It’s time to cover the different components that make display advertising work, including how you’ll find and target the right audience, how you’ll build your ads, and how you’ll organise your campaigns.
First, you’re probably going to be using a display advertising network - that is, a system that lets you advertise on many different websites - to help you build and run your display campaigns. Almost all of them will allow you to decide where your ads will show up, and who will see them.
Like all digital advertising, display advertising platforms offer many targeting options. You can target your ads to show globally or locally, specifically to people who speak certain languages, or to certain days or times. You can even combine multiple targeting options together. For example, you can target local people heading out on their morning commute by choosing to advertise to English speakers who are using smartphones within 20 kilometres of your shop at that time . But there are many more - so let’s take a look at some targeting options that are unique to display ads.
For example, you can really zero in on where you want to be advertising by defining specific websites that you want your ads to appear on.
This is known as “placement targeting”, and the idea is if you know the kinds of sites your audience are visiting, you can reach them by displaying ads where you know they’re spending their time.
Now, if you don’t know the exact websites your audience might be visiting or want to target a broader audience, you can choose to show your ads on any website that fits into a general, high-level topic like “Cycling” or “Outdoor Activities” instead of targeting just specific websites.
But beyond selecting placements or topics of sites, you can also choose to target your specific audience regardless of the content they might be currently browsing.
Depending upon what options your ad network offers, you might be able to target by gender or age group. You can even target people who have demonstrated an interest in cycling based on the kinds of websites they have visited in the past.
Finding the right audience to target is essential, but your display campaign also needs actual ads to show them. With display advertising, you have lots of options for what form they might take or how they can look.
There are banner ads in all sorts of shapes and sizes, and video ads that use the power of site, sound and motion to really bring your message to life.
Now there’s no reason why you can’t use many different kinds of ads. In fact, you’ll be maximizing all the potential places where your ads might appear. Just remember: you’ll want to match the content with the audience you are targeting and include a call to action. The call to action is what you want people to do after seeing your ad, such as “call us now”, “explore our range” or “get directions to our store”.
So now you’re probably seeing how to accomplish your different advertising goals using many different combinations of audiences and ads. And you’re probably also realising just how important it is to keep things organised. That’s why nearly all display advertising solutions allow you to keep things under control by creating and managing what are known as campaigns.
You could have one display campaign aimed at passionate cyclists, targeting them while they’re reading news about the Tour de France, with ads featuring your top-of-the-line range and offers to join your loyalty program.
At the same time, another campaign could be dedicated to more novice cyclists. These adverts might target “outdoor enthusiasts” with ads featuring more entry-level bikes. You might even decide to run these ads only on weekends when these newbies have the time to come in store and get expert advice.
Display advertising can be used to target very specific audiences, and even multiple audiences at the same time, depending on the message you want to send. Thinking about who you want to reach and what you want to tell them will not only keep your campaigns organised, it will also help you figure out the message, the tone, and the style your display advertising should take.
Understanding how these things work together will help you match the right message with the right people—and you’ll be well on your way.
Ready to create a display advertising campaign? First you’ve got to understand how to use all the different components of display, including:
- how to find and target the right audience
- how to create different kinds of adverts
- how to organise your display campaigns.