Display network advertising is a form of online advertising in which businesses place their ads on websites, apps or videos that their customers are using. These ads are often displayed as banners, images or videos. Nowadays, many businesses are wondering whether they should run this type of advertising or not. The answer is yes if you run with the right techniques and target the right audience. Through this article, I will introduce to you 12 benefits of display advertising that you must take advantage of.
Brand awareness
Display ads let you promote your brand visually to potential customers. Using logos, colors, slogans, images, etc. in the ads helps people recognize and remember your business.
- Seeing a brand often is key: Research shows people need to see a brand about 10 times before contacting it. Display ads put your business in front of them repeatedly as they browse various sites.
- Getting creative with display ads also helps: Using video, animation or other formats lets you showcase your business uniquely. For example, a home organization company could show a messy home transformed into an neat, tidy one.
- Telling a mini-story around your brand makes it more memorable: When viewers later need related services, they may think of your ad and choose you.
In short, display ads help create brand awareness by letting you promote your visual identity on websites your target audience visits. Placing branding strategically and consistently puts your business on their radar.
Audience targeting
Display ads allow you to target your ads to specific groups of people most likely to buy what you sell. You can target by:
- Demographics: Reach specific age groups, genders, education levels, incomes, and more. Appear where your audience already is.
- Interests: Engage consumers actively looking for or interested in products like yours. Target ads to enthusiasts already passionate about your niche.
- Past Actions: Retarget people who've previously visited your website or purchased from you. Remind them to come back and convert more sales.
- Context: Place ads on websites and apps where your audience spends time. Ensure your ads appear in relevant environments alongside useful content.
- Location: Target ads geographically, locally, regionally, nationally or globally. Find customers in your area ready to buy.
- Behaviors: Target people who have taken actions like visiting your website, viewing specific pages, showing purchase intent signals
- Custom Audiences: Target existing customers or site visitors based on email addresses or other tracking methods
This precise targeting gets your ads in front of people ready to buy. It helps you connect with customers, remind previous visitors about you, and introduce your business to new audiences - without wasting money showing ads to people unlikely to convert.
Targeted display ads let you home in on prospective customers based on critical factors like location and income level. You can even re-engage those who have shown interest but not yet converted. In short, display ad targeting helps ensure the right message reaches the right eye.
Retargeting
Many people visit your website but leave without buying or signing up. Retargeting shows ads to these visitors later while they browse other sites. The ads remind them about your business and offer new incentives to return.
Send Relevant Follow-Up Messages
Track what pages visitors viewed on your site with retargeting pixels. Then show them display ads related to those interests. Tailor your ads and offers to match their earlier shopping behavior.
Encourage Visitors to Convert
Retargeting gives you another chance to convince visitors to convert. Display ads let you showcase new products, deals and content. Gently encourage visitors to come back and complete desired actions like making a purchase.
Remarket Across the Web
Place pixels on your website to track visitor data. Then display your ads on popular sites and social media as visitors browse elsewhere online. Blanket the web with relevant and persuasive messages.
Complementing other marketing channels
Display advertising is most effective when combined with other digital marketing efforts like search engine optimization (SEO), pay-per-click (PPC) ads, email marketing, and social media. Using display ads together with these other tactics creates a reinforced and consistent messaging strategy across channels.
Some key benefits of integrating display ads into your broader marketing mix include:
- Extending Reach: Pairing display ads with email campaigns boost engagement by adding visuals to text-based messaging. This expanded reach exposes your brand to more potential customers.
- Driving Traffic: Display ads can redirect organic traffic from SEO to your website, leading to more site visits and conversion opportunities.
- Building Awareness: Display ads reinforce brand visibility developed through PPC and SEO efforts, strengthening your brand identity across the buyer journey.
- Improving Performance: An integrated digital strategy with display ads working across channels yields better results than any marketing channel alone.
The adaptability of display ads allows them to complement other tactics like social and content marketing as well. You create a cohesive brand narrative that resonates at every touchpoint by coordinating display with your existing marketing channels.
Cost-effective
Display ads are a budget-friendly way to reach potential customers. They cost less per ad than traditional print, TV, or radio ads. Small businesses only pay when people view or click on an ad.
Flexible Pricing
You can tailor display ad pricing to meet your goals. For brand awareness campaigns, cost-per-thousand impressions (CPM) pricing makes sense. If you want users to take action, cost-per-click (CPC) pricing may work better. You set budgets and bid strategies.
Efficient Targeting
Display ads can be precisely targeted to your ideal audience. This means you reach the right people without wasting money showing ads to uninterested viewers. Good targeting improves results.
