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What are Display Ads? Their benefits, types, Best ways to do it, Managing it, Cons and more.

Do you know? If you run a display advertising campaign it could reach 90% of the users inside the Google Display Network, but it only has an average conversion rate of 0.77%!

Even though it has a low conversion rate, In Zenith’s forecast, global display advertising spending was 177.6 billion dollars in 2021, with Internet display advertising making up 21.3% of the total ad spend!

Now you must be wondering if display ads have such a low conversion rate why advertisers are spending billions of dollars worldwide? This is because they understand how to use them effectively. Also read about 6 different types of digital advertising.

And if you also want to use display advertising effectively you have to come to the right place. In this article I have explained about what Display ads actually are, their benefits, types of display advertising, best ways to execute it, how to manage its success and cons of display advertising.

What are display ads?

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display advertising examples,
google display ads

Display ads are advertisements that appear on web pages, mobile apps, and social media platforms. They include text, images, video, and sometimes audio. It is primarily directed by the visuals used to grab the attention of internet users and spread brand awareness. Display advertising is an admired and effective format of digital advertising.

In Zenith’s forecast, global display advertising spend is anticipated to reach 177.6 billion dollars by 2021, with Internet display advertising making up 21.3% of the total ad spend.

To stand out on the internet and reach out to the target audience, the most successful display advertising campaigns combine images, text, gifs, and videos. Marketing campaigns can be tailored by changing the language, design, shapes, and sizes of banners.

Depending on the objective of the campaign, some display ads educate the audience about the product while others are intended to engage and entertain through simple games or puzzles. A banner ad is a form of display advertising that is frequently used for awareness campaigns.

Benefits of Display Ads.

Display advertising is the rapid growing form of online advertising. This is largely the result of display advertising’s ability to allow businesses to plan their internet advertising campaigns efficiently and effectively, thus boosting growth rates.

  1. Display Advertising is visually appealing.
  2. Display ads can reach customers at every stage of the funnel.
  3. Retargeting
  4. Display ads offer a great return on investment.
  5. Analytics
  6. Responsive Display Ads

1. Display Advertising is visually appealing.

Because these ads usually feature graphics and images, marketers have the freedom to experiment with different designs, sizes, shapes, and formats to see what works and what doesn’t.

2. Display ads can reach customers at every stage of the funnel.

If thoughtfully designed, they can help you connect with your target audience at every phase of the decision making process, from need awareness to purchase readiness. You only need to know how to target

3. Retargeting

Once they see your retargeted display ad, they’re prompted to come back to your site. According to Accenture Interactive 91% of consumers prefer to make purchases from brands who remember their interests and provide them with offers based on their preferences.

4. Display ads offer a great return on investment.

Although very few people actually click display ads, they can help you reach the largest segment of your target market. They offer as broad of reach as traditional advertising without being as intrusive as it can be.

5. Analytics

With tools such as Google Analytics for display advertising management, you can track your ads’ performance.

6. Responsive Display Ads

In display campaigns, responsive display ads are used, which adapt to fit just about any available ad space and improve performance. When you upload multiple assets (images, headlines, logos, videos, and descriptions), YouTube, Gmail, and Google Ads will show you the optimal combination and size of assets. It optimize your ads, broader its reach, saves time, can be used with videos and personalized ads.

Types of display advertisements.

As previously mentioned, display ads usually include text, images, videos, and even audio. They are all interactive in that you can click through them to reach a third-party website. In order to accomplish this, an ad is automatically displayed when a user visits a website or social media platform.

  1. Banner ads
  2. Rich media ads
  3. Interstitial ads
  4. Video ads

1. Banner ads

Banner ads are digital billboards that appear in high traffic spots, usually at the top, bottom, or side of the website, and are recognized as one of the best ways to drive traffic. The ads are simply image-based, hyperlinked ads in the form of a strip. They are usually located at the top of a page to immediately capture the user’s attention.

Ads on the banner are a good option because they don’t interfere with user experience and capture users’ attention (thanks to their placement on the page). As long as the ad copy is effective, banner ads can help you attract customers.

