A popular proverb goes “Out of sight, out of mind”. Today, when we are connected 24×7, we are always being bombarded with information. In this round the clock churn cycle, if your brand is not visible enough, you will vanish. In a scenario like this display advertising in digital marketing is the most sought after technique to build brands.

We all know that advertising is all about grabbing eyeballs. And on the internet, you need good banner ads or display ads to hook in your audience. Think of them as the billboards of the digital world. So, what is display advertising and how can you use it effectively.

With our display advertising campaign, you can be seen by the right audiences. We design campaigns that are eye-catching and expertly targeted. We understand who you are, and who your intended customer is, and we design a campaign that presents your brand in the best possible light.

What is Display Advertising in Digital Marketing

Display advertising is an effective way to promote your advertisements and promote your brand.

Display advertising is the most popular advertising channel amongst marketers worldwide who want to form a strong brand presence and increase user awareness with their brand. Most of the marketers face trouble attracting new website visitors, however investing in Display Advertising can help you tackle this challenge easily.

Digital marketers focus on placing display ads on high traffic websites like social media sites like Facebook; newspaper sites like Times of India or NewYork Times; magazine sites like The Economist, Time; dating sites like Tinder; matrimony sites like shaadi.com; healthcare sites like vitsupp.com; music sites like spotify.com; fashion sites like amazon.in; lifestyle sites like mensxp.com and review blogs. These websites offer other businesses to provide banner and side ads. If you go to any popular fashion website, you can see ads in the banner, sides and bottom.

Display advertising is an effective and less costly way to be visible, but it is a risky place to navigate. There are so many targeting and bidding options available, it is very easy to make the wrong choice. By partnering with BrandLoom, you can be sure that you will not lose money and create brand awareness among the right audience. From ad creation to campaign designing and assessing results- BrandLoom has worked with many companies and managed successful display advertising campaigns across Google Display Network, other ad networks and individual sites.

Different Types of Display Ads as per Objective

Based on the purpose, display ads may be divided into three categories:

1 Raising brand awareness

If your goal is to increase brand awareness rather than conversion, you have to focus on reach. The aim is to reach out to a wide target audience and grab their eyeballs so that they may get interested in your brand. Brand awareness campaigns should run for a longer time, because people need to see something multiple times to remember it.

2 Customer Acquisition

This is about acquiring a customer via display ads. However, this is the trickiest part of display advertising. Most people today ignore banners. This is because they often find banners irritating and invasive. Many advertisers make the mistake of relentlessly targeting their audience, which makes their customers think of them as spammers.

There is also the factor of using adblockers. Most customers today use adblockers. However, if you advertise on a well-known or high-quality site, your potential customer may still deign to turn the adblocker off when requested by the website. But if your ads are displayed on bad websites, they are likely to continue with their adblockers.

Many small businesses invest money thinking about acquiring a large number of customers. However, many factors may prevent that from happening. What you need to do is have realistic expectations and consult with a good digital marketing agency to make your campaign more effective.

3 Retargeting

This is about showing display ads to your target audience based on their surfing behaviour. This uses cookies. The advertiser can show his ads to the customer if he is on a different website via “ad exchange”.

Dynamic retargeting is even more sophisticated. It enables the advertiser to make up some ads spontaneously after looking at your surfing behaviour. For example, if you were looking at some mobile phone models on a website and then move on to another site, the advertiser can create an ad instantly showcasing a couple of models you were looking at and show it to you.

Why use display advertising

The basic objectives behind any digital advertising campaign are to generate leads, drive app installations and boosting eCommerce sales. BrandLoom starts by designing banner and display ads in various eye-catching designs and formats, which hook in your audience. With the use of the latest display advertising tools, we also track calls to ensure retention.

Our team takes care of crucial aspects like site selection, keyword and content-based targeting, demographic targeting, search and display remarketing and media buying. We have expertise in URL-tagging and social media marketing. At the same time, we conduct ad campaigns on various platforms like Facebook, Instagram and LinkedIn, and our methods are ethical and effective.

