Display ads are paid ads that appear in front of users on web pages. They usually appear in the form of graphics. Display ads are different from Search Engine Marketing/Pay Per Click/ Paid Search ads, which appear on search engine results pages. Instead, display ads appear as a person surfs web pages.
Display ads are sometimes referred to as banner ads but they don’t always look like banners. They can come in the form of a square or rectangle graphic and appear anywhere along the top, middle or side of a web page. Display ads are an ideal way for businesses to advertise their brand on third party websites, ranging from news sites to online stores, email accounts and more.
How Display Advertising Works
There are a wide range of different display advertising networks who you can engage. They will take the ad you and place it on participating websites in their network. The two biggest providers are the Facebook Audience Network and Google Display Network, with the latter being the most popular.
As you might expect, these providers are popular due to their size and ability to get display ads on popular sites like Gmail and YouTube. But this doesn’t necessarily make their services the best available. This is because targeting through these networks is much less precise.
Why Use Display Ads?
Display ads have multiple benefits:
- Visually appealing – With display ads, you can be as creative as possible with bright colors, large text or even video, making them eye-catching and memorable.
- Builds brand awareness – Since display ads are branded and styled (often with a CTA included), audiences can familiarise themselves with your brand simply by seeing the display ad with no click necessary.
- Allows for retargeting – This allows you to place targeted display ads in prospects that have previously visited your website as they browse elsewhere online, enticing them to visit your site again or keep you in mind.
- Track and monitor engagement – Display ads come with insights about how many people saw your ads, clicked them and converted. For example, the Google Display Network has what they call a view-through window. This monitors anyone who saw your display ad in a certain time frame and whether or not they converted into a lead or customer.
Plezzel Can Help You With Display Ads
At Plezzel, we’re digital marketing experts specialising in real estate. Are you interested in engaging or nurturing potential leads using display ads? We can help. We’ll determine the appropriate strategy and the best display ad networks to help you achieve your marketing goals.
To find out more, please get in touch with the Plezzel team.