2. Rich media ads

You can add interactive elements such as videos, audio, and clickable elements to these ads. The key benefit is that they will give your product message more weight than a standard ad. Rich media ads consist of videos, audio, and GIFs. A rich media ad could even simultaneously play a video and invite the user to participate in a poll or survey.

The use of rich media ads significantly increases engagement with customers and gives the advertiser greater creativity in their design. They are highly effective in every respect.

3. Interstitial ads

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types of display ads

They are image ads that appear when you open an app or website. They cover the screen, forcing the user to respond to them (even if only by clicking away) to access the website. Because of their large size, interstitial ads attract advertisers who benefit from a high impression rate, which results in a good click-through rate and conversion rate.

Interstitial ads can be used but be careful to time them appropriately. By taking up the entire screen, they capture the attention of the user. You do not want to annoy users by blocking access to the content they want to see.

4. Videos ads

Video ads help reach your audience and build relationships with them on a personal level, and are well worth your time and money. YouTube’s advertising platform, as well as social networks like Instagram and Facebook, have opened up a new horizon for marketers. 

In terms of display advertising, video ads are slightly more expensive, but well worth it. Platforms like YouTube and Instagram make running video ads convenient for marketers, and these ads attract a great deal of attention.

How to get the most out of a Display advertising campaign?

In order to maximise your display ad campaign, you need to determine who the target audience is and use demographic information and interests to target them effectively. This is where display ads are the king. They allow you to choose where and when to display your ad.

There are a variety of options available when it comes to display ad targeting, so you need to be clear about the kind of demographic you are trying to reach and choose your targeting options accordingly.

  1. Identify your demographic
  2. Targeted keywords
  3. Targeting by placement
  4. Advertise according to user interest
  5. Retargeting

1. Identify your demographic

You can segment the audience based on gender, age, relationship status, languages and interests.

2. Targeted keywords

Identifying the keywords describing your product and services will allow you to reach the target demographic. The display advertising network will match your keywords with the words and phrases found on the publisher’s site where your ad will appear.

3. Targeting by placement

This feature allows you to choose which websites your ads appear on. For example, if you’re targeting a fashion audience, you may choose which websites to display your ads

4. Advertise according to user interest

Google collects data on its users’ behaviour, and based on their search terms, you can run ads that are relevant to their interests.

5. Retargeting

Also known as retargeting, this display advertising feature allows you to target users who have already visited your website, as a way of reinforcing your brand’s impact.

Best ways to execute display ads.

  1. Respect your audience’s experience
  2. Use simple design and colour schemes
  3. Using the right Call to Actions
  4. Make effective landing pages
  5. Your ad copy
  6. Display ads sizes

1. Respect your audience’s experience

Avoid auto play video ads, pop-ups, or ads that can’t be avoided by scrolling away from the page. These tactics will certainly get people’s attention, but not in the way you would like.

2. Use simple design and colour schemes

Make sure everything looks good because you’re only including the essentials here. Choose high-resolution images, type that’s clearly visible, and a logo that’s colourful and bold. Always preview images after exporting them.

The design and colour scheme selected for the display ad can make a large impact on the campaign. Colours play a huge role in the psychology of your audience, and you should keep the campaign clutter-free. The textual content of your advertisement should be easily visible as well.

3. Using the right Call to Actions

It is essential to include a call to action (CTA) on a good display ad to get conversions. Make your CTA bold and actionable to entice the user to click on it. Include actions like “Learn more” and “Enrol now”.

  • Make your CTA benefit-oriented
  • use persuasive language 
  • create urgency 
  • make the button the focus.

4. Make effective landing pages

The landing page should mirror the design of your display ad and follow up with the promises made in the ad. The landing page shouldn’t just be any old page on your website. It should be designed to encourage users to convert. 

  • Landing page should have one purpose and message.
  • Explain how your product, service or offer fits into the context.
  • Include social proof in the form of testimonials or company logos.
  • Keep it short and sweet; include only what’s necessary.
  • When using lead generation forms, ask for only the necessary information.