We understand the value of money, and we make sure that you get the best campaign possible with your assigned budget. At BrandLoom, we optimize your offers and ads to generate leads, which makes your website and app rank at the top of search engine results. We also make sure that your click-through rates are maximized.

How to do display advertising

Remember, creating Google ads on Google Display Network may not give you the best results. This is because if you want to run a successful ad campaign, you have to plan it carefully.

1 Create eye-catching ads. 

You need good visuals and catchy taglines. Remember, if your ad is not appealing, you will lose your audience. If you are selling some products, you must make sure that you are showcasing some appealing products, presented in such a way that it hooks the audience in.

2 Use keywords. 

Keywords are essential if you want to optimize your ads. Remember, Google will display your ads on websites which use the same or related keywords. So, you must pay attention to keywords when designing your ads.

3 Video ads are becoming popular

Good animation or videos to grab your target audience’s attention. Videos are dynamic and intriguing and offer a more immersive experience for your customers.

4 Include a call to action

Your audience is more likely to take any action if you prompt them. So, depending on what your goal for running the ad campaign is, feature a call to action. It can be checking something out, buying something, signing up for something or visiting a physical store.

5 Choose the right websites

Like we said before, another critical aspect of display advertising is understanding where to place your ads. For this, you have to know your target audience and understand which web pages they are likely to visit.

For example, if you have to advertise ladies’ apparels, it makes sense to place your ads on fashion sites or lifestyle blogs. However, if you are selling an action video game, putting it on a lifestyle blog may not give you the desired output. Instead, you should look at online gaming forums or discussion boards which are frequented by avid gamers.

6 Write good copy and optimize your landing page

If you want conversions, you have to make sure that your landing pages are effective as well. It serves little purpose if your customer clicks on the ad, which makes you pay the ad network- but the customer abandons your website after visiting it. 

Make sure the landing pages load fast, have a compelling copy and feature attractive images. If it is a page where a customer can buy something, make sure that there are multiple payment options, and that the process is smooth

It is best to take the help of a seasoned advertiser or hire the right agency with experience in running display advertising campaigns. 

How to check if your display advertising campaign is successful

Display advertising is a low-cost form of advertising. If you compare, you will see that doing targeted advertising on social media sites or doing sponsored posts via influencers is way more costly. However, display advertising can be a tricky field to navigate.

Many people believe that display advertising is not very useful. As we will see later- that is not true. But to assess how successful your display marketing campaign has been, you have to pay attention to a few:

1 Reach

This is the number of people who can potentially see your ads. This is a no-brainer- the more extensive your reach, the more the chances of conversion. Reach is usually calculated by looking at the number of people who are likely to visit your ad network of choice.

2 Click-through rate

As you may know, this is a popular metric used by advertisers to gauge how successful an ad campaign has been. In simple terms, it is about measuring how many customers clicked on your ad. This indicates whether the ad has been attractive to them.

3 Bounce rate

Bounce rate is calculating how frequently visitors abandon your site after visiting one page. A potential customer may be attracted by the ad and click it, but if they bounce from the landing page on your website- it shows that what they found on your website did not appeal to them. If you want to reduce your bounce rate, you have to optimize your landing pages.

4 Conversion rate

Conversion rate is indicated by how many visitors took some desired action after visiting your website. This may be making a purchase, signing up for some services, looking up additional information or leaving a comment. 

5 ROI (return on investment)

ROI is calculated by comparing how much revenue you generated, or by measuring some other intangible goal against what you spent on your campaign. For example, if your total budget for making and running display ads was Rs 5 lakh, but it got you sales worth Rs 25 lakhs, it means your campaign has been successful, and you have good returns on your investment.

But is display advertising effective? While many people are sceptical about its use in the age of adblockers, when done right, display advertising can be very useful and give your good ROI.

