Display Advertising: The Ultimate Guide for Digital Marketers in 2021
When it comes to digital marketing, display advertising plays a crucial role in capturing the attention of potential customers and driving conversions. Whether you’re a seasoned digital marketing professional or just starting out, understanding the ins and outs of display advertising can help elevate your campaigns to the next level.
What Is Display Advertising?
Display advertising is a type of online advertising that utilizes images or videos to showcase a brand. These ads can include text, images, videos, logos, and more, and are designed to capture the user’s attention while browsing the internet, using mobile apps, social media platforms, or connected TV devices. Unlike other forms of advertising, display ads are meant to seamlessly integrate with the user’s browsing experience while encouraging them to take action.
Types of Display Ads
There are several types of display ads available, each offering unique advantages and opportunities for engagement and conversions. Here are some common types of display ads:
Responsive Display Ads: Unique to the Google Display Network, responsive display ads automatically adjust their size, appearance, and format to fit different ad spaces. This flexibility allows for a more personalized and engaging ad experience for users across various devices and websites.
Banner Ads: Banner ads are a traditional form of display advertising that appear across websites and apps, typically at the top, bottom, or sides of webpages. While they are static in format, they can also use animation to catch the user’s eye without disrupting their browsing experience.
Interstitial Ads: Interstitial ads are full-screen ads that cover the entire screen of a webpage or app. These ads are highly engaging but should be used strategically to avoid overwhelming or annoying users.
Rich Media Ads: Rich media display ads offer a more interactive experience for users by combining video, image, audio, and clickable elements. This interactive format can help engage users more fully and drive conversions.
Native Ads: Native ads are designed to seamlessly blend with the content and design of a webpage, making them less disruptive to the user experience. By blending in more cohesively, native ads can increase engagement rates and drive conversions.
Retargeting Ads: Retargeting display ads are intended to re-engage past website or app users who haven’t taken the desired action. These ads can be tailored to the user’s previous browsing history and are meant to encourage them to revisit and make a purchase.
Display Advertising vs. Search Advertising
While both display ads and search ads are essential components of a digital marketing strategy, they serve different purposes and are meant to complement each other. Here are some key differences between display and search ads:
Targeting: Display ads typically use targeting like demographics, interests, and browsing behavior, while search ads are primarily keyword-based.
Intent: Display ads focus on creating demand and awareness, while search ads capture existing demand.
Ad Format: Display ads are more visual in nature, utilizing images, videos, and text, while search ads are primarily text-based.
Reach: Display ads can reach broader audiences across the internet, while search ads are limited to specific search engines and their partner networks.
Display Advertising Examples
Display ads come in various shapes and sizes, appearing across websites, apps, and mobile devices. Here are a few examples of display ads found online:
Leaderboard Display Ad: A prominent ad for US Bank displayed at the top of the page on People.com.
Skyscraper Display Ad: An ad for Oracle Netsuite appeared on the right-hand side of a webpage on Business Insider.
Mobile Display Ad: A display ad for Best Buy inserted between paragraphs of a blog post on Southern Living.
Display Advertising Strategy
Crafting a successful display advertising strategy requires careful planning and execution. Here are some key components to consider when developing a display advertising strategy:
Define Clear Goals: Establish the objectives of each campaign, such as brand awareness, lead generation, or sales, to guide your strategy and measure success.
Choose Budget, Bidding Strategy, and Audience: Set budgets and bid strategies at the campaign level, choosing the right pricing model and refining audience targeting to reach your target audience effectively.
Choose Display Ad Type, Format, and Placements: Select the appropriate ad type, format, and placements to ensure your ads show up in the right place and reach the right audience.
Focus on Creating Compelling Ad Content: Design visually appealing ads that align with your brand and capture the user’s attention. Test different elements and optimize based on performance.
Track and Optimize Performance: Monitor key metrics and make data-driven decisions to optimize your campaigns for maximum ROI. Make adjustments based on performance data and user behavior.
Top Display Advertising Networks
In addition to Google, there are many other advertising networks to choose from to enhance your display advertising efforts. Some of the top display ad network platforms include AdRoll, Amazon, StackAdapt, AirNow Media, and Yahoo Ad Tech. Each platform offers unique features and opportunities for targeting and reaching your target audience effectively.
Display Advertising Tools
There are various tools available to help streamline the process of creating, analyzing, and optimizing display ads. Some popular tools include:
Ad Creation and Design Tools: Google Web Designer, Canva, and Bannersnack can help create visually appealing display ads with ease.
Ad Analysis and Optimization Tools: Google Analytics, Google Ads Performance Planner, and Hotjar can help track and analyze campaign performance and optimize for better results.
Ad Management and Automation Tools: Google Ads Editor, Optmzyr, and Semrush offer automation and streamlined workflow for managing multiple display ad campaigns effectively.
By leveraging these tools and strategies, digital marketers can maximize the impact of their display advertising campaigns and drive meaningful results for their brands. Display advertising continues to be a powerful tool for reaching and engaging with potential customers online, and with the right approach, digital marketers can unlock its full potential in 2021 and beyond.