What is display advertising

Interstitial ads have become a mainstay in the era of the mobile phone. Interstitial ads are full-screen ads that cover the interface of their host app or website. They're typically displayed at natural transition points in the flow of an app, such as between activities in a game. When an app shows an interstitial ad, the user has the choice to either tap on the ad and continue to its destination or close it and return to the app.

Check out this example from Google :. Obviously, a video display ad is an ad in a video format. For example, Swiss clothing brand On runs in-stream video ads on YouTube promoting new product lines.

Dynamic remarketing helps you build leads and sales by bringing previous visitors back to your site to complete what they started. According to Facebook, the Audience Network gives publishers and developers the option to choose between three different ad units: banners, interstitials and native ads. All three ad units have access to the same great targeting and advertisers, since the ads are automatically rendered to fit the unit you chose. The most high-profile one is the Google Display Network or GDN , with over 2 million various sites available for you to show your adverts.

The real benefit of display networks is their ability to choose where and when to display your ad. You can define your audience and target it effectively by using demographic factors and interests. You can even combine your demographic targeting with your interest targeting to get even more specific.

Display Network Targeting ensures that your ad shows up for your target audience — and therefore makes it more likely that the right people will click and convert. A call to action or CTA is essential to getting conversions on a good display ad. Entice the user to click on your CTA to reach your landing page by making it bold and actionable.

Another important thing to do is to make the user benefit clear: include what the user will get from converting — e. There should be a landing page specifically designed to encourage users to convert. A good landing page mirrors the design of your ad and follows through with the promises your ad made. Would you want to explore your landing page further? Does it answer the questions that your display ad raised? If not, go back to the drawing board.

For more information on great landing pages, check out our guide to creating landing pages users and Google will love. Your ad copy the main text of your advert must work for you. When writing the text for your ad copy, you want to make sure that you have:.

One thing you have to be careful with when designing your ad is its size. Display ad sizes for Google can get pretty specific. There are a few metrics you can track to measure the performance of your display ads.

These include:. The more impressions you have, the bigger your audience is. You can use this metric to target your brand awareness goals. When you measure your impressions against your click-through rate, you can also get a good idea of the effectiveness of your ads. But when it comes to display ads, there are a few other things to take into account.

First of all, the message of the ad must match the copy on your landing page. This should include headlines and calls-to-action. As you can see, the journey from the ad is continued on the landing page. The copy and visual cues e. The same goes for the design of your landing page. For example, this ad from KlientBoost offers a case study of how they helped Autopilot increase conversions:.

As you can see, the overall design — from the color scheme to illustration assets — match the ad perfectly. A disjointed experience confuses your audience, which hurts conversions as a result. Remember the example from Choice Hotels above? This is how it looked before Powered By Search worked their magic on it:.

Will you get it when you select a hotel or do you need to type in a code? Make the journey from your ad to landing page a succinct one. Here are four key metrics you should measure at all stages of the display ad funnel. These will allow you to improve your targeting, optimize ad creative and increase your conversions.

Whenever an ad appears on a website, that counts as an impression. If your total number of impressions grows, it means your ads are reaching a wider audience. That could be a targeting issue, uncompelling ad messaging, or even a poorly converting landing page.

The biggest advantage to a high number of impressions is brand awareness. The more people who see your ad, the more your brand is reinforced. Where impressions measures the number of times an ad is served, reach shows you how many people actually saw it. In other words, the unique number of views on your display ad. While it can help with top-of-mind awareness, you also risk showing the wrong people your ads more than once.

So make sure you have your targeting optimized to avoid ad fatigue. Simply put, click-through rate is the number of people who click on your ad. This metric helps you measure the effectiveness of your ads. But you should also take into consideration the intent behind why someone clicked. If your click-through rate seems low, then you may want to test new ad creative. Often considered the true-north of display advertising, conversion rate is the number of people who click-through to your landing page and then take a desired action opt-in, download app, make a purchase etc.

Run an audit to see which websites, demographics and audiences are taking action and which websites and placements are performing poorly. See what a change in the headline, call-to-action and even the entire offer have on your conversion rates. Remarketing or retargeting is a method of serving ads to users who have already visited your website. This fairly recent technology is huge, as it allows you to serve relevant ads to users based on the content they viewed on your website.

With remarketing, you can serve ads specific to these interests across the Google Display Network. How does it work? Thanks to the power of javascript and cookies. Here, you can create audiences based on attributes such as the pages they visited:. The key to remarketing is getting the most out of the audience and assets you already have access to.

Look at your analytics and identify your top performing products and pages. Serve your users with that content in order to generate more conversions. Are you ready to start your display ad management journey? Tell us on Twitter , Facebook , and LinkedIn. We would love to hear from you! By signing up, you agree to our Terms of Use and Privacy Policy. Your email address will not be published. Save my name, email, and website in this browser for the next time I comment. No Account? Sign up.

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Programmatic Advertising. What Is Display Advertising? Identify target keywords : This allows you to reach the target demographic based on selected keywords as per your product or service. Formulate the ideal placement : You can choose the website you want your display ads to run on.

For example, a car enthusiast may be researching tires, car stereo systems, etc. Interest-based display ad targeting will place your ad on all relevant webpages. Managing Display Advertising. Ad Tech.