What is the benefit of using display advertising

There are many benefits to using display advertising. Let us have a look:

1 Wide reach

Display advertising can reach a broad audience. If you use a good ad network, you can reach out to many customers. The more people see your ads, the more number of them become aware of your brand, and more is the chance of a conversion.

2 Targeting

Display advertising is very effective for doing targeted advertising. You can show the ads to relevant people because you can track their surfing behaviour. 

3 Retargeting

This is a powerful advantage. Studies show that retargeting exponentially increases your chances of converting a customer. For example, if you notice that a customer has checked out a particular book earlier, you can show her a book from the same genre, or with a similar storyline or the same author. It is more likely she makes a purchase. 

4 Measurable

The best thing about display advertising campaigns is that they are measurable. You can check metrics like click-through rates to see how effective your campaign has been. The good thing about having measurable metrics is that you can analyze the data and figure out what is working for you and what’s not. You can then tweak your campaign accordingly, or design a new, more effective one.

However, when you plan a display advertising campaign, you need to set your goals keeping things like adblockers in mind. Studies show that most internet users have developed “banner blindness”, which is the ability to ignore display ads when visiting a website. 

So, make sure that your ads are attractive, they contain a call to action, use targeted keywords, and that you are showing your ads to the right people at the right place and right time.

Why work with BrandLoom

Unlike other digital marketing agencies, BrandLoom makes sure that your display advertising campaign remains frills-free and effective. We constantly monitor related activities and keep analyzing metrics. At the same time, we constantly update the campaign and look at areas that demand improvement. We pause ineffective ads and instead devote more energy towards those that generate more brand awareness and revenues. We also implement URL tracking codes on each display ad and make sure they are integrated with your marketing automation and sales CRM systems. This translates to increased lead generation and increased visibility on Google results.  

Being one of Indias best web design agencies, we also specialize in creating great landing pages, which make your ad campaigns more effective. In order to engage the audience, retain customers and increasing conversion rates, your website must have attractive and dynamic landing pages. Our team makes sure you have landing pages that capture your visitors’ contact information and increase your brand’s relevancy.  Our designing team makes sure your landing pages synchronize with your ad and your company’s branding strategies.

BrandLoom values transparency. We do not use unethical means, nor do we promise you impossible results. We will treat your brand as our own and involve your team in every step, so you can see the results for yourself and give the required feedback. We will send you detailed reports and analyses letters and provide regular expert assessments so that you can understand the data and see the results for yourself.

Our team has worked with several leading Indian and international organizations like IBM, Infosys, Satyam, Panasonic, INVISTA LYCRA(R), Tech Mahindra, Philips, Coats, and many more. Our expertise and knowledge of digital marketing traits and trends help us serve you better.

We aspire to serve brands from all sectors, including Education, Fashion & Apparel, FMCG, Consumer Durable, Technology, Retail and Infrastructure.

Conclusion

It goes without saying that when most of the world is going online, that is where you need to catch them. Today, customers’ media consumption habits are changing. New devices also imply that advertisers need to be creative in their efforts to grab their attention.

So, if you want to design a good display advertising campaign, consult with a top digital marketing agency. They can help you create good ads, optimize your landing pages and make sure that your ads are displayed on relevant web pages.

Remember, in this crowded internet age; you must make a mark on your target audience. As the saying goes, “out of sight, out of mind.” Make sure you are not relegated to obscurity. Using display advertising effectively can help you avoid that fate.

Frequently Asked Questions

  1. What is Display Advertising?

    As said before, display advertising is like billboard advertising for the virtual world. It is a form of advertising that is cost-effective, in which online advertisers showcase their products and services via static images, gifs or videos.

    At its core, display advertising entails showcasing an ad to the target audience on specific websites or social media pages which include some call to action. When the viewers click on the ad, they are directed to the landing pages, which allows them to make a purchase.

