How can Display Advertising Help Grow Your Business?
Display Advertising Increases Brand Awareness
Traditional advertising methods such as TV and radio commercials, and print ads appearing in newspapers and magazines, once were considered the gold standard.
With the invention of Digital Video Recording (DVR) technology, viewers are able to quickly skip over commercials. A 2019 study from Hub Entertainment Research reveals that 69 percent of TV viewers prefer the use of DVR technology for the sole purpose of skipping ads.
Print media is not faring much better. The June 2019 Global Entertainment & Media Outlook report from PricewaterhouseCoopers (PwC) predicts a consistent decline in advertising revenue for magazines and newspapers through 2023.
The future is not looking so bright for these traditional forms of advertising.
The Shift to Digital Displays
In comparison with the decline experienced by print and television advertising, digital ads are showing a strong upward trend (PwC). Spending on online advertising is anticipated to grow by 8.4 percent annually through 2023. Mobile advertising is predicted to outpace all other forms.
Google digital advertising is a form of graphic advertising that appears on websites, mobile apps and social media via banners, and other advertising formats. Digital advertising primarily uses what is known as digital displays consisting of text, video, audio, and images. They are graphically designed to drive more visitors to a website and increase customer calls and in-store visits.
Google Display Ads vs. Google Search Ads
The platform is an effective means of delivering general ads and brand messaging to an online audience. Display ads vary from search ads in many ways. The most noticeable difference is display ads use a push approach to advertising, while search ads use a pull approach. Push marketing involves taking the product or service directly to consumers; pull marketing brings the consumer to the product or service.
For example, a person who is searching for locksmiths near their location will benefit from the pull approach of search ads generated by specific keywords entered into the search engine. Once that person searches for locksmiths, however, they may begin to see display advertisements for locksmith services the next time they log onto their device for any reason.
Other differences between display ads and search ads include:
- Brand awareness – display ads are a great way to get a new product or service noticed, whereas search ads work better for established brands.
- Budget – search ads tend to be more affordable for those on a limited budget and have higher conversion rates; display ads require a greater financial investment.
For those with a larger advertising budget, Google search ads and Google digital display ads can be used in tandem to achieve a powerful one-two punch in the quest to attract new customers and raise brand awareness.
Benefits of Using Google Display Ads
If one of your marketing goals is to raise brand awareness and increase your customer base, Google Display Ads are a must-have marketing strategy.
The benefits of using Google Display Ads are numerous, regardless of whether your business is large or small. Google Display Ads are:
- Compatible with a variety of digital platforms (apps, websites, social media) to extend your reach to potential customers.
- Capable of generating product awareness.
- Proven to increase sales and generate more leads.
Creating a Strategy
Effectively using display ads to promote brand awareness and increase leads involves several steps. Graphics that produce the best return on investment:
- Make creative use of text, colours, and images.
- Feed off of existing text ads by creating a display ad counterpart.
- Adjust automatically for optimal viewing on a desktop or mobile device.
- Contain a compelling headline and clear text.
- Showcase products or promotions.
Like other online content, display ads should include SEO and digital SEO in any text appearing in the ad. Keep these tips in mind when creating a content strategy for display marketing.
Creating a display ad that meets all of these requirements can be cumbersome for those not familiar with marketing best practices. A Display Ads Agency can craft an advertising strategy that best meets your individual goals.