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DISPLAY NETWORK ADVERTISING
Display ads are the visual ads that appear all over websites. They flash, float, or hang to the side of a page or get inserted between the text. They are the clickable ads that commonly appear on social media and blogs.
Display advertising means high visibility, even when no one is actively searching for your content. Google claims the Display Network reaches over 90% of global internet users on over 2 million sites! This creates opportunity for higher visibility than search advertising alone. If you are unfamiliar with the differences in display and search and what makes them both important, keep reading.
Search ads appear when your potential customers are typing in search words to find content like yours. Display network ads appear on multiple sites all over the internet where your potential customers are visiting. Display ads are always advertising you, even when a potential customer isn’t necessarily searching for you at the moment. Your potential traffic does not need to be actively shopping for a business like yours to find you. Instead, they are passively browsing the internet, reading news, discovering a recipe on a cooking blog, reading a post on Facebook or Instagram, or watching videos on YouTube.
You may wonder, why advertise when they aren’t shopping? This line of thinking creates a lot of hesitation when deciding to integrate display network advertising into the marketing strategy. With Display, you are constantly promoting your brand without paying for the impressions. However, when they click the ad, they can stick.
Display ads can stick like a song we can’t get out of our head. When an interested potential customer clicks the display ad, it follows them around the internet and appears on other sites they visit. Wherever they go, you follow. This sticky concept was coined with the term “remarketing.” Essentially, cookies are used to track the trail of your past site visitors to follow them around the internet where ads appear on other sites.
Remember, this is traffic that is interested in you. They have already clicked on your ad. Remarketing is a method to make your ad follow the interested traffic and keep them engaged. In a sense, remarketing is free advertising.
With managed placements, we pick and choose exactly the sites you want your ads to be displayed so the paid clicks count. We manage and control your traffic by continually using analytics to monitor your ads and behaviors related to those ads and your website. We use the statistical data found in the analytics to make decisions about placement of your content and to budget successful advertising campaigns for you.
Since some websites will only support one format, we use both image and text ads within Display. This optimizes visibility of your brand. Statistics show that over half of ads on the display network are just plain text. While text ads are important, images are necessary! Luckily, our graphic design team has your image covered. Highly visible, simple, and easy to read ads capture your audience.
As the internet and societal trends evolve, online marketing strategies must evolve with them. Display network advertising is an essential piece of the cake. Creating and maintaining effective display and search campaigns with ongoing search optimization are the evolution of marketing.