Display advertising have experience has received a lot of press within the marketing world recently, not least due to Google’s release of Display Select. But for some, display advertising is still something of an unknown territory. We’re here to explain the basics so that marketers who are new to this channel can begin to explore its opportunities.

What is display advertising?

Display advertising is a targeted way of advertising your products or services on relevant third-party websites. Adverts come in the form of Leaderboards (horizontal; typically sized 729x90 px), Skyscrapers (vertical; typically sized 160x600 or 280x600 px) and MPUs (square; typically sized 300x300 px).

Adverts can be displayed either on the Google Display Network – a network of websites that sell advertising space via Google – or directly with your chosen websites. Adverts appearing via the Display Network are managed in Adwords alongside your other PPC (Search) campaigns, while a campaign organised directly with a website is normally monitored by them, and the results fed back in an agreed format.

The good and bad

Display advertising is good for:

  • Brand awareness
  • Remarketing
  • Supporting a wider marketing campaign

It’s not so good for:

  • Audience response – the click through rate tends to be fairly low (potentially less than 1%)
  • Displaying detailed information – less is definitely more with display ads.

What does display advertising cost?

 You can spend as much or as little on display advertising as you like, but it’s worth remembering that often you’ll experience a lower click through rate than with Search PPC. Many websites charge per 1000 impressions (also known as CPM) so think about trialling several options before committing to anything.

How do you measure it?

Impressions and clicks – Looking at the number of impressions and clicks you have received will enable you to determine the click through rate of your ads, and decide whether they are proving effective.

Traffic – Bear in mind that traffic is different to clicks. Ensure you measure the traffic you get from the ad as well as the number of clicks, and compare the two.  If there is a large discrepancy then further investigation is required e.g. your destination URL could be wrong, or there could be issues with your web server etc.

Bounce rate – This will tell you if people are sticking around to look at the information on your landing page, and should be measured in conjunction with clicks and/or traffic.  If your bounce rate is over 35%, then you may want to investigate further.

Cost per click – The amount you pay per click can inform you whether it’s worth committing to ads on a particular website.  Knowing what you are prepared to pay for each click will help determine the likely outcome of visits based on your allocated budget.

Top display advertising tips

  1. Research the websites you’re thinking of advertising on. Is their demographic similar to yours? Is the content good quality? Are their products a good fit with yours?
  2. Add a tracking code to the ad so that you can measure its success. If you don’t, it’s basically wasted money. Use something like the Google URL builder which can generate a URL to be tracked in your "campaigns" through Google Analytics.
  3. Don’t expect results immediately. As with any channel, it’s about trial and error. Spend time finding what works for you.

Contact Whitefish Marketing for PPC Campaigns

Display advertising is another form of PPC.  For more information on Display Advertising, Search PPC, Social PPC, or Remarketing PPC contact Whitefish Marketing to understand the differences and benefits of each one.  Here at Whitefish Marketing, we are a specialist digital marketing agency in Kent, and PPC is one of our core services offered to clients.  Feel free to call us on 01303 720 288 for a frank and no-obligation chat.



Beginners’ Guide to Display Advertising
Article Name
Beginners’ Guide to Display Advertising
A guide on display advertising opportunities.

About Justin Wilson

Justin Wilson is a Digital Marketing Manager with a passion for helping businesses to develop their digital proposition. He has an expertise across the spectrum of digital, including search engine marketing, social media, website optimisation, email marketing and web analytics.