Display Advertising

 What is Display Advertising?

Displaying ads

• Display advertising is defined by banner ads (graphic or text), that appear in specifically designated areas of a website or social media platform (Facebook, Instagram, Twitter etc.). 
• Digital display advertising comes in a variety of different forms, but at its core, it revolves around the same principle.
• Although you can advertise with plain text-based ads and still call it a display campaign, you can get much more out of your campaigns if you use images, videos, HTML5 animations or any other rich media elements that can help you get your message to your targeted audience.
• Banners used as display ads come in different shapes and sizes.
• Your only limitations are the requirements of the network you are running your campaign through. 
• For example, Google Adwords allows a wide range of display ad sizes as you can see from the list below:

Display Advertising Examples

1. Static Image banners (scroll left or right)
2. GIF ads.
3. Animated HTML5 Ads.

What is retargeting in marketing?

• As you probably guessed already, the retargeting campaign does exactly what the name says it does, it retargets your audience. The main goal of a retargeting campaign is to get your customers to re-engage with your product.
• Retargeting advertisements, unlike traditional banner ads, are a type of internet targeting advertising that is shown to those who have already visited your website or are contacts in your database (like a lead or customer).
• Retargeting is also known as behavioral remarketing and it relies on custom segmentation in order to deliver highly relevant ads to your audience. Your retargeting lists are build from your website’s user base, lists that build up in real time and grow with every user that fits your segment criteria.
• You can create segments based on specific user behavior and interactions, for example, users that reach your pricing or checkout page but did not finish the order.

Retargeting

For example:

• Let’s say you have an online store and you want to retarget users that have more than one session and are viewing a specific product or products from the same category. This would be an ideal case for your retargeting campaign, as you can follow them around with specific ads at the right time in an attempt to get them back on your site and buy the product or service that you’re selling.

How to Build a Remarketing List?

• The basis of a remarketing/retargeting list is the same on every digital display advertising platform. Basically, you can choose to include in a remarketing list all the visitors that land on a specific page. Let’s be more specific!

Here’s how you can set up a remarketing list in Google AdWords, step by step:

1. Click the tools and settings icon and go to Audience Manager under the Shared Library Tab.
2. To create a new audience by clicking the blue + sign in the top left corner.
3. From the drop-down menu, select the source you want your list to be built on, your options being:

Website Visitors (Users that have visited your website or any landing page)
App users (Users that downloaded your mobile app)
Youtube Users (Users based on channel or video interactions)
Customer list (The list is based on collected customer data)
Custom combinations (Created from multiple retargeting lists)

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Google dynamic remarketing display ads​
Another feature worth mentioning is dynamic remarketing. A feature that automatically creates display ads that include images, price, and a text of your choice, all based on your users’ behavior.

Dynamic ads are very common for e-commerce sites, giving them the possibility to re-target their audience based on the actual product or service viewed on the website.

Basically, the banner ad layout is based on a template and all other information is added dynamically from a data feed. The data feed is a list of all the products or services which includes all the required attributes for a banner to be created.
D. The importance of a good landing page in online display advertising
First of all, having a dedicated landing page for any advertising campaign is crucial. You could get away with sending all your traffic to your homepage and still get some benefits from your display advertising campaigns. Having a custom landing page with tailored content specifically designed to work for your campaign will greatly increase the performance of your campaigns.

Think of your banner ads as an extension of your landing page. In terms of overall design, your banners and landing page should closely resemble each other, this way you prevent any confusion if someone clicks your banner and lands on your page. Use the same design, graphic elements, colors & fonts for both the banner and landing page designs.

The content on the landing page should be in sync with your messages on your banners.

After you grabbed your visitors’ attention, the landing page should explain the value of the offer in a clear manner.