Display Advertising is simply advertising on websites. It can contain various forms like contextual or graphic. Banners, images, video, rich media ads and so forth are common varieties of display ad.
The goal of display advertising is to outreach the visibility for your consumer product, increase conversions, and improve Return on Investment (ROI), and prospective traffic to your website. At its best, this banner ad sources occupy the impressions of your desired customer and facilitate the highest brand awareness.
Users all over the web spends 5% of their time researching topics of their interest and the rest 95% goes for reading or viewing contents, sharing and engaging in community treatment. This is where the display advertising network marketing comes into play.
Table Of Content
- Display Ad and Display Advertising
- Display Advertising – Reach and Audience
- Display Advertising Network Sources
- Display Advertising Network Tips
- Placing an Ad Display Campaign at Google Display Network
- Measuring the Performance of the Ad Display Campaign
- Accelerate Display Advertising Performance
- Google Display Marketing Mistakes to Avoid
- Display advertising helps you achieve your marketing goals
Display Ad and Display Advertising
What is Display ad
Display ads are visual contents or banner ads displayed to a user while they are surfing the web. Display ads content includes almost all visual contents, i.e., image, banner, rich media ads, video etc that we experience in publishing online business websites.
What is Display Advertising
“Display advertising refers to advertising that incorporates text,
logos and pictures or images positioned on a website or search engine.
It is different than Google’s text, or classified advertising, in that
it not only includes the brand’s message, but the business’s overall
The concept of display advertising originates for centuries in different forms such as large billboards alongside the roads, newspaper, banners, billboards and all sorts of advertising we’re familiar with.
Over the time, up until nowadays, the forms of display advertising have been converted to flyers, ad banner, brochures, leaderboards, footboards etc. on the web platform. The revolution has allowed the advertisers to a great extent the expectance of ROI to their targeted customer group and ad placement.
Some of the major advantages of display advertising are:
- You can create all types of ads – text, image, interactive and video ads,
- Place those ads on online business websites that are relevant to what you’re selling
- Show those ads to the masses who are likely to be most concerned
- Make out and track your budget, campaigns and outcomes as you proceed
Display Ad Formats
At that place are infinite combinations of formats, sizes, and styles, letting you to blend it up. Any web document such as articles, blogs, reviews and whitepapers tends to be the ultimate destination for display ad formats. Top three display ad forms to mention are:
Rich Media ads
Rich media advertising is one of the courses of advanced web content that might consist of video streaming, or downloaded applets that moves or animates as the viewer moves their cursor. Its hover intended.
Interstitial ad contents are broad-screen pops up that arrives at the host’s application side within the interval of the next expected page. For example, a programming language learning app; once the user completes a certain level and waits for the immediate one.
This is similar to interstitial though the impact is different. Overlay ads are transparent and pops out (consists an inbound link) at the fundamental of a picture (while pouring), i.e, any sponsored video on YouTube consists overlay type.
Display Advertising – Reach and Audience
Pros and Cons
Display ads are an age old technique that had continuously given million of online business websites reached by major display advertising networks. The search engine can match your ads up to websites and apps based on keywords or your own targeting preferences.
Display advertising is considered a direct and effective measure to track Key Performance Indicators (KPI) such as campaigns, customer reach, Click Through Rate (CTR), Bounce Rate (BCR), Conversion Rate (CVR) and finally Return on Investment (ROI). These factors are elaborated in the remainder part of this article.
Search vs The Display Advertising Networks
There’s a distinct difference between the terms of Search and any display ads. Search Engines target users who search for something on search pages. In contrast, think of the display network as a more passive kind of advertising. Display ads campaigns that we experience today i,e, while perusing the TechCrunch Post or skimming your favorite online business blogs, you may have noticed banners or small boxes promoting a product or service, above or aside of the articles you were reading – those are display ads.
Display Advertising Network Sources
Network sources for any Display Advertising categorized based on their customer reach ability, flexibility, performance analytical tools such KPI etc.
Google Display Network (GDN)
When we refer the terms display advertising network, that turns towards a single channel what we know as Google Display Network. This is the world’s largest display networking service provider. A recent report on GDN states that, it serves over 2 billion impressions a month, nearly 6 million a day. That’s an enormous volume, indeed.
