In digital advertising, standing out is the name of the game. Display ads offer an effective solution to raise the attention of your audience outside “tried and tested” social media and search channels. Read below what benefits display advertising can bring to your marketing strategy, and how to implement it in a few steps.
If you want your company’s products or services to be known online, you’ve got to advertise them. And if you work in digital marketing, you’re probably creating a lot of ads for social media or search.
The two channels above are especially popular with cost-savvy marketers. They historically yield the highest CTR and conversion rates - a.k.a. the golden metrics of advertising success.
But with these metrics inevitably decreasing due to increasing competition, smart marketers should aim for something different: namely, to have their ads stand out and be remembered by their audiences.
To that end, including display advertising in your marketing strategy is highly effective.
Display ads can not only complement your existing social media and search tactics, but they can also increase your ad frequency, readying your audience before they engage with your higher conversion ads.
You’ve probably read a lot of articles describing how cool display advertising can be. And while all of them are fine and dandy - heck, we even wrote one ourselves, none of them really take the time to flesh out the benefits of display advertising from an overall strategic point of view.
You’re going to discover that now.
Since display advertising is the most effective source of impressions, you can streamline your advertising strategy and make it more cost-effective.
For example, by focusing on CTR on your paid and search channels, you can leave the impression heavy-lifting to display advertising and save a lot of money by placing less frequent, more tactical high-conversion ads on your other channels.
Studies have shown that 92-98% of consumers don’t buy the first time they visit a website. To keep potential customers engaged, pros use display ads to remarket to customers who have already interacted with their brand or a competing brand.
Remarketing is a personal way to engage with customers that can yield fantastic results. Well-placed remarketing ads can keep your products top-of-mind for customers and can be the extra reminder they might need to complete a purchase.
Better yet, they can be used to spread awareness of your products, and offer better deals, to your competitors’ customers, which can help you win them over!