And when done correctly, businesses can earn an average of $2 for every $1 spent on display advertising. With a return of ad spend (ROAS) like that, you should consider making display ads a part of your marketing strategy.
Before that, let’s explore what display ads are, how they work, and why you should include them in your marketing strategy.
What is Display Advertising?
Display advertising is the process of promoting your business across different online properties using primarily visual ad formats. The marketing materials are then featured on a network of publishers such as Google Display Network, Facebook, and others. The networks will then be responsible for showing your ads to the right audience to maximize click-through rates.
The goal of display advertising is to show your ads on websites generating lots of visitors relevant to your industry and get them to click on those ads. You can set up the ads to point people to a landing page that will encourage them to perform your desired action, i.e. fill out a form, click on a button, etc.
Why Display Advertising Enhances Your Digital Marketing Strategy
As mentioned, display ads help you get your ROI faster because they are featured on publisher sites immediately after launching the campaign. This is unlike SEO that requires you to build your authority first before appearing on search results. Launching short-term and long-term campaigns allows your business to maximize conversions through a prolonged period.
Additionally, targeting and reach won’t be a problem once you’ve submitted your marketing materials as part of an ad network. For example, the Google Display Network has the ability to showcase your ads on millions of websites with your target audience as visitors, especially if you chose the best target keywords when launching the campaign.
Finally, display advertising networks provide the tools to accurately monitor, refine, and scale your campaigns. Through their platforms, advertisers are able to see which assets generate the most impressions, clicks, and conversions–information that may elevate other marketing efforts as well.
3 Ways to Incorporate Display Advertising into Your Marketing Campaigns
Align Your Ad Campaigns with Your Sales Funnels
Your business must have a well-established sales funnel to help you identify the kind of tactics to include in your strategy. You can launch ad campaigns across all four stages of the funnel: awareness, interest, decision, and action. But it mostly depends on what your goals are for each campaign.
For instance, new businesses and startups may want to focus on raising brand awareness to jumpstart their lead and sales acquisition. On the other hand, brands with more equity will have implemented other tactics like social media, SEO, and email marketing into their strategy. In this case, they can use display ads to complement their existing efforts, primarily in the interest and decision stages.
In your case, if you built a landing page optimized for organic search, you’ll have to wait for the page to rank on Google effectively. As you wait, you can run an ad campaign for the page to raise awareness and get more clicks and sign-ups from the page. This way, you can get your ROI sooner than later.
Target the Right Audience
Identifying the parameters where your display ads will appear online is another crucial part of your campaign.
You don’t want your ads to appear on irrelevant websites or in search results for unrelated keywords. Otherwise, you’ll end up with irrelevant traffic and high bounce rates. Therefore, you must determine if you wish to target according to keyword, demographic, placement, and more.
You can also exclude your ads from appearing on certain websites by listing them down before launching the campaign.
Run Ads on Time-Sensitive Campaigns
To raise revenue, some businesses depend on seasonal sales like Black Friday, Valentine’s Day, Christmas, and other major shopping occasions. If you’re in the same boat, you can use display ads to get the right audience to see your time-sensitive offer in the most cost-effective way.
Launch the campaign so the ads will appear on highly relevant publisher sites for a specific period. You can end the campaign once the sale period ends and start a brand new one for your next promo or sale.
Get Started with Using Display Ads in Your Marketing Strategy
Display advertising has a place in the marketing strategy of any business. It’s just a matter of learning how to incorporate it into your overall plan and monitor the results.
If you’re ready to add a display ads campaign into your digital marketing channel mix, our experts are ready to help. Let us know at firstname.lastname@example.org so we can personally assist you in your campaign’s success. Our digital marketing agency can help you develop and launch marketing strategies and campaigns that are right for your business.