The Google Display Network includes three most mentionable ad service provider as:
- Google Adsense Publisher Sites,
- Double Click Ad exchange,
- Google Sites.
Google Adsense Publisher sites
According to Google, the Display Network reaches over 90% of worldwide internet users expanding across 2 million online business sites! Means, it serves over 204 million visitors each month.
DoubleClick Ad Exchange
This ad-serving company includes hundreds of premium publishers. Ad servers such DFA (DoubleClick for Advertisers) or DBM (DoubleClick Bid Manager) is employed by large, mid-sized companies or ad agencies. Unlike Adwords, DFA does not supply an inventory of ad slots. Customers as advertisers must negotiate pricing and placement in between themselves.
LinkedIn Display Network
LinkedIn Ad Display seemingly one of the largest ad services for professional network with over 433M professionals worldwide gather on LinkedIn to stay connected and informed, advance their careers, and work smarter. This makes LinkedIn the most effective platform to engage the decision-makers, influencers, and people that matter most to your online business.
Taking the pattern of an organic update, these “advertisements” are tailored to a specific audience using advanced targeting criteria to ensure they’re relevant to your stakes and needs.
LinkedIn’s ad service promises a bot-restricted, fraud-monitored environment for their advertisers.
BingAds is second to Google in traffic volume. The downside to BingAds is: they have fewer publishers when compared to Google, making it harder to scale your campaigns. Still, BingAds is a great addition when you’ve already received your Google campaigns up and heading for the hills.
Native Ad Networks
Native Ad Networks (Outbrain, Taboola, etc) are the latest and greatest ad networks considering the current market trend. They attend to the “Recommended” and “Around the Web” ads you see on large publishers like the Huffington Post, Business Insider and Forbes. Advertisements served by Native Ad Networks look like recommended content and intelligence narratives. This means the landing pages and creative advertisers use tend to be in a different format. Mostly, large online business sites having millions of visitors use Native Ad Networks to drive traffic to other websites and earn thereby.
Display Advertising Network Tips
Defining Your Metrics
It’s crucial to clearly define what metrics you’re looking to measure in order to achieve your goals. The advice is simple, though. The best intention to reach to the most perfect match customers will be properly served once the advertiser sets a well-planned and perfectly targeted ad placement and visitors pool. Unless and otherwise, the resulting impression might mislead and there’s a possibility that the advertiser gets distracted.
Market segmentation is very important. Display advertising to the current customers or visitors, market segmentation will be applicable for different audience profile with different criteria. It’s a very powerful tool because it allows custom personalization as much as possible and pinpoints specific pool of audience with relevant advertise.
Target your market based on two categories:
Target your audience based on the web content they consume, based on their previous behavior or topics that interests them the most. This may include everything from demographics to their past behavior.
Display Advertising Networks show ads on a relevant webpage depending on the keywords prominently on the article. The keywords that your target audience search mostly.
Managed placements allows you choose among numerous online business sites that you plan to cover with display ads, which is why it’s a safe bet when branching out into the display. Search Engine will focus and advertise on the online business websites that you specify them. Say assume, if you’re planning to arrange a webinar on “Photo collage creation using PhotoshopCS6”; you’d probably choose video content sharing sites like Vimeo or LiveVid that offers such webinar session on LIVE. That’s Ad Placement Targeting.
There are numerous topics that you’ll fall into the ocean, leaving no clue where to focus. No worries, search engines like Google has already done the research for you. Google specifies some 1700 topics and sub-topics that specifically cover the Google sites.
You can target your audience based on Demographics such audience age, location, language and similar criteria. Secondly, targeting can also be operated based on browsing data—cookies, motivation, gaming etc. Also known ‘Interested Categories.
The third potential targeting can be based on Remarketing. Essentially, we’re talking about those great volumes of the audience or traffic already visited your website but didn’t convince. Your ultimate focus indulges them to make a purchase decision; once this ultimate milestone remains below par, you have to revise your plan and dive for Remarketing. You need to whirl them to attempt an action.
