$32.17 BILLION IN 2016 WAS SPENT ON DISPLAY ADVERTISING
And is expected to replace Paid Search as the largest share of digital ad budget in the coming years, you may ask yourself, why is this happening? Well there are a couple of reasons, which we will not get into in-depth, but the fact of the matter is that it is happening.
Now if you think about it you may ask yourself if everyone else is on Display, would it be the right move for me to also take part in this form of advertising? Is my business right for display?
1. IT HAS MORE AFFORDABLE CPC’S THAN PAID SEARCH
For business owners with a smaller budget to work with, competing for a limited number of keywords on Paid Search and paying the high cost-per-click that are associated with some industries maybe not be the most viable or feasible strategy.
What can be done in regards to this? A more cost-efficient option that will help establish online presence and visibility could be to advertising on the Google Display Network (GDN), especially for the companies that are in industries with high average CPCs – take a look at this article to see how our industry stacks up as well as CPC difference between Paid Search and Display.
2. AIDS TO INCREASE YOUR BRAND’S AWARENESS
When you advertise on Google’s Display Network, your ads have the potential to appear on over 2 million websites and in over 650K apps, the beauty of Display advertising is that it exposes you to potential customers before they are even looking for the product or services that your business offers.
What advantage does this have for your business? It allows your business to stay top-of-mind, increases brand awareness, increases online presence, and it also helps your Paid Search yield better results.
3. OPPORTUNITY TO REACH YOUR LOWEST HANGING FRUIT THROUGH REMARKETING
A situation could be in which your potential customers land on your website, or landing page but have yet to convert. Remarketing is where it gets really good for business owners like you.
You can also make use of the GDN to serve remarketing ads to those people that didn’t convert, this can be done over time. These ads will serve to encourage the people that have previously visited your site or landing pages to return and take the next steps (whatever your conversion is, whether that is an email submission or a purchase) as soon as they are ready to do so.
4. CATCH ATTENTION VISUALLY
There are over 20 different ad sizes to choose from, you can make use of a variety of images to prominently feature our products and services on Google’s Display Network.
When you use images, people are able to better connect with you products or services.