It's no secret that the Internet has fundamentally transformed how we market, sell and buy products and services. It has also given rise to new types of marketing channels, such as display advertising, that have created opportunities never seen before on such a large scale. But with so many options to choose from, how do you know where to start? This beginner's guide to display advertising will show you how to set yourself up for success in this exciting new arena.
1) Why You Should Use Display Advertising
Online marketing is all about reaching potential customers at every stage of their buying journey. Display advertising, or banner ads, have a history of success in e-commerce and are becoming increasingly popular for lead generation campaigns. If you're looking for an effective way to promote your business and drive sales, it's time to start using display advertising! Here are five reasons why
2) What Are Banner Ads?
Banner ads are one of two types of online display advertising. Display ads are part of a group known as native advertising and paid media that fits seamlessly into a publisher's content. What differentiates display ads from most other forms of native advertising is that there isn't much difference between what advertisers want you to see and what you're already seeing—with both text and images taking on a more conversational tone in an attempt to seem less sales-y than many traditional ad formats.
3) Top Banner Ad Formats
In 2014, display advertising (banner ads) accounted for 58.1% of all digital advertising in Q3. For those new to display advertising, it is worth noting that you can use several different formats depending on your goal and budget. Top banner ad sizes include: 320x100, 300x250, 728x90 and 160x600.
4) Where to Place Banner Ads
Billboards and print ads are rarely effective for e-commerce websites. Instead, you'll want to focus on online banner ads—but not just any banner ad will do. Explicitly targeting your audience through search engine marketing (SEM) is vital for display advertising; without it, you're throwing money away. SEM allows you to advertise specifically on relevant websites and drive traffic back to your website. This way, you can be sure your ads are seen by people who would be interested in buying from you. For example, if you sell vintage cameras, placing an advertisement on a photography site might be more effective than placing an ad in a newspaper or magazine. The key is to know what sites your target market visits and then place an ad there. If you aren't sure where to start, ask yourself: Where would I go if I were looking for my product? The chances are good that's where other people looking for products like yours go too!
5) Tips on Creating Great Copy
To succeed in marketing and advertising, copywriting is key. Here are a few tips on creating excellent copy for your ads:
1 Know your audience. Write an ad that speaks directly to them.
2 Use keywords but don't overdo it or use gimmicky ones that you can buy cheaply.
3 Work on brevity. Long-winded descriptions won't get read.
4 Have fun! Your passion will shine through in your writing.
5 Don't forget about call-to-action (CTA). Include one at least once per ad, and make sure it's clear what action you want people to take when they see your ad (e.g., click here).
6 Keep things simple. The more complicated you make things, the less likely people will engage with your ad
7 Be consistent.
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6) Advanced Principles for Effectively Using Banner Ads
Running a successful online business is ultimately about marketing and advertising. One of your primary marketing weapons will be your website's banner ads. If you can master display advertising, you'll be able to reach tons of potential clients at a meager cost. But knowing how to use banner ads properly isn't quite as simple as sticking one on your site and hoping for immediate results.
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