One of the things marketers love about digital marketing is that it offers an incredible array of diverse channels. Each of those channels presents unique opportunities to reach new customers and nudge existing customers to make more purchases. For example, display ads are an important component of your marketing plan—or at least, they should be. Here’s a quick look at how they work.
What are display ads?
Display ads use visuals and text to advertise products or services on third-party websites. Marketers often use the Google Display Network to manage display ad campaigns. These ads are typically paid for on a cost per click (CPC) basis.
How do display ads work?
Display ads can be easily understood by first exploring what they are not. You’re likely already familiar with Google search ads, which appear when a user types a search query into Google. In this situation, the user already knows what they are looking for, and the ads that appear correspond to keywords relevant to their search. This is a “pull” approach that relies on the user’s intentions.
In contrast, display ads use a “push” approach that strives to create demand, rather than cater to it. The ads that pop up on relevant third-party websites create awareness about products or services, and cultivate interest from users that encourages them to click to learn more.
Are there different forms of display ads?
Display ads are available in a variety of shapes and sizes. You’re probably already familiar with the ubiquitous banner ad, which is one possible form of a display ad. Others include the following:
- Interstitial ads: These look like a webpage, rather than an ad. The user must navigate away before reaching the actual webpage.
- Rich media: These ads are interactive, with clickable features. Some may even include opt-in or contact forms.
- Video ads: Video display ads are an excellent way to quickly grab a potential customer’s attention.
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