5. Your ad copy

It is important that the ad copy (the main text of your ad) works for you. Make sure that the copy contains the following factors:

  • Powerful headline (preferably 80 characters)
  • An outstanding description that highlights key elements.
  • Any special promotions, offers (discount, coupons etc)
  • mages should be the right size. Google recommends a 1:1 or 4:1 aspect ratio for your logo, as well as avoiding overlaid text, too many images, and too much blank space. You should use a ratio of 1.91:1 or 1:1 for your main image

6. Display ads sizes

Display ad sizes for Google can get quite specific, so you should take care when you design your ad. Google’s ad size recommendations are: 

  • Large mobile banner — 320 x 100
  • Medium rectangle — 300 x 250
  • Large rectangle — 336 x 280
  • Leaderboard — 728 x 90
  • Half page — 300 x 600

Managing the success of Display advertising campaigns.

The display ads that you run are a significant investment for any business, so it is only natural that you will want to achieve the best return on investment (ROI). This is why you need to measure how your display advertising strategy is working. 

Your display ads can be measured based on various metrics. These include:

  1. Impressions
  2. Reach
  3. Click-Through Rate
  4. Conversion Rate
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responsive display ads
which of the following is a benefit of search advertising over display advertising?

1. Impressions

In simple terms, impressions are how many times an ad is displayed to a user on a website or placement. Every time an ad is displayed, it counts as an impression. This metric can be used for brand awareness and for determining the effectiveness of your ads when compared to the click-through rate. It may be necessary to rethink your display ad management strategy if your impressions are growing but your conversion rate is not.

2. Reach

Reach refers to how many people might have seen your ads after they have been displayed. This depends on the settings you have set with the display network. As a result, you can monitor the reach of your ads and assess the effectiveness of your display ad management and targeting. If your ads are not reaching the intended audience, you should adjust your targeting.

3. Click-Through Rate

It’s a measurement of how many people click on your ads. It’s a ratio of impressions to clicks. A display ad that receives 2,000 impressions and generates 200 clicks, for example, has a click-through rate of 10%. Low CTRs can be an indication that you should change your strategy or rethink your targeting.

4. Conversion Rate

It is the most crucial metric to pay attention to because, at the end of the day, conversion is the main goal of running ads. The conversion rate shows how many people click through and conduct definitive actions such as installing your app, subscribing to your newsletter, or purchasing a product are some examples, after they reach your landing page. There are two easily fixable reasons why your conversion rate may be low: You’re generating low-quality traffic, and Your landing page is not optimised.

Cons of using display ads.

  1. Usually, people do not like ads.
  2. Banner ads have relatively low click-through rate and conversion rate.
  3. Display ads tend to be too short.

1. Usually, people do not like ads.

Consumers today believe that ads are more frequent and intrusive than they used to be. Overt advertising can annoy people, and when people are annoyed by online ads, the results are often negative. Often, they block ads with ad blocking software so they don’t see them at all.

2. Banner ads have relatively low click-through rate and conversion rate.

Click-through rate for banner ads is lower than many other forms of online advertising, translating into lower conversion rates. In order to be effective, banner ads must be used as part of a comprehensive marketing strategy. Your display ads can pique prospective customers’ interest and prepare them for more in-depth content.

3. Display ads tend to be too short.

The purpose of display ads is to communicate a message quickly and simply, but they can be difficult to comprehend. Although they are useful, display ads will probably not be your most potent marketing tool. By leading viewers to longform content, they are most effective.

FAQs

Benefits of Display Ads over Search Ads?

Search Ads are text based ads which only works when someone searches for a targeted search query, they only appear in SERP and Display Ads can be visually appealing, they can be of many types and can be retargeted unlike Search Ads.

What are Responsive Display Ads?

Google will automatically create ad combinations (images, headlines, logos, videos, descriptions), based on your assets (images, headlines, logos, videos, and descriptions). You can use responsive display ads in Display campaigns.

What are the Display Ads examples?

1. Banner Ads, 2. Rich Media Ads, 3. Interstitial Ads and 4. Video Ads.

Conclusion.

I really hope this article helped you to understand what exactly display advertising is, its benefits, types of display advertisements, ways to get more out of display ads campaigns, managing its success and cons of display advertising. The most efficient type of digital advertising is display advertising because it spreads your brand’s message without being intrusive, because it is honest, visually engaging, and doesn’t try to pass itself off as something it is not. And also read about 7 different types of digital marketing.

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