Agency over Google Display
The beauty of Display Ads lies in their power to reach a new, relevant audience and increase your brand awareness… assuming you’re working with a Display Advertising agency that knows what it’s doing, of course.
To master ad displays, you first need to understand what other websites your users visit and what messaging and visuals they’ll find compelling. Use this data to build an effective display ad campaign and you could grow your audience, increase your website traffic and ultimately get more conversions. That’s money. In your pocket.
If you want to find out more about our Display Advertising services, give us a call.
So, what are Display Ads? Display Advertising is a type of online advertising where ads are displayed on other websites that allow ad slots to be placed around their content. These visual advertisements take many forms, including banner, pop-up and interstitial ads, and are typically placed on websites that are relevant to the products or services being advertised. Think of them as billboards for the internet.
With over 60 years of combined PPC experience, our elites know how to create Display Ads that draw the eye and get people clicking. Our Display Advertising services include:
Auditing – We like to know what we’re dealing with. We look at how effectively your Display Ads have worked so far and what we can do to improve on that in line with your business objectives.
Planning – The fun begins. We develop a strategy that will help you reach your goals, offering insights on the best places to host your ad displays to reach your target audience and what format they should be in to drive as many clicks as possible.
Creating – We combine your image assets and creatives with our recommended text assets, feed that to Google, which automatically create responsive ad displays.
Testing – Any Display Advertising agency worth its salt will track the effectiveness of its campaigns to check that its having the intended effect and is reaching the right people. We test and trial – endlessly.
Adjusting – The more data we have, the better we can assess what works and what doesn’t. We always let the numbers dictate what tweaks should be made to a campaign to maximise results. Yep, we’re all about making you that money.
Advertising displays come in many formats, but these are the most popular ones:
Responsive Display Ads are designed to be flexible and adaptable, allowing them to be displayed effectively on a variety of devices and screen sizes. We often find that responsive ad displays outperform static-based ones, as Google prefers the flexibility of adjusting assets to fit any size ad slot possible.
Before choosing which Display Advertising agency to work with, it’s worth asking to see their portfolio.
Forget sleepless nights trying to understand how ad displays work and, instead, leave the grunt work to us. An experienced Display Advertising agency, we’ve unlocked the secrets to success and we’re here to use them on your behalf.
Targeting for display boils down to two main categories:
Google is able to get a scarily accurate idea of who you are based on your previous web activity. Sometimes this data may be freely given (e.g by entering your age and gender into your Google account), but often Google can figure this out based on sites you’ve visited before.
The main targeting methods in the sub-category are:
These are ultimately categorisations of the site that a user is on at the time the ad could show. The main targeting methods in the sub-category are:
Advertising displays allow businesses to reach a large, diverse and – most importantly – relevant audience, as ads can be displayed on a variety of websites and apps that are relevant to the products or services offered in the ad. This can be particularly effective for businesses looking to increase brand awareness or reach new customers.
It seems obvious, but the more people you reach, the more awareness you raise. This can help increase brand recognition and can lead to increased traffic and sales through direct and branded organic channels.
Advertising displays can be targeted to specific audiences based on location, demographics, interests and browsing history. This allows businesses to reach their target audience more effectively than traditional billboards or TV adverts, and increase the likelihood of success.
Unlike Search Ads that appear on search result pages, Display Advertising is hosted on other websites. So, while Search is intent based (people have to actively demonstrate an interest by entering a search query), Display Ads reach a much colder audience that is higher up the funnel.
Think of it like this: Search advertising represents a car salesman in the showroom – the potential customer will have already had to demonstrate intent by walking in. Display Advertising is a person handing out leaflets outside the showroom, trying to tempt people to come in. They are naturally trying to work with a colder audience.
Display also offers more flexibility on bidding. Whereas, Search is primarily a cost-per-click model, Display can work on cost-per-click, but also on a cost per thousand impressions (CPM) model.
The main pitfalls to avoid are combining Search and Display together in one campaign. They are fundamentally different, if you want good results from them, they must be split out. We work primarily on the Google Display Network (GDN) as it offers over 90% of placement reach.
Done right, an Ad Display can be a really effective tool for increasing brand awareness and reaching new potential customers – but you’ll need the right Display Advertising agency by your side.
Importantly though, as Display is more top of the funnel, we should measure success for it differently than Search. Going back to our analogy, you wouldn’t ever expect the leaflet peddler to sell as many cars directly as the car salesman. Instead, you’d assess their performance based on how many people they brought into the store.
Looking at metrics such as reach/frequency, impressions, visitors who returned after viewing the ads and engagement rates, to assess their performance in the wider picture.
Bragging isn’t in our nature but we’ll make an exception. We hire only the best in the business which means our Display Advertising services aren’t just the best in Manchester but the entire North West. If ad displays are done right they can drive a lot of potential leads to your site. Let us do the hard work for you and line your pockets.
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