If you’ve been considering ways to promote your brand online, chances are you’ve come across display ads. But what exactly are they, and how can they help you reach your goals?
Display ads might sound complex, but once you understand how they work, they can become one of the most effective tools in your digital marketing toolkit.
Let’s break it down step by step so you know exactly what to expect and how to make the most of them.
What Are Display Ads?
Display ads are a form of online advertising that appears on websites, apps, or other digital platforms. Unlike traditional text-based ads, display ads focus on visuals, combining images, videos, and text to grab attention and convey your message. Think of the banners, sidebars, or pop-ups you’ve seen while browsing a website—they’re all examples of display ads.
The great thing about display network ads is their versatility. Whether your goal is to build brand awareness, drive traffic to your website, or boost sales, these ads can be tailored to meet your needs. And because they’re visual, they’re fantastic for showcasing products, highlighting special offers, or simply making your brand more memorable.
Why Should You Use Display Ads?
So, why are display ads worth considering? For one, they’re an excellent way to get in front of your audience. Unlike other forms of advertising that rely on users actively searching for something, display ads appear in places where people are already spending time. This means you’re meeting your audience where they are, rather than waiting for them to come to you.
Additionally, display ads are highly customizable. You can choose everything from the design of your ad to the type of audience you want to target. Want to reach people based on their interests, browsing behavior, or location? No problem. With display ads, you can get as specific or as broad as you need.
They’re also measurable, which is a huge advantage. You can track metrics like impressions (how many people saw your ad), clicks, and conversions to see how well your campaign is performing. This data lets you refine your approach and get better results over time.
Types of Display Ads
Not all display ads are created equal, and that’s a good thing! You have several options to choose from, depending on your goals:
- Banner Ads – These are the classic display ads you see at the top or sides of web pages. They’re great for grabbing attention quickly.
- Interstitial Ads – These ads appear between content, such as when someone moves from one page to another. They’re hard to miss, which makes them effective for important announcements or promotions.
- Video Ads – Video content is incredibly engaging, and incorporating it into your display ads can help capture attention and tell a story.
- Native Ads – These blend seamlessly with the content of a webpage, making them less intrusive while still delivering your message.
- Remarketing Ads – Have you ever visited a website, only to see ads for that site everywhere you go afterward? That’s remarketing. It’s an effective way to re-engage potential customers who didn’t convert the first time.
How to Create a Winning Display Ad
Creating a great display ad isn’t just about slapping an image together and calling it a day. A little strategy goes a long way. Here’s how to ensure your ads hit the mark:
- Clear message – Keep it simple. What’s the one thing you want people to know or do after seeing your ad? Focus on that.
- Eye-catching visuals – Use high-quality images or videos that stand out. Bold colors and clean designs often work best.
- Strong call-to-action (CTA) – Whether it’s “Shop Now,” “Learn More,” or “Sign Up,” your CTA should tell people exactly what to do next.
- Audience targeting – The more relevant your ad is to the viewer, the more likely they are to engage with it. Use targeting options to narrow down your audience.
- Mobile optimization – Many people will see your ads on their phones, so make sure your design looks great on smaller screens too.
Measuring the Success of Your Ads
Once your ads are live, it’s important to track their performance. But what should you be looking for? Here are some key metrics to keep in mind:
- Impressions – This tells you how many times your ad has been seen. A high number of impressions is great for brand awareness.
- Click-through rate (CTR) – This shows the percentage of people who clicked on your ad after seeing it. A higher CTR usually means your ad is resonating with your audience.
- Conversions – If your goal is to get people to make a purchase, sign up, or complete another action, this metric will show you how well your ad is achieving that.
- Cost-per-click (CPC) – This tells you how much you’re paying for each click. Keeping an eye on CPC helps you manage your budget effectively.
- Return on investment (ROI) – At the end of the day, you want to know if your ads are bringing in more money than they’re costing. ROI is the ultimate measure of success.
Tips for Maximising Results
To get the best results from your display ads, keep testing and refining your approach. Run A/B tests to see which designs or messages work best, and don’t be afraid to tweak your targeting settings if you’re not getting the results you want.
Consistency is also key. While one ad campaign might not deliver massive results overnight, sticking with it and making adjustments along the way can lead to long-term success.
Common Missteps to Avoid
Even the best-intentioned campaigns can run into pitfalls. Here’s what to watch out for:
- Overloading the Ad – Trying to cram too much information into a single ad can make it look cluttered and confusing.
- Ignoring mobile users – With so many people browsing on their phones, an ad that doesn’t display well on mobile devices can cost you a lot of potential clicks.
- Poor targeting – If your audience is too broad, your ad might not resonate. On the flip side, being too specific could limit your reach unnecessarily.
- Forgetting to track performance – If you’re not measuring results, you’re flying blind. Make tracking a priority from the start.
Are Display Ads Right for You?
If you’re looking for a way to reach a wide audience, boost brand awareness, or drive specific actions, display ads could be exactly what you need. They offer flexibility, creative freedom, and the ability to measure success, making them a valuable tool for businesses of all sizes.
Whether you’re just starting out or looking to refine your current strategy, taking the time to understand how display ads work can set you up for success. The key is to keep your audience in mind, craft ads that capture attention, and use data to guide your decisions.
Take the First Step
Display ads don’t have to be intimidating. Start small, experiment with different approaches, and see what works for you. By focusing on clear messaging, compelling visuals, and smart targeting, you’ll be well on your way to creating campaigns that deliver real results.