All experts unanimously agree that Remarketing is the spot to go when it adds up to the display advertising network. Remarketing is essential when you cookie your past site visitors to succeed them around with advertisements on various sites they are surfing. The visitors you’re planning Remarketing; have already expressed a genuine interest in your business and offer your product.
Remarketing gets your trusted visitors keep engaged, replicating the comment ‘completing the whole circle of engagement.’ The majority of those reading this post has likely been successfully remarketed to.
Provide Exclusive Offers
When we talk about Remarketing, we mean repeated visitors. Providing exclusive offer tends to be a very effective strategy to accomplish it. This may include free coupon, premium membership with additional access, concession offering for a specific time period, regular feedback points to unlock extra features and so on.
Create Ads with Attention
Your ads are the only thing to create the first impression on visitors that makes the rapid judgment on whether to trust this site or not. Taking in an advert in every format is vital due to the fact that, some sites might just support one format. This may eventually affect their purchase decision and drive them to your store or lead to a successful conversion.
Guided by Budgeting
Putting up a new display campaign is all about budgets. For instance, if you have already managed a neat list of supervised placements, allocate more of your budget towards that campaign, and separate the different locations into their own ad groups. You can feed more money into the advertising groups that control the placement, providing the best Return On Investment.
Display Campaign is Equally Important as Your Search
To run a successful search campaign, monitoring and continuous improvements to your Ad display campaign is imperative to grab your most trusted visitors’ interest. You probably spend time each week evaluating your account, scraping through search query data, adjusting core keyword bids, setting new negatives, revise and restructure ad display campaigns, tuning under-performing ads, you name it. This should make no difference in the display advertising.
Placing an Ad Display Campaign at Google Display Network
Here’s a general guideline for setting up an ad display campaign on Google Display Network. The step-by-step procedures to comply:
Create a New Campaign
There are some pre-requisites to follow for setting a new campaign. Foremost, an advertiser needs to decide “What is the product or service set to promote.” Secondly, we can only call it ad placement. Deciding ‘where to place the ad to appear?’ and lastly, need to estimate the bidding quote and budgeting for the cause.
- Sign in to your AdWords account at adwords.google.com.
- From the Campaigns tab, click the ‘New Campaign’ button.
- Do not check the Google ‘Search Box‘. Within your campaign settings- scroll to the Networks devices, and extensions section. click ‘Let Me Choose’ under Networks, and make sure that the ‘Display Network Box’ is checked and the ‘Search Network’ and ‘Partners Box’ is unchecked
- If you want your ads placed automatically on partner pages related to your products, choose Relevant pages across the entire network. Or you can specify target sites yourself
- Select the bidding option you prefer, then, set your campaign budget to a level you’re comfortable with.
- Click Save and continue. You can travel backward and modify your settings at any time.
Create Highly Specific Ad Groups
Here an advertiser will add an ad form such as image, text, rich media advertisements, video content. There will be an ad group tab on the GoogleAdwords.com account setup.
This is a really effective segmentation where you can get to different target audiences as Google AdWords analyzes and make a trend on its own which audience should fall under which group and niche. Different websites and niche matches up with different content types.
Target and Bid
In this section, there’s a tab named as “bidding and budget.” Set a default amount to maximize your click per ad. Advertiser will put this amount manually depending on their pre-planned budget and get the most of it. The ‘budget per day’ section also depends on it.
Create Image Ads
The last thing you need to setup a successful display campaign is relevant high resolution image. If someone is at a stake to edit or create these graphics; top search engines like Google provides with some interface that allows creating simple images with the help of some built-in templates. Of course, there’s some pre-defined size specified for ad forms (check out figure 1.1).
You need to have a landing page in place, before creating the campaign. This would be your lead capture page. Make sure that, there is a ‘message match’ between the creative and the landing page, otherwise the desired conversion rate may deteriorate.
Measuring the Performance of the Ad Display Campaign
If your organization intends to activate an Ad Display Campaign for advertising, it is important to understand the Key Performance Indicators (KPI) that you will encounter throughout your engagement process such as Reach, Conversion Rates(CVR), Bounce Rates, Clickthrough Rates(CTR), and lastly, Return on Investment, crucial to create and track your investment portfolio of Display Marketing for your online business activities.
