Adding Display Ads to your Marketing Strategy
Marketing is an essential activity for any business, if you want to perform well online. And, with the internet being so widely used for both businesses and consumers, display advertising is a key component to your marketing strategy.
Display advertising has had its fair share of bad press over the years and some might say it’s been superseded by other online advertising methods such as Adwords, which are much more targeted. But display advertising is still very much used and deserves its place in any digital marketing strategy. Here’s why:
- Display ads generate the best brand awareness
Display ads generally have a much wider reach than an Adwords campaign, meaning you can get your service or product in front of more potential customers on a global scale. Unlike SEO and PPC, the ads aren’t just displayed to those who are looking for a product or service, but rather users that could potentially be the right fit in terms of target audience.
Because the ads are visual, you are subliminally communicating your brand to users who may not necessarily be looking for you. They may not even click the ad, but they register having seen your brand and either recognise you, or perhaps remember you again another time when they might need you. It’s probably the cheapest way to get brand awareness on the internet – at least to that sort of audience.
- Display ads can drive customer loyalty
This is done by retargeting. If a user has visited your site and looked around, they can be displayed with an advert for your product or service, to encourage them to return to your site and buy or enquire. You can choose to retarget anyone who has visited your site or even those who have previously made a purchase. Retargeting is a great conversion rate optimisation activity – it adds as a reminder of your brand and a way of kick starting a potential conversion.
- Display ads drive leads, increasing your offline sales and conversion rates
As marketing tools go, display advertising is a tried and trusted digital marketing service that gets results. Done well, it will increase your sales and drive lead generation, thus improving your ROI. When using well designed banner ads you will impress potential customers, convince them to visit your store or website and then buy.
Display advertising is great for promoting new products or seasonal offers.Consider including a time restriction in your ad, to provoke a sense of hurry and induce a FOMO effect.
By way of a caveat here, the advantages of using display advertising are of course dependent on the design of your ad and how well this is executed. Great ads can be achieved for SMEs and large businesses alike to maximise ROI. It all comes down to a formula of getting the content right, using people who know what they are doing to design your ad and selecting the right targeting.
Are you worried about your digital marketing strategy? Why not give us a call us on 01303 720 288. We are a highly experienced digital marketing agency based in Folkestone, Kent.