Hi! We’re now going to talk about display advertising.
You know those ads you see all over the Internet? Some are banners, while others are text-based or use videos. This is called “display advertising” and we’re going to explore what it is, how it works and how it can help you attract more customers.
Think of display advertising as the digital version of a billboard, print ad or TV ad. Businesses pay whoever owns the ad space, hoping to get their ads seen by the right kinds of people. And then turn those people into customers.
In the online world of display advertising, ad space isn’t on billboards or TV, but on the websites we visit.
Display advertising gives businesses the chance to pay for their ads to appear when the right kind of person is on the right kind of page.
There are heaps of ways to do this. You can make deals directly with the owners of a website, or you can use networks that match businesses with lots of different websites that have ad space to sell.
You can decide to show your ads on specific web pages, or to specific groups of people—or even both.
Let’s imagine you’re passionate about fishing, and started a expert guided fishing charter business. Now, you want to market it. Think about the people who might be interested in a guided fishing charter, and what else they might be looking at online... like fishing websites or boating forums. The pages where your customers are viewing content related to your business is where your ads should be - this is referred to as contextual targeting.
Of course, your customers won’t always be looking at websites about fishing. With display advertising, you can still get your ads in front of them when they’re browsing other things. So you can target people with specific interests - like fishing - while they are checking the weather, reading the news, visiting blogs, and browsing all the other websites they might want to visit - even if those websites have nothing to do with fishing. This is referred to as audience targeting.
So display advertising, offers businesses the ability to reach relevant audiences all across the Internet. That’s actually quite amazing. And it’s one reason why display advertising is a great way to build awareness of your business. For example, if you’ve just created your fishing charter business, you’ll need to make people aware that your new service exists. With display ads, you can get noticed by just the people you want to reach.
But display advertising isn’t only about getting your name out there. Display is also a great way to drive traffic to your website, build engagement with your visitors, and win new customers. How? Well, you might choose to show ads to people who have visited your website, but haven’t yet made a booking. So, as they browse the news, check the weather or watch videos, your display advertising can remind them to book today with a special promotion customised for them.
This is referred to as remarketing or retargeting, and we’ll cover this in more detail later.
Let’s recap a bit, shall we? We know now that display advertising lets you be right where your customers are, and supports many different marketing goals. Next, we’ll explore how display differs from search advertising, and how the different elements of a display campaign work. Then, we’ll move on to talk about ways to find your ideal audience using different targeting options. Finally, we’ll learn a bit about how to use retargeting to reach people after they’ve already interacted with you.
So I hope you’re ready - it’s time to explore the exciting world of display advertising.
- what display advertising is
- how it works
- the goals it can help you reach.