Display Advertising
Display advertising can be a great means to get your brand in front of potential buyers when they’re browsing their favourite sites.
You buy display ads through ad servers that use data on someone’s recent search and click history to automatically determine the website and user to show a particular ad to. In the simplest of terms, display advertising refers to the use of ads—from text to video to audio—on a website.
Display advertisements serve as a way for businesses to monetise their website traffic, as advertisers pay to have their promotion displayed alongside the content on the page.
The most common type of display ad is the banner ad within a website.
Getting started with Display Advertising
- You can build, post, manage and track ads on Google Display Network, which also ranks your ad quality to determine how visible it is on the pages it appears.
- Pick good imagery – either your own or from your ad server – to win attention and clicks.
- Make it obvious where users can click on the ad, and what happens when they do. Does it take them to your homepage, or directly to a product page?
- Track your clicks and conversions. If you never get clicks from a particular site, you can exclude it; if a particular site and ad win you a lot of conversions, you might want to increase how much you spend on the ad.
Pro Tips for Display Advertising
Wide reach – Google’s Display Network can reach over two million websites.
Easily targeted – by both context (ads are intended to appear on related sites) and audience (who’ve shown an interest in what you’re selling).
Eye-catching – you can create simple text or image-based ads, use video, or build interactive ads in a variety of sizes and shapes.
Lack of control – you have to trust your ad server to choose where to place your ad, plus you have ad-blockers to contend with. In terms of costs, you’ll usually pay either:
- Per thousand impressions
- Cost per acquisition
- Cost per click
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