include text ads that are simple with clickable headlines, and Graphic ads that have static images, illustrations, or graphics to make it an eye-catching display ad.While the rich media ads kick in the visuals with videos, GIFs, animations, and parts that move to catch the eyes of the users.
- Remarketing display ads – These designs target users who have previously visited the site using cookies to track their activity. The ads here appear while browsing on other websites to get users back to your website.
- Contextual advertising – This employs keyword research to determine the relevant destinations.
- Interest targeting – It uses the Google AdWords data to target the in-market audiences actively searching for a product or service like yours with long-term interests. These interests are aligned to the product or service in research mode.
- Site-placement targeting – It avoids Google to choose the sites for you and lets you make the ad placement selection.
Building your display ad campaign
Display ad campaigns require a decent amount of strategic thinking to help yield the ideal return investment. Listed below are the steps to help you build a successful display ad strategy:
1. Goals for the campaign
To know the growth you need to know what you’d like to display on the campaign which makes it important to define your campaign goals. You could start by asking yourself what would be on the display ads.
2. Targeted approach
As we all know, the audience rules the strategy. One should always segment the audience by location, demographics, and other parameters for relevant display ads. The keyword research helps match the ad copy to the phrases of the audience.
You can then determine what kind of display your campaign would need to run like the remarketing tactics.
Google’s target on the other hand is more concerned with impressions than the conversion rates.
3. Execution plan
Determining your plan for the ad placement. Advertisers choose Google Display Network that displays ads in a division of the paid advertising platform; Google Ads. It gives you access to Google’s network across industries where you’re bound to find relevant placements for the display ads.
You may also choose to approach a website or a publisher directly for even small local businesses to target an intimate network of sites. On the other hand, large-scale digital marketing campaigns benefit from programmatic platforms and affiliate networks.
4. Create the winning display ads
They are tiny graphics that catch the attention of the audience without annoying the viewers and compete in the digital space.
Successful ads have a brand logo or name in common that value the proposition and a call-to-action button. Viewers in a matter of seconds understand the content of the ads.
5. Following standards
Be free to be as creative as you’d like as long as you stay within the limits of the recommended ad dimensions.
6. Be clear yet compelling
It is important to be clear of working in a tiny space on the screen and to keep the design simple and copy briefs. It serves better compared to the overloading ad that has too many elements.
In this, using high-resolution elements and minimal color palettes with maxing two to three hues with contrasting colors are helpful for the simplicity and readability of the ad.
7. Use visual assets
We talk of high-quality imagery and illustrations here with legible fonts and crisp brand elements. These video ads have rich media like GIFs and animations making the digital ads visually appealing.
8. Avoid promises you can’t keep
While keeping your ad catchy and attractive, you must avoid stretching the truth. Do not use misleading copies or imagery and ensure the users of what they get by clicking on the ad.
9. Curate the destination
While keeping your promise as the users click make sure of where they end up too as the efforts are likely to go to waste if directed to a generic landing page. Instead of that increase your performance by creating a custom landing page that is tailored to display the campaign or advertising message.
10. Stand out – but stay on brand
As important it is to build, it is equally important to remain consistent with displaying your campaign. This will make the users automatically associate with the ads and the brand.
11. Considering a platform
As mentioned earlier, display ads are created to disrupt the user from what they’re doing or in other words grab the attention to get a click. It is perhaps a good idea to make sure an ad is relevant to the platform.
If you lack the design resources, consider the tools of digital marketing and the Display Ad Builder within Google Ads that offer templates to create banners for the ads with different shapes and sizes.
Advertising is an important tool for marketing your business on the digital platform. It helps convert the audience’s attention from what they’re doing towards these eye-catching display ads. Using the pointers above, get-go and create your display campaigns and win over viewers. Good luck!
What are Display Ads? FAQs
It is referred to as the process of advertising a product or a service through visuals such as images and videos on websites. They are placed on relevant third-party websites as banners, images, and text ads.
They appear on the Google Display Network that is a collection of websites that include Google Finance, Gmail, Blogger, and Youtube. They also include mobile sites and apps.
They are relevant banner ads placed on website versions on the mobile and desktop. They are highly targeted that reach specified locations, demographics, and groups.
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