Display advertising is a highly effective way of advertising, whether it is for branding purpose, or direct response. By not engaging display into your marketing plan, while providing Google Ad Words service, you can potentially lose consumers who are in need of additional influence. Unlike any other form of internet marketing, display can target every stage of the purchase funnel.
The word “Display” alone enlightens attention. In Display Advertising, the possibilities are endless to capture attention. Images, flash, video, other technologies and even text ads, have the ability to appear right alongside quality website content. It is an extremely effective choice of media, for both direct response, and branding. Whether it is a “Home Page Take-Over,” “Owning a Territory,” increasing leads or just driving quality traffic, Display Advertising is an advertising source that cannot be ignored.
A successful display marketer needs to “follow” the audience effectively along the internet, in order to engage. Search Marketing is only effective in reaching consumers searching on words related to your business, and then placing ads on the search results page. Display targets consumers who are not yet actively searching. It is at this point in which that display can inspire the user to take action due to an impassioned connection with your trade name. The Google Display Network reaches beyond websites, with multi-media channels such as Android Smartphone applications, and YouTube.
Search is also directly affected by display. Following exposure to a display advertisement, users have a significant increase on sponsored ad clicks. Coordination between search and display campaigns is crucial to marketers. A massive disconnection between where users are spending time and where marketers are spending their dollars exists in display.
The primary sources of websites that your display ads can appear on come from Google AdSense. Web publishers, both big and small, determine the type and size of ads they can fit or allow on their sites, and Google delivers advertisements relevant to content through placement or contextual content.
There are four types of ads that may appear on the Google Display Network; first and foremost there are text ads. With no major change from search network text ads, they are often labeled on the display network as “sponsored links.” When they appear on a site, they often are grouped in threes, unless they are solely displayed, as they often are on g-mail contextually.
Next are image ads. They may be static or animated. There are 8-9 standard sizes. You can create your own or use the AdWords display ad builder. Be aware that in order for your ad to appear, the site must allow for that size. This makes it a good idea to always create the maximum amount of sizes.
Video Ads are the next option. They may be uploaded directly into the AdWords interface. There are hundreds of millions of consumers who view video ads daily and the Google Display Network let’s you target and engage the consumers with video.
Video viewership is always growing, and the audience needs to be properly targeted. Display enables you to reach out directly to YouTube with click-to-play. This approach is non-intrusive as users choose whether or not they would like to view the advertisement. As in AdWords, it is important to create videos with a clear call-to-action. Always use colors, animations and images that are attention-getting.
Lastly, Rich Media Ads are the top converting media in the Google Display Network. They actively engage web users at a much higher rate than text or any other display formats. Rich Media employs Video and Flash, and mixes Text in with Animated Content and Design. Previously, the Ad Words Display Builder was limited to template designs, but as of November 2012, Google AdWords now generates automatic ideas based on the website or the Landing Page of the Destination URL.
With CPC bidding, a limit is set upon how much you are willing to pay-per-click. Cost-per-click campaigns work better for direct response, mostly due to the fact that the main goal being to drive traffic.
CPM bidding is based upon the amount you want to pay for impressions, or for a view of your ad. It is best used for branding because your message is seen by as many of your target users as possible. The Google Display Network can generate almost endless impressions, and can get your message seen by millions.
The Google Display Network is an advertising source that you cannot afford to ignore. Whether it is for a branding purpose, a conversion increase, or just a steady flow of quality web traffic, display is an extremely vital part of your marketing efforts. Search and Display need to be handled separately and the best way to achieve the ultimate results is to hire an ad words management company like MITTCOM.