Reach for online business advertisements are defined by the number of people who can potentially view your online business advertisement.
A recent case study operated by Julian Bakery, a california-based company,
observed a 35% increase in conversions and a 330% increase in impressions
on the Google Display Network.
This Key Perfomance Indicators detects the volume of visits that your Dsiplay Ad Campaign managed to reach within operation period.
ClickThrough Rate (CTR)
ClickThroughRate is considered to be another criteria to measure the success of a display ad campaign. Simply, it’s the volume of visitors clicked on a certain link or the number of page views for a certain period.
Bounce Rate (BCR)
Bounce rate is the percentage of visitors who navigate away or drop out from a website. When a user bounces on a page advertised by a display advertisement, it indicates that the user was intrigued enough to click on the advertisement, but when they visited your site, the visitor’s expectation wasn’t met. A sites Bounce Rate can be influenced by a number of factors i.e, visitors may decide to move away from a site right from your landing getting irritated by illusive web design or service that seems not trustworthy to them.
Alternatively, there arrives another possibility when visitors leaves out from a site because their expectation of arrival wasn’t met.
Conversion rate (CVR)
It’s the ratio of visitor for any page that reached to the advertisers desired target position and made an attempt. This can be: getting registered to premium membership, add-to-cart, make a payment or customers subscribed for a newsletter.
Return on Investment (ROI)
When brands embark on display marketing, there is always a cost involved together with a goal to be reached. Return on investment is the yield or the value received in return for something spent.
Accelerate Display Advertising Performance
Look out for Top Publishers
Google Display Network is a huge source on search ads; and it offers millions of websites where you can promote products and services. Find out from Google’s Display Network’s best performers.
The SEMrush Top 30 Report shows the best performing advertisers’ sites and their text and media ads, as easily as the landing pages they’ve promoted and how many ad placements they’ve applied.
Spot New publishers
While putting up, display advertising (banner advertising) campaigns, Google’s Display Network offers different ad targeting options, including placement targeting, you can skip this step or use it to acquire control over where your display ads’ impressions located.
Google Display Marketing Mistakes to Avoid
Avoid Multi-layer method
Multi-layering or Over-layering might create a deterioration in your customer reach, negative impression. It may distract the advertiser to track which of their display campaign methods worth their investment. With so many choices to select from, some advertisers decide to layer methods on top of each other – for example ad placements, fine tuned keywords, interested topics, or other factors, etc. – with misconception that this will reduce unqualified impressions and clicks.
Display advertising helps you achieve your marketing goals
What is the role of a display ad in marketing
You’d definitely want to be found your site when people search for specific keywords. The object must not be limited to but includes those users who might not be interested to buy a product right now but they accommodate your potential customer persona.
With millions of online business websites, news pages, blogs,
and Google websites like Gmail and YouTube,
the Google Display Network reaches
90% of Internet users worldwide.
These specialized features for targeting, keywords weight density, demographics, and Remarketing; you can encourage customers to notice your brand, consider your offerings, and take action.
The future of Display Advertising
“Interpublic’s media operations are working to automate all transactions
within the next three years. They are expanding programmatic buying into the TV arena.
Programmatic buying will be a subset of the automation movement,
but there is a need to bring the tactic to buying national and local, radio, display and most media.”
– Todd Gordon, Magna Executive Vice President
Display advertisements can be a main ingredient in a marketer’s paid advertising efforts. Developing click-worthy images help re-direct a visitor or potential customer to a landing page with relevant content about the brand or company. These ads not only can increase brand awareness, but they can engage or re-engage customers to your ad campaign and filter them into your funnel to explore the perfect match.
I don’t really conclude here. But, the Display Advertising Network tips provided in this article will surely lead you a head-start. This might not be the most high returning strategy that people have been looking for, yet, now is the time to put it on a roll. Patience– is what’s the key to get the best possible outcome over time. Display Advertising as one of the tools of paid advertising has surely emerged as a ‘best and effective way’ to get a steady stream of customers.
Sourced from SiteMatter.BIZ