BENEFITS OF TARGETED DISPLAY ADS

What are display ads? Targeted display ads are advertisements specifically tailored to reach a particular audience based on their behaviors, interests, demographics, or other criteria. These ads are displayed on websites, social media platforms, and/or apps.

Not Search Ads: Display ads are not displayed on the search results page. Display ads appear while users are browsing content … while reading an article, checking football scores, reviewing the weather, etc.

Do Search Ads have a better CTR? Yes, search ads (ad within Search results) will generate a higher CTR than display ads. If that’s the case, then why do so many companies spend more on display ads than Search Ads?

Companies spend more on display ads than Search Ads:  First, cost is one major reason marketers spend more on display ads than search ads … as the cost per click (CPC) with search ads is significantly higher than CPC with display ads.  Along with lower cost, display ads offer so many more benefits than search ads.  The multitude of benefits with displays ads transcends CTR … which is why each year marketers spend BILLIONS more on non-Search display advertising than search advertising. Below are some of the primary benefits of display ads (non-Search ads) … that will greatly benefit your business.

10 BENEFITS OF DISPLAY ADVERTISING (Non-Search Ads)

Benefit #1 = Brand Awareness: Pure & simple … to get new customers – customers must know that you exist. In fact, multiple studies show that consumers must encounter a brand 10 times before taking the initiative to interact with the brand.

Benefit #2 = Compels Search: Studies show that over 25% of consumer will search for a business AFTER seeing their display ad.

Benefit #3 = Reach: Display advertising offers exponentially more reach … while search advertising is only reaching a fraction of your potential customers. And reach is paramount since the more potential customers that see your logo, brand, offer … the better … as every exposure is an opportunity to embed your logo, brand, offer in the viewers mindset.

Benefit #4 = Improve Search CTR: Display ads can help a marketer in the highly competitive search arena … as research clearly shows that a potential customer is more likely to click a search ad … IF the logo, brand, offer was seen somewhere else … i.e. display ad.

Benefit #5 = Be First: Don’t wait for your potential customers to find your company via search … as your competitors may take your potential customers while passively waiting. One big benefit of a display ad campaign is beating competitors to the punch … showing your brand/offer to potential customers BEFORE they start searching.

Benefit #6 = Interrupter: If a potential customer is contemplating on buying from X competitor – then a display ad can interrupt that decision making process.

Benefit #7 = Visual Power: Search ads are text based while display campaigns are visual … thus display advertising gives marketers the opportunity to build/enhance a brand with visual positioning. Visual ads can embed an image … a feeling in viewers mind … an embedded image that can boost search and other advertising campaigns.

Benefit #8 = Unlimited Creative: A display ad campaign gives the marketer unlimited capacity for testing different images, texts, and permutations … knowledge that be used to enhanced results with all other campaigns.

Benefit #9 = Every Imaginable Audience: No matter how unique your audience – very likely the audience can be found on the digital database. Literally billions of online identifiers are linked to known individuals, households, and businesses via primary identifiers (hashed email addresses (HEMs), Mobile Ad-ID (MAID), and IP addresses). With these identifiers you have access to every imaginable audience.

Benefit #10 = Granular Targeting: Granularity means going deeper. Every target has sub-targets. Example, not all golfers are alike, thus instead of serving display ads to all golfers, it may best to focus display ads on a specific segment of golfers … segments within age, income, net worth, geography, other qualifiers … all of which is possible with display advertising.