• A Beginner’s Guide to Display Advertising

Beginners Guide to Display Advertising

Getting people familiar with your business and services is the first step in generating leads and converting them into customers. One way to effectively build brand awareness, express your brand identity, and generate leads for your business is through display advertising. There are many other benefits of display advertising when it comes to marketing your business. Read on to learn about what display advertising is, how to create strong display ads, and how to measure their impact on your business growth.

Beginners Guide to Display Advertising

What is Display Advertising?

Display ads, also known as banner ads, are a form of pay-per-click advertising. They can come in the form of a banner, but have a variety of sizes.

While paid search ads appear on search engine results pages, display ads appear on the websites that are listed in those results pages—websites relevant to your product or service. For display advertising on Google specifically, display ads appear on various types of websites within the Google Display Network, such as blogs, news sites, Gmail, YouTube, and more.

display advertising example

As with other forms of online advertising, you can target specific demographics, zip codes, and interests, so that you reach the people who will be most interested in your business. This makes your money well spent and helps you to build a relevant audience.

display advertising example

Display ads, like paid search ads, include a headline, text, and URL. However they also typically contain some type of graphic, video, or audio element which makes them stand out.

Related: 5 SEM Mistakes and How to Avoid Them 

What Makes an Effective Display Ad?

As with any advertisement, it is important to have a compelling offer and a clear call to action so that users will want to click on the ad, and know exactly what they’ll get if they click on it. Below are some more important characteristics of an effective display ad.

Display Ad Landing Pages

When a user clicks on your display ad, sending them to your website is unlikely to result in them taking the action you want them to take. Effective display ads lead to landing pages specific to the offer that provides all the necessary information users need to close the deal. For an effective landing page, make sure to follow landing page best practices. Keep a consistent design and message between your display ad and landing page. This facilitates a seamless experience for the user. It’s also important to have the same values and deals mentioned in the ad appear again on your landing page.

Real-Time Bidding

Demand-side platforms (DSP) and real-time bidding can help increase the effectiveness of your display ads. Demand-side platforms obtain data about users from across the web, to reveal which age, gender, and demographic groups are interested in which topics. This information is used in real-time bidding, which is the process by which a display ad gets selected for a page in the time that it takes the page to load. Demand-side platforms and real-time bidding help advertisers to target online users most likely to purchase their product or service, giving them the most bang for their buck.

Simple Design

Display ads are meant to stand out, but not in a distracting or obnoxious way. Use a clean and appealing design with visual elements that attract the eye, such as graphics, large and small fonts, complementary colors, and catchy messaging.

Clear Information

In order for your display ad to build brand awareness, make it easy for users to identify your business as soon as they see your ad. Your business name and/or logo should be on there, and it should be clear right off the bat what you have to offer. This helps potential customers recognize you, to know right away if your business is relevant to what they are looking for, and to stash the info away for future recognition as well.

How to Measure Your Display Ad Success

It’s important to know how much business your banner ads are really driving. You can see which display ads are getting the most engagement by using tracked links and phone numbers. The two metrics for display advertising are:

Impressions: how many times your ad appears on a page that is being viewed by a potential customer
Clicks: how many of those views turn into an action such as a click through to your landing page

Use tracking and metrics to determine how effective your campaign is and make changes accordingly.

Display advertising is a great way to familiarize more people with your business and build your online presence. Use the tips in this post for your next (or first!) display advertising campaign.

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