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What is display Advertising?
Display advertising, or display marketing, is used for visual ads across the internet. These types of adverts generally take the form of images, videos, and even GIFs. Google display ads appear across the entire Google Display Network, meaning they can appear on various websites where your target audience may already be browsing the internet. Outside of Google advertising, you can create display ads through other advertising platforms such as Facebook Ads Manager. Facebook’s advertising platform allows you to create display ads that will appear across the Facebook Audience Network of partner apps and websites. When using the display ad format with YouTube advertising, your display ad will appear next to the platform’s video player.Why use display Advertising?
With internet use increasing daily – there are now over 4.66 billion internet users worldwide – it is no surprise that the internet is one of the best places to advertise your business. The digital age has allowed people to shop online with a few clicks without leaving the house. As a result, using display advertising can be a powerful way to reach your target audience. By allowing your business to show up in the places where your audience is already active online, display advertising can do things that search cannot. Because the Google Display Network is so vast, engaging in display marketing can be risky for your business — if you’re not careful, you can potentially waste a lot of ad spend with display advertising. However, display advertising has many benefits, and if you are confident in it, you can transform your PPC strategy. Display ads have the potential to significantly improve your brand awareness thanks to their eye-catching visual format. With display marketing, you can strengthen brand consistency and visibility, nurture leads, track performance, and support the success of your other PPC activity – to name just a few of the benefits.Strengthen brand consistency and visibility.
People say a picture speaks a thousand words, and when it comes to display advertising, we couldn’t agree more. One of the things we love most about display advertising is the visual format. The display ad format lets you get creative with colors, text, video, audio, and rich media. This is key for brand visibility and making sure your ad stands out in a positive light. By using your brand color palette and styling guide, you can create ads that are (or can become) instantly recognizable. This, in turn, will ensure your advert stands out on the page where it’s displayed and will also strengthen your brand consistency.Nurture leads and engage new audiences.
Display marketing is an important advertising strategy to nurture leads and increase your conversion rate. Once a potential customer has been introduced to your products or services, a well-placed display ad can also be a great reminder to encourage them to purchase. On the other hand, you could use display advertising to engage new audiences who may still need to become familiar with your products or services. The targeting options with display advertising seem almost endless, meaning you can exercise careful control over who does and does not see your display ads. With display advertising, you can target people based on topics, interest categories, placements, context, demographics, or based on custom audience information. You can even create advantaged targeting options based on your marketing goals. This is great for reaching people who match your target audience and ensuring you are re-engaging existing customers or previous visitors. By tapping into the wide variety of targeting options offered by display advertising, you are also more likely to find customers who actively want to make a purchase and, therefore, are more likely to convert.Track display advertising performance
Display advertising also comes with tracking and analyzing your advertising performance. This means future campaigns can be refined to make them even more successful. The wealth of insights available through display advertising means you know who you target, when, and why. The Google Display Network and Facebook Advertising platforms offer detailed reports enabling you to analyze the performance of each display ad. You can also refine where your adverts are shown based on the performance of your ad placements. If you find a particular site is underperforming and wasting ad budget, you can add this placement to your exclusion list. You are gaining a thorough understanding of your display advertising performance, and which PPC metrics you should track will enable you to make informed decisions about future ad campaigns and minimize your ad spend.Support other PPC advertising activities.
