A display advertising campaign is an expansive web-based advertising system.
It is also known as banner advertising and visually conveys a commercial message.
To use this form of advertising, the following are utilized: text, logos, animations, videos, photos, URLs.
In fact, display advertising takes advantage of the spaces that publishers make available for the placement and exposure of graphic elements, to advertise a product or service on PC or mobile platforms.
How to create a display advertising campaign: first steps
The goal of a display advertising campaign is to use something more than just simple text in advertisements.
When using this type of campaign, it is important to make the advertisement stand out to consumers and differentiate it from competitors.
First step: understand what consumers want.
Imagine you are an avid web consumer, what would you like to see when surfing on your PC or mobile device?
If you have an effective display advertising campaign, the benefits will be numerous:
- Increase brand awareness;
- Generate a lead (a potential customer);
- Increase user interaction with the brand.
Second step: the visual
How important is the visual aspect in today's web?
Look for ways to strike your customers with targeted and creative ads to gain ground in modern marketing.
How is it possible to generate leads and engage users with a single advertisement composed of an image or a video?
By creating an ad that's more attractive to the customer and more profitable in terms of conversions.
Let's recap:
- Understanding consumer needs: it's possible to have them fill out a contact form or conduct a targeted survey for the chosen audience;
- Creating a targeted campaign: consumers expect you to follow them on their conversion journey and provide exactly what they are looking for.
We can proceed to the next step.
Display advertising: display campaigns
In a respectable display advertising campaign, it is important to choose which type to use to create value for the brand.
Remarketing Campaign
A remarketing campaign is established when you want to target thosewho have already visited your website.
Essentially, from the previous Ads data, you only take those who are interested, meaning which audience has seen your story, their age group, gender, etc.
This type of display advertising campaign is probably the most profitable of all.
Targeting on the site
With this display campaign it won't be Google deciding where to place your ad, but you will choose independently your preferred sites and position your campaign as you wish.
Targeting by interest
In this case, the audience target is divided into two groups: audience close to purchase and related audience
In the first case, Google will show the ad to everyone who has performed actions on the search engine that are aimed at purchasing.
In the second case, however, it will focus on a broader audience, who has not yet made a purchase but has shown increasing interest over time.
Contextual Targeting
It is based on the keywords and search phrases of users.
It will appear on all those sites where the customer lands after typing a particular keyword.
Which campaign is most suitable for your type of Ads?
Display Campaigns: Effective Strategies
Creating a display campaign requires precise spending that can lead the company to success.
To create an effective display advertising campaign, it is important:
- Leverage Google Ads: a platform that provides a tool to autonomously create ads. Moreover, it is useful to include the logo, an eye-catching image, and the link to the website;
- Create display ads in different formats: the standards for creating ads are the same for everyone, but you can perform various tests with different formats: image, video, animation, logo, audio;
- Maintain a simple and clear design: the goal is to catch the user's attention, so it's important that the banner is simple, clear, and easily identifiable;
- Pair with a Search Network campaign: display campaigns appear on websites while search campaigns appear on search engines, i.e., in web results when a keyword is searched. Paring the two campaigns is very useful, because the search network campaign allows for refining the analysis of keywords to then use on the display campaign.
Furthermore, it's important to understand what the company's objectives are and focus on those, to have a coherent and targeted campaign.
How to create a display advertising campaign with google ads
Google Ads is a PPC (Pay-Per-Click) platform by Google that allows you to place advertisements in the browser search results and helps you reach your target audience to improve sales.
Within the network it's possible to publish all types of ads depending on the needs of your brand.
The main formats are:
-
Adaptive ads: they adapt in size, format, and appearance to any ad space;
-
Responsive ads: allow uploading various creative formats to fit different ad spaces;
Lightbox Ads: encourage greater user interaction as the images and videos are expandable and automatically resize according to the ad space.
If you decide to create a Display campaign, the first thing to do is to create your own Google Ads business account.
Moreover, it's important to understand the budget available, the ideal target, the most appropriate design, and the frequency limits within which the campaign will be displayed.
Ads are shown when the configured targeting in campaigns matches users browsing the Internet.
Moreover, on the Google Display Network, it is possible to show your ads to the audience before they start searching for the product.
This helps to engage consumers in the early stages of the buying cycle.
The Display campaigns are designed to enhance your brand, helping you to:
- Reach the audience that has shown interest in your product;
- Make your advertisement appear in various spaces;
- Publish interactive advertisements;
- Generate traffic directed towards your site;
- Speed up the purchasing process;
- Boost the sales of your product and service.
If you're ready to optimize your website, what are you waiting for to create your tailored display campaign suitable for your business?
Do Display Advertising with Framework360
To get the most out of your display advertising campaigns, you can take advantage of the capabilities of Framework360, the innovative and most comprehensive Italian platform for everything related to digital marketing.
With it, not only will you have the opportunity to create your online environment, but also consequently a personal website of your own, perfectly optimized to get the most from advertising campaigns, with a perfect hosting service, and with the possibility to customize it, configure it and manage it as you see fit, without any need for programming knowledge or web building.
Moreover, thanks to the handy and efficient page builder embedded in the platform, you can create a perfect and complete landing page, to be used for your professional display advertising campaigns.
This and much more thanks to Framework360
You can do it too, you just need a lot of commitment and an excellent marketing and sales platform.
Free trial for 30 days. No credit card required.
