5 Advantages of Display Advertising

From search advertising to video advertising and display ads. All have a different purpose and intent when trying to engage the online viewer to click them. Display advertising is normally in the form of images of your products or branding which appear on different websites that your customers go to. Do you know those ads that you see when scrolling through Facebook, usually in the form of a small box or banner? Yes, that is an example of display advertising.

Brand A Visual Identity

Not everyone, especially online, wants to have to read pages on information about your brand. A lot don't even want to read a couple of sentences! (DISCLAIMER: We apologise in advance that it isn't just a couple of sentences you are having to read here). Using display advertising helps people who would rather view and learn about things visually to notice your brand as opposed to them reading it. Some feel more comfortable being able to put a logo or image to a brand as opposed to having to understand the brand purely through reading.

The other good thing here is that, if you wanted, adding a short text phrase into your display ads can be a good thing to also approach the other side of people who may want to gain an insight into who you are in a short text. If you're using your brand's tagline then even better because a tagline is supposed to be engaging to new people. We love a tagline here at Prototype Creative!

Display advertising helps your brand become known. If more people can see identity through visual techniques, it will become more recognisable in the future. Especially if the brand has a memorable logo or colours. People will instantly be able to associate those with your business.

Retargeting

Retargeting is when display advertisements are shown on different websites to someone who has visited your website and engaged with your content or an existing customer.

This is effective for the existing customer because it is an exercise of loyalty from the brand. Retargeting customers who have already purchased services or products from you reels them back in and gives them a sense of worth within your business. Display ads retargeting for existing customers will also be a good chance to showcase to them the type of stuff your brand is working on or the new updates to it.

Retargeting for people who aren't usually existing customers is still as effective as the algorithm looks at individuals who engaged with content on your website and retarget them. Someone may have been thinking about purchasing a product but held off because they were unsure. If display ads are used, that same item they were in the consideration phase for could be shown and give them that nudge into actually becoming a customer.

Appear on Popular Websites

Facebook, Gmail, eBay, and YouTube are all just a small variety of the thousands of sites where your display ad can appear. These are all well-known, popular websites which means the opportunity for a bigger reach is very possible. Each website collects cookies of individuals' data and this gives the data to find whether they're suitable and match with an advertisement. This is subsequently displayed to them on another website they visit.

Having a business in a specific sector such as housing renovation services means that you wouldn't just want to target anyone and everyone. Let's not forget that display marketing is PPC. Ideally, you want the clicks you're paying for on these advertisements to be meaningful conversions that are advantageous to you. Although they appear on popular websites, with the ability to use specific filters to reach the intended audience, they will only appear for the people using them that are relevant to you.

Tracking and Measuring

Display advertising allows you to be able to track things such as how many times your ad has been viewed by someone; how many people have clicked the ad and the conversions created from if someone clicked your ad and then consequently made a purchase if you are selling a product. You could also measure conversions by indicating someone filling in an inquiry form counting as a conversion for your company. The vast range of ways to measure conversions and clicks make display ads a good asset in getting your brand out there if you intend to build following and awareness, reach internationally or sell products.

After or whilst you run a display advertisement campaign, you can review it with your KPIs and the targeted ones to see whether you reached your goal and if not, create a plan to boost your results. In addition to this, the ability to tweak the budget, where the display advert goes, and change the direction of your display advert makes it good to work with. For example, if you noticed your display advert wasn't going to the right people, you're able to further add, change or remove the countries or areas it can reach.

Constantly monitoring how your campaigns are going is made more beneficial for your brand because you see what demographic is creating those vital conversions which will create more growth within your business. It allows brands to further their knowledge on whether those they intend to reach out to are receiving their intention.

Cost-Effectiveness

Unlike other methods of advertisement, display ads use a Pay Per Click method which is usually cost-effective for a business as long as the adverts are made to reach the right people who will convert.

Pay Per Click is a purchasing method for businesses to use for adverts online. The business will only pay a fee every time their ads are clicked. Pay per click advertisements includes display ads, search engine adverts, and social media advertising.

Usually, in terms of search advertising, a brand will bid on a keyword to be used up against other brands using the same key words. However, it is not the highest bidder wins the placement on the Google search page. Google takes in factors such as the website's standing, the relevancy, and whether it is responsive and in good health.

Different social media sites offer different advertising, but the majority is using a Pay Per Click method. Sites such as Instagram have an advertisement system where you set a budget and the maximum price you are willing to pay once your advert is clicked or the said objective is done by another user. Social media advertising usually offers specific filters to ensure the advert reaches relevant people.

Anyway, back to the wonderful thing that we call display adverts. When using display adverts usually a budget is set of how much money the advert will use and the average price per click that is paid. Once that budget is exhausted, the brand either has to extend it or the advert won't be shown. A huge advantage for a business that is relatively small looking to build their brand up is that display ads do not require much messing around in terms of finding keywords or having to sort where the advert is placed.

When putting an advert out there for the display ads, Google tends to be your best friend here. What I mean by this is that the algorithm used by them will find the relevant people for you and then place the adverts on sites where they are then exposed to them. Using the user's behaviour is the best way to match them to your brand. No, you don't even have to swipe right because Google matches for you!

Did you get all that? It's a lot to take in… especially if you're trying to create an advertising strategy for your brand independently. With experience and case studies under our belt, we have the expertise and methods of making your brand get out there using different advertising techniques.