Advertising display is advertising on third-party websites that offer advertising spaces via an ad network such as Google adsense or Words ADS (WordPress’s advertising tool) but also on video sites such as YouTube or at the head of email inboxes and can be presented in different forms namely graphics, audio, video, textual or in the form of a Url.
In other words, display is a type of digital advertising published on websites, video sites and applications. To start a display advertising campaign, you first need to be registered on an ad network like Google ADS for example for Google adsense ads.
What is the role of a display advertisement?
How do I organize a display advertising campaign?
1-WHAT IS THE ROLE OF A DISPLAY ADVERTISEMENT?
Like any digital advertising, the display’s role is to introduce the target audience to your offers and demonstrate its advantages to the uniqueness that, the display boosts the SEM (search engine marketing) very well so that people who have seen your displays on the site of a third person, can recognize your sponsored links on search engines and click on them if necessary. As a result, displaying plays a role in preparing the mindset of your future consumers to facilitate conversions on search engines, but also, the display also takes the visitor to subscribe to your newsletter.
2-HOW TO ORGANIZE A DISPLAY CAMPAIGN?
As we said above, it all starts by registering on an ad network like Google ADS for example so you can set up your ad to reach the target audience.
To set up your ad, you can proceed by language type, number of days, number of hours and target websites by activity, geographic area, specific groups of people and their online activities by gender, by age, depending on the purpose of your ad and your buyer personna (ideal customer).
Set settings based on the ideal customer (customer who may be interested in your offers) according to the following canva:
- Notoriety
- Consideration
- Sales
- Conversion
1-THE NOTORIETY PHASE OF A DISPLAY
This is the first phase of any digital advertising to be discovered by the most likely to be interested in your offers (buyer personna). This is the phase that allows you to raise awareness of your buyer personna and refine your ads depending on the inter-react on your site. Thus, visibility is of great importance at this stage then, use the graphic format (advertising banner) to impact as much as possible (graphic ads on websites). The goal is to improve your brand image and popularity.
2-THE CONSIDERATION PHASE OF A DISPLAY
This is the second phase of impacting your audience of people who have visited your website to highlight the benefits of your offers. Tip: Use the messaging display (ads at the head of an inbox) i.e. ads in the form of a landing page (URL) to demonstrate the strengths of your offers.
3-THE SALE PHASE OF A DISPLAY
This step is to present the competitive advantages of your offers in order to have a special, enticing and unique offer to people who are already considering getting involved. Tip: Target people who have already visited your website and those who interact (comments, likes, messages). Here, video ads on websites and video sites can have the best results.
4-THE CONVERSION PHASE OF A DISPLAY
It’s about converting people who interact without switching to your newsletter. The newsletter will allow you to offer your offers in a personalized way to your list so, the call to action of your display can be a page of your website, a landing page that will push to a subscription to your newsletter. See the role of a newsletter.
Retargeting is well known at this stage of converting a display to convert people who have specific behaviors on your website according to the following canva:
1-Defining the Target Audience: You’ll need to add code to your web pages or web analytics tool (Google analytic) so that the retargeting service collects a list of people who have done something on your site to create an audience for you. With the code added to your pages, the retargeting service tracks the actions of users on your website and then creates an audience based on their behavior to allow you to design specific ads.
2-Show your ad with a subscription incentive (special offer, free gift, free content..)
3-Make your current customers available for other services or products.
As a bonus, check out how to organize social media and inbound marketing campaigns.
Now that you know the definition of a display and its usefulness in your digital advertising campaign strategy, we want to build you better through the editing stages of an advertising campaign on Google Ads.
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