Digital marketing is a system of interlinking tactics. Display advertising happily complements other forms of digital marketing and other pay-per-click advertising activities. By using multiple forms of online advertising, you are constantly pushing your products or services and increasing your brand awareness. Each type of advertising offers different benefits for your business, meaning it is important to consider all forms of online advertisements when creating a well-structured digital marketing campaign. Also read : Call-to-Action Strategies for Search Engine Marketing: Engaging Your Online AudienceWhat is display marketing: the three types of display ads
When developing a display advertising campaign, there are many display advertising strategies and formats to choose from. However, three key strategies can cover most of these advertising methods: site placement advertising, contextual advertising, and remarketing. These display marketing strategies all have their place within any good digital marketing campaign, depending on which stage of the customer funnel they intend to target. These display advertising formats complement each other and work together to help you achieve your marketing goals. Here’s a quick rundown of each of the three overarching display advertising strategies:Site Placement Advertising
This type of display advertising puts you (or the marketer working on your behalf) in control of where you want your display ads to appear. You can choose sites, pages, and apps where research has shown that your target audience resides.Contextual Advertising
Contextual advertising is based on context, meaning your brand’s ads are placed on relevant websites. If you are a hotel owner, your display ads would appear on travel websites. A clothing advertiser would be shown on fashion blogs. The Google algorithm can use numerous sources to determine context, including keywords, linguistic page structure, audience data, and other factors. Using the keyword planner tool when designing your display ads can ensure your ads reach the right people.Remarketing
Remarketing display ads will only appear to users who have interacted with your brand. When using remarketing display ads, you have several targeting options. For example, you could display a particular set of display adverts to people who visited your website but still need to convert. Display adverts tailored to retargeting previous audiences are ads that subconsciously say, ‘Hey, you forgot to check out!’. It is an incredibly personable type of display advertising that can generate incredible results. Also read: Search Engine Marketing ToolsGoogle Display Advertising
The biggest player in the game regarding display advertising is Google. The Google Display Network currently reaches 90% of all internet users across the globe – on millions of different websites, blogs, news sites, and their sites such as YouTube and Gmail.The two main types of Google display ads
Two main types of Google display ads are commonly used; responsive and uploaded image ads. The Google Display Network only supported basic text or image ads in several standard sizes for years. Over the years, the number of available ad formats on the Google Display Network has drastically increased, and the introduction of responsive display ads has, arguably, transformed the advertising game for many businesses looking to promote their products and services with Google Ads.Responsive display ads
Responsive display ads are the default ads for advertisers using Google display advertising. With responsive display ads, you upload a selection of images or allow Google to scrape your website for suitable images and write a choice of headlines and descriptions for your ads. Google will then use these to create responsive ads for you. Google Ads will automatically optimize your responsive display ad for performance by testing different combinations of visuals and copy to determine which ad versions perform best. On top of this, responsive display ads automatically adjust in size to suit the requirements of the webpage it appears on, helping to make the entire advertising process faster and more seamless for you. Responsive display ads typically have a lower cost-per-click (CPC) and a higher click-through rate (CTR) than uploaded image ads. However, the responsive nature of these ads means that you hand the reins over to Google and have less control over the design process.Uploaded image ads
Unlike responsive display ads, uploaded image ads allow you to have creative control over the look and feel of your display ads. When using standard image ads, you can create them in a design tool of your choice and then upload them to the Google Ads interface using one of the support image file formats; JPG, PNG, or GIF. However, it’s important to note that uploaded image ads won’t automatically resize to fit the webpage they are shown on. Therefore, if using this display ad type, you must upload your ad in various ad sizes to ensure your advert will be shown across different web pages. As a result, uploaded image ads allow you to exercise greater control over the design of your display ads. However, it is a more manual process that requires you to take an onus for the optimization and performance of your display ads.Standard ad sizes on Google
Variety is the spice of life when displaying advertising through Google. There is a wide range of ad sizes to choose from, allowing you to test which format works best for your ad campaigns. The currently supported ad sizes for Google Display ads are: Square and rectangle ad sizes- 200 x 200px – Small Square
- 240 x 400px – Vertical Rectangle
- 250 x 250px – Square
- 250 x 360px – Triple Widescreen
- 300 x 250px – Inline Rectangle
- 336 x 280px – Large Rectangle
- 580 x 400px – Netboard
- 120 x 600px – Skyscraper
- 160 x 600px – Wide Skyscraper
- 300 x 600px – Half-Page Ad
- 300 x 1050px – Portrait
- 468 x 60px – Banner
- 728 x 90px – Leaderboard
- 930 x 180px – Top Banner
- 970 x 90px – Large Leaderboard
- 970 x 250px – Billboard
- 980 x 120px – Panorama
- 300 x 50px – Mobile Banner
- 320 x 50px – Mobile Leaderboard
- 320 x 100px – Large Mobile Banner
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