Why You Shouldn’t Underestimate Display Advertising

Lauren Lawson

4 years ago



Most of the time, PPC marketing focuses on Search Ads so much that we forget just how incredibly diversified the pay-per-click realm really is.

The Display Network always seems to be just a second thought, which leaves a lot of opportunity on the table for any marketers who are ready to take advantage of it. And it really is a great opportunity, because the cost per clicks and views are so cheap and there’s barely any competition because of the lack of time and interest in display advertisement.

That is why we’re going to dive a little deeper into what display advertisement means for a PPC company and how you can redistribute your budget and give it a chance.

Does Display Advertising Even Ring a Bell?

Let me put it into perspective for you. A PPC platform consists of two networks: Search and Display. The difference is that when you use the Display Network, you’re not targeting prospects searching for your products or services. Instead, this kind of Google Ads management is showcasing text or banner ads on an immense network of sites based on particular audiences’ interests.

Display Advertising Ads

“The Display Network reaches over 90% of global internet users expanding across 2 million sites!” -Google.

Display Ads: A Closer Look

Advertising on the Display Network can be broken down into different ad types and formats that can adapt visuals according to the advertising space.

Text Ads - Display Advertising

Text Ads

The evolution of text ads on the Display Network has made it possible for advertisers to engage better with audiences by showing ads in different formats, such as expanded text ads and responsive ads.

Responsive ads are very flexible and can transform automatically to image ads, which is excellent if your text ad does not adapt to a possible placement.

Other formats that can automatically enhance text ad performance are native and image formats.

Native formats help text ads become chameleons by allowing fonts, color, and design to be adjusted to the publisher’s site. In contrast, image formats at times may supplement your text ads with logos and third-party images.

Image Ads

While most settle for the conventional display ads, increased features have been developed through different ad types to accommodate visual advertising best and deliver better performance from its audiences.

Responsive Display ads

As the Display Network default ad type, these ads allow for more control over customizable assets that best fit any business’s branding.

“50% more conversions at a similar cost per action (CPA) when using both Responsive Display ads and uploaded image ads compared to image ads alone.” -Google

Discovery ads

Discovery Ads- Display Advertising

Reach audiences that are more open to discover and engage with your brand. Take advantage of placement with these ads by topics that customers are interested in, behavior obtained through online interaction, and engagement such as watched videos, visited websites, and search queries.

Video Ads

YouTube is top of mind when addressing this particular display advertising segment, but did you know that ads within video placements are just as powerful. There is great potential for brand awareness and driving customers to a business website because you can reach millions of users on the Display Network.

Video Ads in the Display Network

Ads on Mobile Devices

Imagine how many people in the world now have online power in the palm of their hand. With that said, PPC marketing on mobile websites become more paramount than ever. Display advertising dynamically adjusts to placements on mobile websites, giving you higher chances of increasing your client’s business growth.

Display Ads on Mobile Devices

A PPC Ads Company Should Prioritize Remarketing

I call this one a diamond in the rough. Why? Because it has great potential to acquire an untapped channel of recurring revenue and customers.

Remarketing Ads Statistics

Remarketing on the Display Network should be a core strategy when putting together a plan for display advertising because it has an audience that is already acquainted with your client’s brand and is more likely to finish a purchase or buy a second time around.

Rule of Thumb When It Comes to Banner Creatives

Size matters when it comes to creating banners for your display ads. Your choice in banner dimensions will make or break performance if you are not careful. Take a look at the most beneficial sizes to use when creating a set of image ads.

According to match2one.com, the most popular dimensions are:

  • 300×250 Medium Rectangle 40%
  • 728×90 Leaderboard 25%
  • 320×50 Mobile Leaderboard 12%
  • 160×600 Wide Skyscraper; 12%

Display Ads - Image Sizes

Other rules to consider when creating these types of Google business ads is ensuring that file sizes do not exceed 150 KB and saved as JPEG, SWF, PNG, or GIF formats.

It’s All About Settings

Advertising on the Display Network isn’t just about optimizing ad placements and content. Results you achieve overall all boil down to how well you control who your audience is. Managed placements allow you to micromanage and take the reins on directing what websites your display ads are shown on.

Here are some tips for making the most out of ad placements:

  • Use a universal ad placement exclusion list to avoid having kid games, gambling, scam, and other undesired websites waste your budget at the blink of an eye.
  • If you have no clue what websites to hone in on to place your display ads, gain further insight using referral site data in Google Analytics.
  • Make sure you have a tight ad schedule to start with. Display ads are notorious for spending budget quickly.
  • Frequency capping set an initial cap per user to 5-7 impressions per day.

Explore Your Options with Display

Was this an eye-opener or what? Now that you’ve got the basics down for display advertising, it’s time to start exploring your options and get acquainted with Google Display Network (GDN) and Microsoft Audience Network (MSAN).

PPC marketing is not all about the search network, but many prospects will find it more attractive if you offer a more robust suite of paid advertising for their business. They’ll also feel more comfortable increasing their marketing budget to accommodate for a more experienced PPC agency.

We’d love to walk you through your options and set up the perfect strategy suitable for your goals as an agency.