Online Display Advertising

Display advertising is one of the most popular forms of online marketing. Display advertising is a visual-based means of promoting your brand by using banners, images, and buttons. In order to start, you have to work with a display ad network to reach customers. You tell the display network what demographics you want to target with your ads, and they take it from there. They serve your ads to users who fit your specifications and visit websites that have opted into their display network. We’ll explore the basics of what you need to know to start using display advertising for your company.


Major display advertising networks


We need to cover the major display ad networks that are available to advertisers.

• The Google Display Network is probably the most well-known and popular choice.
• The Facebook Audience Network is Google’s biggest competition as far as display ads are concerned. Facebook offers just as many options for its advertisers, and they even have a suite of tools that you can use to design the perfect display ads.
• The Twitter Audience Platform is another possibility. Just like the previous two options, Twitter’s ad platform is designed to take your ads and promote them throughout the Internet, including mobile apps.

These three networks make up the vast majority of display advertising online. They can display your ads on any website and app that’s opted for their network as a displayer.
For you, that means you have a huge potential to reach hundreds of millions of potential customers by using one (or all) of these networks.
And considering that millions of advertisers use their services, these networks are experts at helping you grow your business.


Considerations for your first campaign.


Before you start your first campaign, make sure you do your homework and follow these simple rules.


1. LOOK AT ALL AVAILABLE DEMOGRAPHIC DATA


• It’s essential that you find out if your audience is available via a display network.
• If you have a super-niche product or service, you may not find an audience that perfectly matches your ideal on each network. And if that’s the case, you can cross some of them off of your list of possibilities.
• You should also check where all of the data comes from for a certain display network. If it’s based on tracking pixels and strategic offline gathering, that data is probably dependable.
• If it’s unsourced, you may want to look elsewhere.


2. USE MULTIPLE MARKETING STRATEGIES


• Display advertising is effective, but not as effective on its own as using multiple marketing channels at one time.
• This means that you should establish or maintain your search engine optimization (SEO), pay-per-click (PPC), and social media strategies while you use display advertising for the best results.
• This will give your brand more “real estate” online and allow you to reach out to millions of customers that you otherwise would’ve missed by only using display advertising.


3. HAVE A SPECIFIC, MEASURABLE GOAL IN MIND


It’s important to set goals whenever you start a marketing strategy, and this is especially true for something like display advertising. Those kinds of goals establish concrete numbers and progressions that you can follow to achieve success. And they’re much more measurable than something like “increase conversions.”

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