There can be a tendency to feel overwhelmed by the vast landscape of digital advertising, however, and the prospect of remaining competitive can be intimidating. You can begin by using display advertising as one of the easiest ways to get started. A display advertisement may appear on any type of website and is a good means of reaching people who are likely to be interested in your product or service.
However, what is display advertising and how does it differ from other forms of online advertising? You can find more information about display advertising here, as well as some tips on how to get the most out of it.
Display advertising: what is it?
An advertising campaign using digital display media is a strategy for getting the audience of a website, app, or social networking platform to take a specific action. As a general definition, it involves visually appealing advertisements such as banners and other formats such as text, images, and videos. It is often the case that display advertising encourages users to enter a landing page or visit a website in order to make a purchase. Making a purchase or signing up for a mailing list, for example, can be considered an action.
Ad campaigns can be designed to encourage a variety of types of action, depending on their goals. It is not uncommon for display ads to educate the audience about a product or a brand while other displays may entertain the audience through simple puzzles or games.
A display advertisement is a form of pay-per-click (PPC) advertising, but it is different from a paid search advertisement. The purpose of display advertising is not to appear on search engine result pages (as search ads do), but rather to plant messages on individual websites that users may already be visiting. As a general rule, display advertising campaigns are charged on a cost-per-click (CPC) basis, which means that every time a user clicks on your advertisement, you will be charged an amount based on your bidding strategy.
This type of campaign can be carried out through ad networks such as Google Display Network (GDN) or Facebook advertising, which offer powerful audience targeting capabilities and various advertisement formats. In addition to running your campaigns manually, you could also select and approach websites yourself.
Display ad types
Generally speaking, display advertising refers to any form of visual advertising that appears on websites or other digital platforms. Nevertheless, this broad term can be further subdivided into several categories. In addition to banner ads, desktop and mobile leaderboard ads are also types of display advertising. In addition to their targeting techniques, display ads can also be categorized into the following main groups:
- Site placement advertising: Instead of letting an advertising network select the sites to display your advertisement, you can make your own selections.
- Contextual advertising: Using keyword research, this type of targeting determines where the site should be placed on the web. In other words, your product or service would appear on a website with similar content to yours.
- Remarketing advertising: The purpose of these ads is to target prospects and customers who have already visited your website. In an ad network, cookies allow you to track your users and your ad will appear on another website they visit in an effort to entice them back to yours.
Choosing the appropriate ad formats and targeting methods requires some experimentation, but your campaign objectives and target audience can serve as a guide.
Best practices for display advertising
Due to the abundance of advertisements on websites, social media, and other channels, people are likely to ignore them. Consequently, it is important to differentiate yourself from the noise and provide your audience with useful content that will not annoy them. The design and content of your advertisement, as well as the audience you aim to reach, make a significant impact. We have compiled a list of best practices for ensuring that display advertising is done properly.
Make sure you are targeting the right audience
The targeting of your campaign can make or break the success of your campaign. It is possible for your advertising budget to be wasted if you target the wrong audience. As a result, you should ensure that your message is directed to the appropriate audience. Furthermore, there may be times when you do not want your advertisements to appear on certain websites, for example, those containing mature content, gambling, error pages, and so on. Display targeting exclusions are used to exclude your advertisements from websites that have certain keywords or topics or attract a particular demographic.
Create a compelling and creative advertisement
If your ads are not creative, relevant, and compelling, no matter how well-targeted they are, none of the targetings will matter. If you wish to tailor your message to your audience, consider using animations, puzzles, video ads, or graphics, depending on your target audience. As well as using appropriate language that reflects the language of your ideal customer, you should strive to make your advertising copy as catchy and compelling as possible.
Ensure that your landing pages are effective
The creation of your ad and the targeting of the appropriate audience is just the beginning of your efforts. In order to ensure that the people who click on your advertisement actually convert, you must ensure that they convert. Therefore, your landing page must be as persuasive and effective as your display advertisement. It is imperative that you follow all the best practices when creating a landing page, and also ensure that the copy on the landing page is in keeping with the message conveyed by the ad.
As soon as your display ads and campaigns have been set up and you have seen results, it is time to measure those results. Using this approach, you will be able to improve targeting, optimize your creatives, and increase conversions.
In order to begin with display advertising, you must decide whether to advertise through an ad network like GDN, choose placements manually, set up your campaign, set targeting parameters, create your ad, and optimize it on a regular basis. The process of digital advertising can be overwhelming for those who are new to it. In the event you do not have dedicated members on your marketing team who are capable of working on display ads or the resources to hire them, you may decide to outsource the work to freelancers.
With Fiverr’s display advertising freelancers, you can get everything from setup to campaign management to ensure your audience is attracted to your business. A freelancer may also be able to assist you with content creation, such as a video editor, or a designer of a banner for your website.