By using the display advertising, you can promote your online business and attract more customers. Let us see the most effective way to create a display ad to promote your business, and to attract the right people for your business.
Today, the internet is filled with noises. So, you must need to know how to promote your business among the right people. Otherwise, your entire ad budget will be wasted!
Here we are going to learn how you can effectively use display ads to promote your business and make sales.
Average Reading Time: 8 minutes
Things We Cover:
- Display advertising for your business
- Why targeting is so important with display ads
- How to retarget your customers via display ads
- How to create a text ad
- How to create a display ad
All the ads, which are displayed on different websites, are called display ads. They can appear on millions of websites, as text or banner ads.
Display advertising for your business
Display ads are the online version of billboard flyers and commercials with targeting facility. Rather than broadcasting an advertisement, here you can pick a group of audience, or where to display your ad.
For example, let us assume you sell car accessories. Now, you want to show an advertisement for your business. So, you can pick websites related to car sales or forums to display your ad. Because you know that your potential customers are the people who are visiting these sites.
But, then again, same as you can pick where to display your ad, you can pick a target audience for your ads too. What does this mean?
Well, your potential customers may not be visiting the car forums all the time. So, by targeting through their interests, you can show your display advertisements even on other websites too.
Display Ad placement and Targeting
With display ads, you have to carefully pick the right placement for your advertisements. Depending on the features provided by your ad network, you can use many different ad placement and targeting options.
Some ad networks provide facilities to target specific websites to display your ad. So, with such super targeting, you can only display your ad to a specific group of people.
Also, you may be able to target ads based on the interests. By broadening your target, you can gain more visibility among potential customers.
Also, you can try different demographics for your display ads. For example, if you want people to come to your physical store, there is no point of showing your ads to people in another state. So, you can restrict your audience to say 20km from your store’s location.
Why targeting is so important when using display ads
How many online ads do you normally see every day? You cannot even keep track of that. We see display ads on different websites, we see ads when we are on social media, and we see ads even when we search on Google.
But, out of these ads, how many of them grabbed your attention? Or, how many of them made you click on that ad? Well, maybe not even a single ad.
Sadly, the owners of these ads had spent a whole lot of money to show these ads to you. So, if you are not interested in them, these businesses are wasting their ad budget on you.
The same thing can happen to the ad spending of your business.
You may be spending a fortune to promote your business, and just a bunch of random people, who have no interest in your brand see all your display ads.
It will be like showing rain-coat ads to the people living in desserts.
So, in the end, you will not be able to make any sales, and all the money you spent to promote your business will be wasted!
And, that is why the proper targeting is important with display ads.
Wherever you promote your business, proper targeting can make a huge difference.
And, unlike the traditional ways of broadcasting advertisements (Via billboards, TV ads, Newspaper ads etc.), modern online advertising platforms help you to target your ads to specific audiences.
So, in this article, we are going to explore your possibilities of promoting your business via targeted advertising.
How to retarget your customers via display ads
Now we know what is targeting. But, what is the meaning of retargeting? How can that help to promote your online business?
Well, retargeting is basically reaching out to the people who have already made their first contact with your business.
They may have visited your website, or they might have opened a product in your ecommerce store. Likewise, there are some people who have made their first contact with your business but did not make a purchase.
So, you know that these people have an interest in your business.
Somehow they found your site, and engaged with your sales funnel (at least up to some level) and left. There can be different reasons for them to leave your website.
Sometimes, they might have got distracted by another activity.
Say, someone (Penny) is working in an office and tried to purchase a piece of jewellery from your ecommerce store. Then, suddenly her boss came to her desk, and she had to close the browser. Later she forgot the whole thing.
Or, sometimes she might have genuinely lost any interest in your products and left without making a purchase.
Either way, it is worthy to give it a shot and retargets Penny and reminds her to complete her purchasing journey. And, this is the whole idea of retargeting.
So, how can you do this?
If you Google, you will find many retargeting services for your website. And, then you might have to add a piece of code to your website to integrate this service. Also, if you use a CMS (content management system) to build your website, these services may be available as plugins for your CMS.
Then, these services will collect data about individual visitor’s behaviour on your website, and create an anonymous list called retargeting list.
Then, you can start an ad campaign to retarget specific lists.
When one of your visitors’ made a purchase, there is no point of showing them the same old ad. Now, you can add them to another retargeting list to promote cross-selling opportunities.
