With the rise of business technology, traditional marketers now have many options to support their marketing campaigns.
Various digital advertising tools now offer highly targeted and massive reach capabilities. For example, Google’s Display Network can reach over 2 million websites to display your business’ advertisement.
Display advertising (including clickable ads that appear in website margins) has many advantages that can improve your business’ online presence by:
- Effective targeting
- Flexible costs
- Measurable results
All you need to do is carry over your knowledge of your audience so you can determine where to reach them online.
With display advertising, there are four different ways to reach your unique audiences with your ads to increase your online visibility and brand awareness.
Also called “retargeting,” gives you the option to show your ads to people who previously visited your website, your mobile website in mobile apps, or who have interacted with your business, and then tailor your messages specifically for them. You now have access to people who are most likely to buy from you. AdWords remarketing drives your customers to your website and app when they’re most engaged.
Allows you to reach people based on their interests in products and services similar to your company, even when they visit pages or use apps unrelated to your business. You can select to have your ads shown to customers with an interest in certain categories or have ads featured on relevant sites. You also have the option to use ad groups, depending on your advertising goals.
3. Demographic targeting
Allows you to select audiences associated with particular demographic categories, like gender or age range. You can also exclude certain demographic categories to prevent them from seeing your ads.
4. Customer Match
Allows you to choose where to show ads to customers on Search, YouTube, and Gmail using data about those customers that you share with Google.
There are two payment plans available to advertisers who use display ads. The plans don’t have a contract, unlike traditional print advertising. With all the ads, you set the price you want to pay when your ad is displayed and it then goes to auction. Your ad price is compared to other advertisers’ set price, and the winner gets the ad spot.
Cost per click bidding (CPC), the most widely used, means you’ll be charged for each click on your ads.
Cost per thousand impressions bidding (CPM) means you will be charged based on the number of impressions your ads receive.
You have the ability to receive daily or weekly updates and track the number of times your ads are clicked. The tracking tools help you assess whether your ad campaign is performing or if you need to tweak your efforts. Display ads gather a lot of data that provides you with reports on traffic to your website, brand awareness, and sales and conversions. Measuring your results allows you to see if you are choosing the right keywords and driving customer engagement. If your ads are not being seen – or are being seen by the wrong audience – your potential customers will not find you.