When we decide to create strategies in Google Ads, we often need to know exactly which campaign best suits our project. Remarketing campaigns? Search network? Display?
Before starting the post, each of the possibilities offered by the Google Ads strategy can favor you when it comes to achieving your online marketing purpose. However, specifying a specific digital strategy will be key to the success of your page.
What is Display Advertising?
Display advertising is a powerful and effective strategy in the field of digital marketing. In an increasingly visual and Internet-centric world, this form of advertising has become an invaluable tool for businesses that want to increase their visibility and reach a larger audience.
Simply put, it refers to display and display ads displayed on websites, mobile apps, and other online spaces. These ads can take different formats, such as static or animated banners, videos, interstitials (full-screen ads), and overlays (superimpositions on a web page).
One of the hallmarks of display advertising is its ability to reach a massive audience. Through ad networks like the Google Display Network, ads can appear on various popular websites, reaching millions of users worldwide.
This gives businesses significant exposure and the opportunity to effectively reach their target audience.
Display advertising offers multiple targeting and targeting options, which means advertisers can select specific criteria to show their ads to only the right people at the right time. These criteria may include demographics, geographic location, interests, browsing behavior, etc.
By targeting a more relevant audience, businesses can maximize the impact of their ads and increase the chances of conversion.
Strategies to Maximize Your Results in Display Advertising
Using display advertising is a strong tool for online marketing. It helps businesses become more visible and connect with a bigger group of people.
However, for optimal results, it’s important to implement effective strategies that maximize the performance of your ads and have a greater impact on your target audience.
- Clearly Define your Objectives: Before starting any display advertising campaign, it is essential to establish clear and specific objectives. Do you want to increase your brand awareness, generate leads, or increase conversions?
- By having defined goals, you will be able to target your efforts and measure the success of your campaigns more effectively.
- Know your Target Audience: Understanding who you are targeting is essential to creating relevant and engaging ads. Conduct market research to obtain your audience’s demographic information, interests, and browsing behavior.
- Use this information to target your ads and show them only to those most likely interested in your products or services.
- Use Remarketing: Remarketing is a powerful strategy in display advertising that allows you to show ads to people who have previously visited your website. This will enable you to re-engage with interested users who may have abandoned the purchase process.
- Creating personalized ads and reminding them of your brand can increase their chances of returning and converting.
- Design Attractive and Creative Ads: Your ads must stand out in a visually saturated environment. Use eye-catching images, attractive graphics, and clear messaging to grab your users’ attention.
- Consider using interactive formats such as videos or rich media ads for greater impact. Test different combinations of visuals and messaging to see what works best for your audience.
- Optimize your ad Placement: The placement of your ads on display network websites can make a big difference in their performance. Identify the relevant websites where your target audience spends the most time and target your ads to those places.
- You can also use topic or keyword targeting to show your ads on pages related to your industry. Track and analyze your ad placement to identify which websites generate the best results and adjust your strategies accordingly.
- Perform Continuous Testing and Optimization: Continuous optimization is key to maximizing display advertising results. Run A/B tests to evaluate different elements of your ads, such as images, messaging, calls to action, and colors.
- Track key metrics like click-through rates (CTR), conversion rates, and return on investment (ROI). Use this information to adjust and improve your campaigns in real-time.
- Set a Budget and Track Performance: Allocate an appropriate budget to your display advertising campaigns and regularly track performance. Ensure you get a positive investment return and adjust your budget and strategies accordingly.
- Use the analytics tools you have to monitor and improve your campaigns. This way, you can make smart choices using the data you gather.
Advantages of Display Advertising
- Visual ads are highly engaging and grab users’ attention more effectively than text ads. By using impactful images, graphics, and video, brands can deliver their message more creatively and build greater resonance with their audience.
- Display advertising offers greater flexibility in terms of ad formats. This allows businesses to adapt to different platforms and devices, whether users browse on desktop computers, tablets, or mobile phones. With the increasing popularity of mobile devices, ads tailored to smaller screens have become essential to the success of an ad campaign.
- Increase brand awareness and strengthen corporate identity. By appearing on multiple websites and apps, businesses can generate greater exposure and familiarity with their brand. Even if users don’t click the ad right away, it creates a lasting impression in their minds, which can influence their buying decisions in the future.
- Display advertising offers flexible options in payment models. Advertisers can opt for pay-per-click (PPC), where they are only charged when a user clicks on their ad, or cost per thousand impressions (CPM), where payment is made based on the number of times the ad is clicked. Display the ad.
- There is also the pay-per-action (PPA) option, where you pay only when users take a specific action after viewing your ad, such as filling out a form or purchasing.
Formats Most Used in Display Advertising
Static Banners
Static banners are one of the most common formats in display advertising. They are still images placed in designated spaces on websites and apps.
These banners are usually a standard size and can contain text, graphics, and even calls to action. Static banners effectively build brand awareness and convey direct messages.
Animated Banners
Animated banners are similar to static ones but can show movement. They can include smooth transitions between images or graphic elements that scroll to capture the viewer’s attention.
Animated banners are ideal for delivering more dynamic and engaging messages, which can increase engagement with your ad.
Videos
Video ads are becoming increasingly popular in display advertising. These can be pre-roll (play before the video content starts), mid-roll (play in the middle of the video content), or post-roll (play after the video content ends) ads.
Video ads allow you to tell richer stories and engage your audience through moving images and audio.
Rich Media
Rich media ads are more interactive and engaging formats, including images, videos, animations, and interactive features like games or polls.
These ads allow users to interact with the advertising content and provide a more immersive experience. Rich media ads are ideal for increasing audience engagement and engagement.
Interstitials
Interstitials are full-screen ads that are displayed before the main content of a website or app loads. These ads are highly visible and grab viewers’ attention as they take up the entire screen.
Interstitials often include images, text, and calls to action and effectively convey important messages or promote special offers.
Native Ads
Native ads are natively integrated into a web page or app content so they blend in with the environment and look more organic.
These ads often match the style and format of the surrounding content, making them less intrusive and more relevant to users. Native ads effectively drive more engagement and avoid “ad fatigue” for users.
Overlay Ads
Overlay ads are ads that appear on top of the main content of a web page or app. These ads are usually transparent and are displayed for a few seconds before disappearing.
Overlay ads deliver short, snappy messages without completely interrupting the user’s viewing experience.
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