What is Display Advertising?

Understanding Display Advertising

Display advertising consists of banner ads—both graphic and text-based—that appear in designated areas on websites and social media platforms such as Facebook, Instagram, and Twitter. This form of advertising is a core part of digital marketing, offering a variety of formats to engage audiences effectively.

While plain text-based ads are an option, incorporating images, videos, HTML5 animations, and other rich media elements can significantly enhance the impact of your campaign. Display banners come in various shapes and sizes, constrained only by the requirements of the advertising network. For instance, Google Ads supports multiple display ad formats:

Types of Display Advertising

Static Image Banners – Standard non-moving banner ads.
GIF Ads – Animated ads created using GIF format.
Animated HTML5 Ads – Interactive ads using HTML5 animations.

What is Retargeting in Marketing?

The Concept of Retargeting

Retargeting campaigns, also known as behavioral remarketing, aim to re-engage users who have previously interacted with your website. Unlike traditional banner ads, retargeting ads specifically target individuals who have visited your site or are already in your customer database.

Retargeting relies on custom segmentation, ensuring highly relevant ads reach the right audience. These segments are built in real-time based on user interactions, such as visiting pricing or checkout pages without completing a purchase.

How Retargeting Works

For instance, if you run an e-commerce store, you can retarget users who have had multiple sessions and viewed specific products. By displaying tailored ads at optimal moments, you can encourage these users to return and complete a purchase.

How to Build a Remarketing List

Regardless of the digital advertising platform, the process of creating a remarketing list is similar. The foundation of remarketing involves identifying website visitors based on their browsing behavior. Here’s how to create a remarketing list in Google Ads:

Steps to Create a Remarketing List in Google Ads

Click on the Tools and Settings icon and navigate to Audience Manager under the Shared Library tab.
Click the blue + sign to create a new audience.
Select a source for your remarketing list, choosing from:
- Website Visitors – Users who visited your site or landing page.
- App Users – Individuals who downloaded your mobile app.
- YouTube Users – People who interacted with your YouTube videos.
- Customer List – Based on collected customer data.
- Custom Combinations – Built from multiple retargeting lists.

Google Dynamic Remarketing Display Ads

Dynamic remarketing in Google Ads enhances standard remarketing by automatically generating ads that feature product images, prices, and text based on user behavior. This feature is particularly beneficial for e-commerce businesses, as it allows them to display ads based on the specific products users viewed on their site.

The layout of these ads is based on templates, with content dynamically sourced from a data feed. The data feed includes a comprehensive list of products or services, ensuring each ad contains the necessary attributes for effective engagement.

The Importance of a Good Landing Page in Online Display Advertising

Why Landing Pages Matter

A dedicated landing page is essential for any successful display advertising campaign. While sending traffic to your homepage may yield some results, a customized landing page tailored to your ad campaign can significantly improve performance.

Your banner ads should serve as an extension of your landing page, maintaining a cohesive design, color scheme, and messaging. This consistency prevents confusion when users click on your ad and arrive on your website.

Creating a High-Converting Landing Page

Ensure your banner ads and landing page designs match (fonts, colors, and graphic elements).
Align the content on your landing page with the messages in your ads.
Clearly explain the value proposition of your offer once visitors arrive.

Conclusion

Display advertising plays a critical role in digital marketing, allowing businesses to reach their target audience through visually engaging and interactive ads. By leveraging techniques such as retargeting and dynamic remarketing, advertisers can significantly enhance campaign effectiveness. Moreover, well-structured landing pages ensure a seamless user experience, leading to higher conversions.

Description

Master the fundamentals of display advertising, retargeting, and dynamic remarketing with this in-depth guide to boost conversions effectively.

What is Display Advertising?