81% of consumers conduct online research before making a purchase online. If consumers are visiting multiple sites to find the best product/service they’re after, why not target them while they’re already engaged? Display advertising allows you to put your business in front of consumers where they spend most of their time – browsing online.
Display advertising is a type of online advertising that involves running visual ads with a call to action that appear on the top or side of the web page a consumer is browsing. They’re shown to users based on their previous online behaviour or based on their demographic information – which allows you to target the right audience for your business.
But what are the benefits of display advertising and why is it such a powerful marketing tool for small businesses?
🎨 Visually Appealing
Display ads can (and should!) be designed and styled. While regular PPC (Pay per click) ads are text only and must adhere to character counts, digital display advertising can use graphics, video, audio and branding to stand out to consumers and attract attention.
💥 Support Brand Awareness and Visibility
Consumers need to see information about your business approximately 10 times before they think about doing business with you. Display advertising allows you to get your business name and branding in front of consumers before they need a specific good or service from you, while they’re spending time online. By the time they need the product or service your business offers, you have a better chance of being considered if they’ve encountered your name multiple times online.
🎯 Target Your Relevant Audience
When running digital marketing campaigns, it’s important to target the people most relevant to your business. Just as with PPC and Facebook advertising targeting, you can create specific parameters for your digital display advertising: which sites your display ads appear on, which geographic area they appear in, and which demographic or niche market they appear to. The benefit of targeting your display ads is that you can maximize your spending and ensure you’re getting seen by the most relevant audience.
🏹Retarget Interested Consumers
Display ad retargeting involves showing display ads to consumers based on their previous online behaviour, including people who have visited your website but didn’t convert as a customer. Retargeting is a great way to engage consumers who already know about your business by going the extra mile to seal the deal.
🛒Reach Consumers on the Go
Geofencing is another effective display advertising tactic. By pushing advertisements through to mobile devices based on a consumer’s current location, you can direct your advertising to people who are out shopping now with a high purchase intent.
Geofencing allows you to set up a virtual geographic perimeter around a location, like your business location or a competitor’s. You can push through geofencing ads in the form of offers and deals to anyone that enters your designated perimeter area with their mobile device. This allows you to grab the attention of potential customers who are in the area and may be looking for the product/service you provide, or to even entice previous customers to come back to you.
📍 Competitive Advantage
Display advertising is a great way to target consumers who are thinking about doing business with a competitor. Using search retargeting to target consumers who have looked for products or services on your competitor’s website and then offering a great deal or offer on your own site is one way to win new customers.
🔊 Works with Other Marketing Strategies
Display advertising enhances other marketing strategies you might already be running. While PPC and SEO are top drivers for direct traffic and conversions, it’s important to remember how crucial building brand awareness is for your business.
📈 Easily Tracked to Measure Effectiveness
Measuring the performance of your marketing strategies will help you find what’s working and what’s not. With display advertising, you can track the number of times your ads have been seen and how many users have clicked on your ads. As display advertising at its crux is a brand awareness marketing strategy, the number of impressions will be the top metric to consider for the success of your ads.
We’re here to help!
Display advertising is a powerful marketing strategy, and when you use it in conjunction with other efforts as a part of a broader strategy, it can boost your marketing’s effectiveness. We have extensive experience in helping businesses across countless industries target their campaigns to local audiences. Let us drive your ad dollars further with a tailored online advertising solution. Contact us today.
Jayde Nguyen