Sometimes people may lose their interest in your content and leave your website. In such cases, if the retargeting advert re-directs them to the same page/ content, it may not make any sense (It couldn’t make a sale at the first time, so why bring your visitors to the exact same place for another time?).
In such cases, it can be more effective to create another landing page/content, which has a different approach than the previous place.
Keep that back in your head. Sometimes you will be able to use this trick to improve your retargeting strategy.
Your possibilities of ad targeting don’t end! You can even pick dates to show your ad. For example, if you want to show your advertisement on Thursdays and Fridays, so, your customers can make it to your store on the weekend; you will be able to do that.
Display ad networks
So far we have discussed display ads and how to target etc. But, how do you find a spot to show your advertisement? And, how should you contact the ad space owner?
There are two methods to do this. First methods are, you can directly contact the website owner and purchase ad space. This is very straight forward and simple. But, with this method, it is super hard to scale up.
That is why (the second method) ad networks are there. Ad networks are just like middlemen, coordinating you and the ad space owners to display your ads.
Websites owners register with such ad networks and let them post ads on their websites. So, as business owners, you can pay these ad networks to publish your ads on such registered websites.
Due to extreme competition for ad spaces, most of the ad networks use a bidding system to display ads. That means, when someone visits a website that has an ad space, there is a behind the screen “bidding” takes place to find the best ad for this space. This bidding happens in a split second!
When you upload your ad copy to an ad network, you can define how much you are willing to pay for a click on your ad. So, in the bidding stage, if you have a competitor who is willing to pay more than you for that space, they will get a chance to show their ad.
Apart from handling this bidding process and getting your ad space, ad networks also offer great analytics of the performance of your ad.
If you find an ad network, which can also offer traffic analysis for your website, you can even find out how many ad clicks have resulted in conversions on your website.
How to create an ad campaign
Please note that we are not promoting any specific service or product. But, we thought it would be helpful if we can add a basic guide of how to use Google ads to create display ads to your business.
So, here we have a step-by-step guide about how to use Google ads to create text ads and Display ads for your business.
How to create a text ad
Step 1 – Go to the Google Ads
Step 2 – Create an ad account by entering your email address and website address. You may need to sign-up with your email account at this step.
Step 3 – Once you are ready to create your first ad campaign, you can set a daily budget for your display ads. This is the maximum amount of money that you are willing to pay per day. Your account will only be charged when someone actually clicks on your ad.
Step 4 – Now you can set your target countries and locations. You can narrow down your audience as much as you like. Or, you can use broad audiences to attract more people.
Step 5 – Select display network to show your ads on content sites.
Step 6 – Now you can select the most related keywords to trigger your display ads. You can also use this to get an idea of the popularity of different keywords.
Step 7 – Next, you can set a bid for your ad. This is the amount that you are willing to pay per click of your ad. You can either set a manual valve or set this to automatic bidding. If you set this to automatic bidding, Google will use an optimised bidding value for your display ad. So, you can avoid overbidding or underbidding.
Step 8 – Now it is time to write your ad copy. Use simple terms that really explain what your ad is all about.
Step 9 – Set your payment options and save your ad.
Step 10 – Next, you will be re-directed to the ad dashboard. Here you can monitor your ad performance and tweak your campaign for the best results.
How to create a Display Ad
Step 1 – Go to your ad dashboard and click on the + sign to add a new advertisement.
Step 2 – Select Responsive Display ads from the list
Step 3 – Next, you will be directed on to a simple user interface to create your display ad. Here you can first upload a logo for your business and an image for your display ad.
Step 4 – Upload the logo and images, and then assign them the roles.
Step 5 – Next you can type-in the headline for your display ad and description.
Step 6 – Check the previews of your display ad, and optimise your content to make it compelling and attractive.
Step 7 – That’s all. Save to publish your ad. And, keep an eye on the reporting tools to measure your display ad performance. Tweak your ad budget, bidding and ad copy to improve your performance.
Let us wrap-up
Display ads can help you to promote and attract new customers for your online business.
With proper targeting, you can increase the ROI for your display ad budget. It can help you to attract the right type of people for your online business.
In this article, we have discussed the importance of targeting your display ads. Also, we have discussed the re-targeting your customers with display ads.
Finally, we have discussed how to use Google ads to create a text ad and display ad for your business.
Hope this article provides you with a basic starting point for you to use display ads for your business.
Comment below and share your thoughts. Cheers.