You have heard of Display ads, but you’re not convinced it’s worth it? It is true that the return on investment is often lower and more difficult to calculate on the Display network than on the search network. However, this is a highly recommended strategy in your marketing planning, especially with your remarketing audiences. Why? Here are 5 good reasons to use Display ads.
1. GENERATE WEBSITE VISITS AT A COST RELATIVELY LOW
The Display campaigns allow you to get a much lower cost per click than Google (Search Ads) paid search campaigns, therefore to get cheaper visitors for your products / services. We usually get away with a cost per click of less than 1-2 $ and a cost per thousand impressions of around 10 $ depending on the industry, placement and several other factors considered by Google’s algorithm.
2. SAVE TIME AND MONEY ON BANNER DESIGN (USING RESPONSIVE ADS)
It is common for a company to have limited internal resources to create visuals. This is often what refrain the implementation of a Display campaign. But with the responsive ads, now available directly in the platform, you only need to import:
- images of measuring 1200 pixels by 1200 pixels and 1200 pixels by 628 pixels
- your logo
- text variations
Thus, you get over 90 banner formats that will be automatically adapted (size, format, look) to the advertising space available on the targeted websites. It is therefore much easier to obtain creatives without having knowledge of graphic design and at low cost!
3. REACH AN AUDIENCE THAT MAY BE INTERESTED IN THE PRODUCT
Display campaigns allow you to target in several ways. An interesting feature that has improved significantly in recent years is in-market targeting. Indeed, it allows you to target users who are likely to be interested in the product or service you offer, because they would be in the process of shopping for it. For example, if you sell granite countertops, you might target people who are currently looking for information in the home improvement or interior design industry. Generally, this type of audience obtains very interesting performances.
4. RE-TARGET USERS WHO VISITED YOUR WEBSITE WITH A SPECIFIC OFFER OR A DIFFERENT MESSAGE (REMARKETING)
Using a tracking code that will be installed on your company’s website beforehand, you will be able to retarget people who have visited your website to show them a specific advertisement depending on their behavior on the website. For example, for a ecommerce, you can directly display in the ad the product viewed or added to the cart by the user, but which has not been purchased! You could, for example, offer them free shipping or a 15% discount to encourage them to buy.
5. ENSURE FREQUENCY AND BRAND AWARENESS FROM PEOPLE IN THE DECISION-MAKING PROCESS
It is important to ensure a recurring presence (without becoming too intrusive) so that the consumer considers your offer from the moment he becomes aware of his need until the moment he is ready to take action. We are talking about advertising frequency. Display campaigns allow you to appear on multiple websites to a single user so that your message is constantly present. It is easy to forget a brand with which we have had little contact. If you see advertisements of the same brand over and over again, it reinforces the message, then the chances that a user will buy your product over the competitor increases.
You are investing large sums of money to achieve a successful digital marketing strategy, so it would be a shame not to reap the benefits from Display ads, even if only a smaller portion of the total budget is invested in them. A simple Display remarketing campaign can complement your strategy and significantly improve your ROI!
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