    Marketers place eye-catching banner ads on high-traffic sites. The data you have on your customers can help you place display ads on the websites they frequent.

    The favoured sites for placing display ads are magazines, newspapers, dating sites, celebrity sites, music and gossip sites, fashion and lifestyle sites and sites that have many women viewers. Review blogs and online gaming portals too are popular for display advertising.

    Next time, when you visit any popular fashion or news portals, you can spot display ads on the top, the bottom or sides.

  2. When setting up display advertising campaigns who can you target?

    Of course, advertising is never effective until it is shown to the right group of customers. This is where “cookies” come in.

    Cookies are like unique signatures for computers or devices via which customers connect to the internet. Advertisers gather data about their prospective customers and their preferences. They track which are the sites their customer's visit, which ads the latter click and which they don’t.

    Based on the information they gather; the advertisers can do targeted advertising. Display marketing is an effective way to remarket to the target audience.

    However, you cannot just randomly create an ad and put it on a website. Careful thought has to go into planning and executing display advertising campaigns. To do that, we must first look into what ad networks are.

  3. What is an ad network in display advertising?

    If you want to run a marketing campaign online with display ads, you should look for the right ad network. An ad network is a technology platform. They act as intermediaries between the advertisers and publishers.

    These ad networks use central ad servers that enable advertisers to display their ads to their prospective customers. This allows the ad networks to collect data for tracking, targeting and reports on impressions.

    If you wish to run a display ad campaign, you have to check with the ad networks about the kind of packages they offer. Most ad networks comprise search engines, technology vendors and media companies.

  4. What is Google Display Advertising?

    Of course, when it comes to online advertising, you cannot discount the Google. With Google Display Network, you show your ads to people when they are surfing the web, watching YouTube videos or checking their Gmail. You can also show your ads on mobile devices and other apps.

    There is no denying that Google’s reach is tremendous. Google Display Network can reach 90% of all web users. Almost anyone can run a display advertising campaign on Google by registering on Google Ads. You can combine text and images to create your own ads, select where you want to showcase your ads, and then decide what budget you want to allot for your campaign.

    You can pay for the Google ads when people click on your ads to visit your website.

  5. What is the benefit of using display advertising?

    There are many benefits to using display advertising. Let us have a look:

    1 Wide reach
    Display advertising can reach a broad audience. If you use a good ad network, you can reach out to many customers. The more people see your ads, the more number of them become aware of your brand, and more is the chance of a conversion.

    2 Targeting
    Display advertising is very effective for doing targeted advertising. You can show the ads to relevant people because you can track their surfing behaviour. 

    3 Retargeting
    This is a powerful advantage. Studies show that retargeting exponentially increases your chances of converting a customer. For example, if you notice that a customer has checked out a particular book earlier, you can show her a book from the same genre, or with a similar storyline or the same author. It is more likely she makes a purchase. 

    4 Measurable
    The best thing about display advertising campaigns is that they are measurable. You can check metrics like click-through rates to see how effective your campaign has been. The good thing about having measurable metrics is that you can analyze the data and figure out what is working for you and what’s not. You can then tweak your campaign accordingly, or design a new, more effective one.

    However, when you plan a display advertising campaign, you need to set your goals keeping things like adblockers in mind. Studies show that most internet users have developed “banner blindness”, which is the ability to ignore display ads when visiting a website. 

    So, make sure that your ads are attractive, they contain a call to action, use targeted keywords, and that you are showing your ads to the right people at the right place and right time.

Branding, Integrated & Digital Marketing Wizard and Founder of BrandLoom Consulting (A $1m startup). I help companies generate more revenue through digital marketing. I have successfully led Business and Marketing operations of several Large & Small; American, European, Chinese & Indian Brands and Startups. In totality, I have worked with over 100 Brands during my 21 years of professional career with a proven track record of Building Sustainable & Profitable Businesses.

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