Display advertising is no doubt one of the most popular ways to grow your business both online and offline. It has proven to be a very effective strategy for business growth in the last 20 years.
Most of the big businesses today are big or should I say have the status they have today because of display advertising. It may interest you to know that companies like Amazon, eBay, Facebook, even Google, Yahoo and so many other companies became big because of digital advertising.
Because consistency is important, most of these companies continue to run and maintain their advertising campaigns to date.
Growing your business with display ads simply translate to high levels of visibility which expose your business to hundreds of thousands or even millions of potential customers.
The more exposure you are able to get, the more chances your business stands to grow in sales and revenue. This simply means two things, higher ROI and Profit.
In this post, we share the best tactics to grow your business using display advertising.
So let’s first start by explaining what it is…
What Is Display Advertising?
Display advertising is a digital form of advertising which appears on webpages, mobiles apps, mobile devices in the form of Banner Ads, Text Ads, Video Ads, Flash Ads, Images and Audio.
Typically, these ads are shown on social media sites, search engines results, In-App and all kind of mobile devices.
These ads have a great positive impact on businesses and I will explain in details monetary.
How Does Display Advertising work?
To explain this vividly will require some technical jargons that might get you confused but here is the best and easiest way you can understand how to display advertisement work.
So the main purpose of display ads is to attract a lot of potential customers to your business. This way the advertiser will be able to get some visibility, get more leads, increase sales, revenue and profit.
But before this is achieved, the advertiser usually has to design their ad campaign which involves creating banners, writing the Ad Text, designing images, or creating videos which will be used for advertisement.
After all that is done, the advertiser will decide which platform to run the ad campaigns.
Now, There are Ad Networks and Ad servers that are responsible for showing or sharing those ads so it reaches the right people (Targeted audience).
The process of getting these ad campaigns up and running entails how this works.
The advertiser visits the ad network, create campaigns and choose their target audience using several targeting options such as Keywords, industry, demographics, level of education, income levels, ethnicity, location and time etc.
Those Ad networks are now given the responsibility to share those ads to reach the advertiser’s targeted audience which brings business to the advertiser.
This is done using many pricing models but the most popular ones are the CPM and PPC and sometimes CPC is also used.
To clarify those acronyms
CPM = Cost per thousand Mille (Cost of 1000 impressions or views)
PPC = Pay Per Click (The advertisers pay for click he or she receives)
CPC = Cost per Click (The actual cost of each click the advertiser receives)
I guess by now you pretty much have an idea of Display advertising and how it works.
Now let’s explain in simple ways how you can use to grow your online business.
Growing your business with display Ads
First of all, you need to have a specific campaign you want to run and on which platform you want to run those campaigns. Once you figure out this, here is what you need to increase your online reach and grow your business using display ad campaigns.
Target only the right audience
Targeting the right audience will have a significant impact on your businesses growth, cost of advertising, Search engine optimisation performance and in the long run your business profitability.
You should please take some time and do thorough audience research before deciding on who to target.
The benefit of targeting the right people saves unnecessary spending and overall cost of advertising, increase your ad score quality, higher engagement and also boost your search engine rankings over time.
For the sake of good advertising ROI, Please do a vivid audience research before running your display ad campaigns.
Use Re-Targeting to bring your audience back
There are a lot of people that interact with your ads, visit your landing pages through your PPC and CPM but end up living before taking that last action.
Chances are that some are genuinely interested in your business but due to price or the time they were not able to take the necessary actions that lead to purchase.
You have a chance to continuously show them your ads to get them back to your landing page to take those action.
Doing those require creating more attractive banner ads, Text Ads with either a promo price tag or cheaper rates so they will be motivated.
Getting those people to come back to your site or landing page will positively impact on your ad insights.
Optimize your Ad campaign for high-quality score
If there is anything important you need to do after your display ad campaigns are live is to monitor and optimise them daily.
Every day you need to review your Ad campaigns and see the areas you are performing well and the areas you are not performing very well.
It might be that a certain age bracket is engaging very well with your ads than other age brackets. It might be that certain locations are doing better while some are not.
Split testing helps you determine all these before starting a formal Ad campaign.
This should give you much insight on where to concentrate by allocating your ad budget better, concentrating on the audience that interacts with your ads better and modify your ads to focus on what works well only.
Well optimised ad campaigns will result in less ad cost, more engagements, more visibility and chances of increasing your sales and profit. Ad optimization helps a lot in growing your business cheaper and faster.
Get your landing pages optimised
One thing you must know is that your landing page is very important when it comes to growing your business using display advertising.
You want people to stay on your landing pages and take action. These actions include signing up, opting in emails, making purchases and subscribing to your various channels.
Getting these results require well-optimised landing pages that load fast, looks attractive and not chocked with unnecessary text, a clear path to call-to-action buttons.
There should be no confusion between what your Ads are saying and what is on your landing pages. Constituency matters here and you need to take note of it.
Your pages should be optimised for both desktop and mobile devices. Speed and display matters here a lot.
There are many ways you can grow your business using display advertising. However, as a small business, you need to focus on things that matter the most to avoid spending your ad budget unnecessarily.
For every dollar you spend on an ad must be precisely evaluated before it spent. This way, you will compete fairly with the big players and your competitors in your given niche and market location.
Those few but very important tips given above should go along way in helping you grow your business using display advertising.
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