May 29, 2018 ByCheryl Dykstra
Have you ever been on a website and seen those banner ads
along the top or sides of the website for services or products?
What you are seeing are called display advertisements.
Display advertising is a blanket term for a few different
types of visual advertisements on a website. This broad category can be broken
down into a few main types:
placement advertising: This is when a marketer/advertiser chooses
the site they would like to advertise on.
advertising: This is when you advertise your product or service
on a website with similar content – such as promoting cooking utensils on
a recipe website.
advertising: These ads appear when a user has already been to
would appear on another website they visit. Ideally this causes the user
to return to your website. This would be done through a marketing network
like Google Display Network.
These display ads come in multiple sizes. Google lists the
top performing ad sizes as 300×350 (medium rectangle), 336×280 (large
rectangle), 728×90 (leaderboard), 300×600 (half page), and 320×100 (large
Display Ad Creation
These ads can be extremely beneficial in getting the word
out about your business or reminding people to come back. However, it takes a
bit of work to create ads that are unique enough to stand out and that clearly
represent your goal.
Keep it Relevant
Your ads need to attract your audience while accurately
depicting your main objective. You want to be eye-catching, but not annoying.
You also want your ads to correspond with whatever your
landing page is. For instance, if the user clicks on a banner ad for a raincoat
sale, it should link to the raincoat section on your ecommerce site, not just
Throughout the history of display ads, they have been
created for desktop first and mobile second. However, according
to recent eMarketer research 70.5% of all display ads in the US are
mobile. Meaning, depending on
the audience you are trying to target, it may be important to flip that
mentality – designing for mobile viewing first.
Google Marketing 3 Cs
Google recommends using the “3 Cs” when it comes to creating display ads:
You want your
ads to stand out, get your message across and have a clear
call-to-action. Use high-resolution images. Display ads are very compact, so
your pitch and CTA need to be brief.
How to Start with
If you’re looking to get in front of a specific audience,
you can certainly directly approach a website or publisher on your own to see
if they have site placement advertising options. For instance, if you’re an
event planner, you could approach your local chamber of commerce about
advertising on their site.
One the other hand, depending on your marketing goals, a third-party
service may work better for you.
This is the display ad division of Google
AdWords. Google Display Network offers over 2 million websites that your ad
can appear on. It also promotes ads across other platforms like apps and
They use contextual and remarketing advertising to target
Their guidelines can be somewhat strict to adhere to, but
this is one of the largest audiences you will be able to reach.
With over 1 billion users worldwide, Facebook offers a huge
audience for digital marketing. Their ads not only appear on Facebook, but
other high traffic apps and sites.
If you are already using Facebook advertising for your
business page, transitioning to using the Audience Network is fairly simple.
Media.net allows you to display ads on the Yahoo! Bing
Network, which may not be as large as Google’s but they claim that they reach 46 million unique
searchers who aren’t using Google.
If you’re looking for ways to expand your reach and get new
leads, display ads are a great tool to add to your marketing toolbox.
Give us a call at (407) 682-2222 for a free strategy session
with one of our expert digital marketers if you’d like to learn more about how
display ads and pay-per-click (PPC) advertising can work for your business.