Results-Based Spending
With display ads, you only pay when your target audience engages with your message. Every dollar goes towards views, clicks, or conversions from potential customers. You get useful data to optimize future campaigns.
High Reach
Display advertising allows you to get your message out to a huge audience across the web. Here are some key advantages:
- Global Scale: Display ads can appear on millions of sites and apps around the world. Blanket the web or even just a country or city.
- Varied Environments: Reach people on social media, news sites, blogs, videos and more. Meet audiences wherever they spend time online.
- Customizable Targeting: Target a broad demographic or laser focus your ads to reach very specific groups niche groups based on interests and behaviors.
- Cross-Device Delivery: Display ads reach people on desktop, laptops, tablets and smartphones. Cover all the screens your customers use.
With an immense reach across devices and sites, display ads allow you to saturate your market or find precision targets. You can choose broad awareness or focused engagement. The massive scale provides unmatched access to customers old and new.
Flexible ad formats
Display ads come in many formats like banners, videos, pop-ups. Businesses can pick formats that work best for their products and customers. They can also easily change the ads to keep up with what customers like.
Some ad formats:
- Banner ads - Rectangular images on top or sides of a web page.
- Video ads - Ads in video format before or during online videos.
- Pop-up ads - Ads that pop up over the main content.
- Interactive ads - Ads that allow playing games or answering questions.
Businesses can target ads to specific groups based on age, interests, location. They can show ads to people who visited their site before. Or show ads that blend with other content on social media sites.
Benefits of different ad formats:
- Businesses can pick the best types of ads for their customers.
- They can easily change ads to keep customers interested.
- Testing different formats helps know what works best.
- Interactive ads keep customers engaged.
Using different types of display ads and targeting helps businesses:
- Reach more potential customers.
- Make sure ads match what different groups like to see.
- Get better results overall.
- Allows performance monitoring
Display advertising allows you to monitor your campaigns and see what's working. You can track metrics like impressions, clicks, conversions, and more. This performance data gives helpful insights to optimize your ads over time.
Display ads let you track key metrics to see how your campaigns are performing. For example, you can view data on impressions, clicks, click-through rates, and conversions. Monitoring these analytics allows you to identify well-performing ads and place greater investment there. It also shows poorer performers to either improve or pause spending on. Ongoing optimization based on performance data helps enhance results and return on your display advertising investment over time.
Design a compelling visual
Display advertising provides an avenue to drive targeted traffic to your website. By placing visually compelling ads in front of your ideal audiences as they browse online, you can increase clicks and visitors to your site. The wide reach of display ad networks allows you to scale exposure and traffic.
With attention-grabbing display ads placed on high-traffic sites, platforms, and pages aligned with your customer interests, you can boost website visits.
Boost Conversions
Display advertising puts your ads in front of people as they browse websites and apps. These ads can:
- Reach new customers who may be interested in your business
- Remind past customers about your products and services
- Show different ad versions to find what works best
- Track which ad combinations get the most clicks and sales
- Customize ads to each visitor's interests and needs
- Catch buyer's attention as they surf sites related to your business
So, display ads help you connect with more potential customers. By showing your ads to the right people at the right time, you increase your chances of making a sale. Display advertising provides more opportunities to turn site visitors into paying customers.
Save time
Creating and managing display ad campaigns takes less time with today’s options. Some ways display ads can save time:
- Testing many ad versions at once to see what performs best
- Letting advanced systems pick top-performing combinations
- Spending less time making changes and uploading new ads
- Allowing responsive ads to update themselves with fresh content
- Focusing efforts on big-picture marketing strategy
Display ad platforms do the tedious testing and optimization work for you. They show each visitor relevant, personalized ads to get more clicks and sales.
This automation leaves you free to concentrate on important decisions. It gives you time for activities more vital to your business growth. With display ads, you save time while still connecting with more potential customers.
Staying ahead of competitors
Display ads allow you to get ahead of rival companies vying for the same customers. You can use these visual ads to capture the attention of people who recently browsed your competitors' sites. Then, you can showcase deals and offerings that convince those shoppers to buy from you instead. This strategic use of display ads helps you redirect customers from competitors to your business. With the right messaging and attractive offers, display advertising gives you an edge against industry rivals in the fight for new sales.
Display ads have many benefits to help beat the competition. You can target people thinking about rival products and sway them your way instead. To make the most of display advertising, think about renting a Google Ads agency account from Rent Ads Agency. Their experts can set up and handle the ads for you.
Mohamed Fouad is a full-stack web developer and an entrepreneur who's really into advertising. He is the CEO of Rent Ads Agency, a company that helps businesses reach more customers through advertising. He graduated from Stanford University in 2018 and has over 4 years of experience in the tech industry.
