Display ads refer to the process of advertising a product and service through visuals like videos or images on networks of publisher sites like the Google Display Network and Facebook. These ads are placed on pertinent third-party websites in the form of image, text, and banner ads. Display ads include each visual ad placed on a site, however, they can be further divided into 3 basic categories:
- Site placement ad- In this kind of display ad, the marketer/advertiser selects the website in which they would like to run their display ads.
- Contextual advertising- In this sort of display advertising, networks place advertisements on relevant sites, for instance showing an ad for cat food on a pet care website.
- Remarketing- These ads appear in front of users who have been visiting your website or have clicked the landing page but have left the page without completing the conversion goal.
Why Include Display Ads in a Marketing Campaign?
Display ads offer you the chance to show your offers in a variety of ad formats. Also, when you run display ads on advertising platforms like the Google Display Network, your ads can reach users on plenty of websites across the globe.
Display advertising is one of the best ways to develop brand awareness and get clicks, sales, and conversions from audiences who might not be interested in your business but found your display ad relevant to the solution they were looking for.
The success of display ads lies mainly in targeting the right user at the right point of time and on the right site.
Display ads work wonders for brand awareness and customer acquisition as they remind audiences who have left your site about what they are missing out on by not availing of a specific offer. Display ads can increase your marketing ROI as their format demands attention; they improve visibility and brand awareness and target relevant customers with retargeting campaigns.
Benefits of Using Google Ads
- Find new audiences or engage your current customers- Focus on display ads at similar viewers and in-market customers to show offers to users who are probably interested in your products. This helps you find new audiences. Google Ads let you use data, like remarketing lists to re-engage customers who have visited your website but have left without any action.
- Drive conversions without automation- Google provides an automated targeting option that assists you to get more conversions by placing high-performance customers based on current audiences and post-click landing pages. By optimizing your ad automatically, Google Ads understand which customers are right for you and show your ads to only those customers.
Different Types of Display Ads
- Traditional Display Ads- These are ads that are associated with display advertising, involving square, landscape, and skyscraper image dimensions. These ads are mainly image-based with some texts and are majorly found on websites.
- Banner Ads- This is one of the oldest forms of advertising. These ads generally appear at the top part of the website in the format of a banner.
- Responsive Display Ads- This is a display ad that is based on various text headlines, images, and descriptions that the ad-platform algorithm uses to size, place, and adjust an ad in different combinations. The platform defines the best-performing format for a specific customer base.
- Interstitial Ads- These ads look like web pages that are served to customers before they are directed to the real page they requested.
- Discovery Ads- These are a form of native ads that make use of machine learning to show image assets in an appropriate format for the customer. These ads exist on YouTube search results, Gmail social and promotion tabs, Watch Next, and Google Discover results.
- Native ads- Native display ads are created and placed in a similar style as the website’s content, email, etc. You see these ads as recommended or promoted content on different sites, but generally, they do not look like ads.
How Does Display Ads Work?
To get started with your display ad campaign, there are mainly 4 steps to follow:
But first, remember one thing. Succesful display campaigns complement an omnichannel marketing strategy. Having a unified strategy, branding, and imagery throughout online and offline channels is important for both lead generation and brand awareness.
1st step- Design
First, ( preferably using HTML 5 ad builder tool) assemble text and image elements to design your first banner or creative. The creative acts as a template for all sizes in your ad campaign.
The general principles for creating a good display ad are:
- Color that matches with your brand identity and inspires the correct emotion
- Readable content
- High-quality images
- Having an attractive and clear logo
- Call-to-action (CTA) button to attract clicks
Even the most basic banner must include these fundamental elements to engage audiences.
You can create banners from scratch but this is a repetitive and difficult process. And needs both professional design and coding skills. Also, producing a campaign manually takes a longer time, as every banner must be coded individually and reproduced. So, it is not recommended by experts.
2nd step- Scale
The next step, mass-produce and scale-out your ads into various sizes your campaign needs. A display ad campaign needs a wide range of various sizes to be effective and work across several devices and screen sizes.
While scaling, each ad should be made separately. It is not a simple task of copy and paste or just dragging a box. Every HTML5 ad should be coded individually-sometimes, in particular, to work for a specific ad network.
Manually, this task can take several hours or even days. However, now there is software available that can optimize and code banners automatically for you.
3rd step- Publish
Ultimately, the most significant part of a display ad campaign is publishing.
At this point, all your HTML5 banners must be well-optimized to certain dimensions provided by a selected ad network or an ad exchange. Uploading display ads individually is another repetitive chore that should not be avoided. If you use a CMP to create your ads, you may gain benefits from direct integrations with ad exchanges and ad networks. Therefore, you can publish as well as control ads at the click of a button.
4th step- Post publishing
Once your display ads are published, it does not means that your campaign ends here. Indeed, for several marketers, it is the start of their display strategies. For instance, it is significant to analyze the effectiveness of your ad campaigns. Calculate campaign costs, conversion rate, and constantly A/B test to find what images and messaging are working for your company.
Don’t forget to create a post-click landing page to link to. Research has shown that creating a visual link between landing pages and ads develops a sense of continuity and enhances the results.