What Is Display Advertising

Digital display advertising campaigns are paid google ads that appear based on selected targeting parameters rather than searches. 

These graphic advertisements are displayed on social media, apps, websites, and third-party platforms, using advertising banners or other text, image, audio, or video formats, combined with a solid call to action. 

Display advertising aims to deliver brand messages and general communications to visitors and increase conversions by up to 82%. 

In addition, the performance of these visually appealing and cost-effective adverts appearing along the top or sides of a site is measurable, helping you achieve your eCommerce marketing goals. 

Why Consider Display Advertising?

Display ads are essential to your modern media mix, helping to: 



• Optimise your customer reach: A strategic use of relevant display advertising can help target the right consumer through site, contextual, and retargeting campaigns. The option enables personalised advertising to your target audience, keeping your brand or product top-of-mind and boosting site attraction and lead generation, retention, conversion, and loyalty.
  
  
• Keep track of your campaign: A host of marketing metrics are available for measuring your display ad success, including clicks, cost per click, conversions, impressions, and return on investment. In addition, you can see who purchased your product or service and understand resonance and purchase triggers. 
  
  
• Stay cost-effective: While costs for specific ads vary, their inherent flexibility - adjustments are possible during the campaign - makes them among the most cost-effective media. 
  
  
• Stay flexible and accessible: Display ads allow marketers to test copy and apply multiple ad versions concurrently to understand results.
  
  
• Complement adjacent channels: Combining channels can have a synergistic benefit, leveraging the halo effect and boosting returns, especially when using a full-funnel strategy. 
  
  

Digital display advertising guided by communication strategy uses text, images, audio, and video to target current and potential audiences on various display channels and platforms. It is among the most widely used formats and can effectively complement other media or work as a standalone. 

Display Advertising: Easier Than You Think 

While getting started with display advertising can feel complicated, the following six simple steps make it more straightforward and manageable: 

1. Define your target audience: Decide whom you want to target and how best to reach them based on data such as demographics, consumer behaviour, and psychographics. 
   
   
2. Set your goals: Defining your campaign goals helps you choose the most appropriate key performance indicators to drive your business outcomes. 
   
   
3. Create ads with stand-out visuals and engaging copy: The right design will grab your audience's attention, draw them in, and communicate your brand, product messages, and unique selling points.
   
   
4. Size your ads: The ad design will need to be tweaked to suit your selected formats and sizes. For example, mobile and desktop ads will look slightly different, and headlines and copy may be reshuffled or reworded depending on the display ad size.
   
   
5. Traffic your ads timeously: Send your final, to-spec file to the relevant media on time to optimise scheduling. 
   
   
6. Monitor and measure key metrics: Keeping an eye on your display ad performance and return on spending helps you to picot and adjust quickly and strategically, improving ad effectiveness, increasing returns, and saving money. 

So, leverage the benefits of display advertising and boost conversions today. Let us help customers find you online. Reach out to RankingCo to book your consultation or for more information.