How Display Ads Show Up Online

How Display Ads Show Up Online

May 21, 2021

Display advertising is a powerful tool for businesses looking to increase their online presence, drive traffic, and boost sales. These ads, which appear on various websites, apps, and social media platforms, can reach a broad audience and provide valuable brand exposure. In this comprehensive guide, we will explore how display ads show up online, the different types of display ads, and best practices for creating effective campaigns.

1. Understanding Display Ads

a. What are Display Ads?

Display ads are a form of online advertising that use visual elements such as images, videos, and graphics to promote products or services. They appear on websites, social media platforms, and apps in various formats, including banners, sidebar ads, and interstitials (https://www.wordstream.com/display-advertising).

b. How Display Ads Work

Display ads are typically served through ad networks, which connect advertisers with publishers (websites and apps) that host the ads. The most common ad network is Google Display Network (GDN), but there are many others, including Facebook Audience Network and Amazon Advertising (https://www.hubspot.com/display-advertising).

2. Types of Display Ads

a. Banner Ads

Banner ads are the most common type of display ads. They appear at the top or bottom of web pages and can be static or animated. These ads are effective for brand awareness and driving traffic to your website (https://www.wordstream.com/blog/ws/2015/01/07/banner-advertising).

b. Sidebar Ads

Sidebar ads appear in the side margins of web pages. They are usually rectangular and can be static images, animated GIFs, or videos. Sidebar ads are often used for promoting related products or services alongside relevant content (https://www.neilpatel.com/blog/sidebar-ads/).

c. Interstitial Ads

Interstitial ads are full-screen ads that appear between content pages on a website or app. They are highly visible and can be effective for capturing user attention, but they must be used carefully to avoid disrupting the user experience (https://www.wordstream.com/blog/ws/2017/09/27/interstitial-ads).

d. Video Ads

Video ads are short video clips that appear before, during, or after video content on websites and social media platforms. They are highly engaging and can be effective for storytelling and conveying complex messages (https://www.hubspot.com/video-advertising).

e. Native Ads

Native ads blend seamlessly with the content of the website or app, making them less intrusive. They are designed to match the look and feel of the surrounding content, providing a more natural user experience (https://neilpatel.com/blog/native-ads/).

3. How Display Ads are Targeted

a. Contextual Targeting

Contextual targeting involves displaying ads on websites and pages that are relevant to the ad content. For example, an ad for running shoes might appear on a fitness blog. This type of targeting ensures that the ad reaches users who are already interested in related topics (https://www.wordstream.com/blog/ws/2016/07/07/contextual-advertising).

b. Behavioral Targeting

Behavioral targeting uses data on users’ past behavior, such as browsing history and purchase activity, to display relevant ads. This method helps reach users who have shown interest in similar products or services, increasing the likelihood of engagement (https://www.hubspot.com/behavioral-advertising).

c. Demographic Targeting

Demographic targeting involves displaying ads based on user demographics such as age, gender, location, and income level. This type of targeting helps ensure that ads reach the most relevant audience for your product or service (https://www.neilpatel.com/blog/demographic-targeting/).

d. Retargeting

Retargeting, or remarketing, involves displaying ads to users who have previously visited your website or interacted with your brand. This strategy helps keep your brand top of mind and encourages users to return and complete desired actions (https://www.wordstream.com/remarketing).

e. Placement Targeting

Placement targeting allows advertisers to choose specific websites or apps where their ads will appear. This gives greater control over where the ads are shown and can help reach a highly relevant audience (https://www.hubspot.com/placement-targeting).

4. Best Practices for Creating Effective Display Ads

a. High-Quality Visuals

Use high-quality images and graphics that capture attention and convey your message clearly. Avoid clutter and ensure that your visuals are relevant to your product or service (https://www.neilpatel.com/blog/display-advertising/).

b. Compelling Copy

Write concise and compelling copy that highlights the key benefits of your product or service. Use strong calls-to-action (CTAs) to encourage users to click on your ad and take the desired action (https://www.wordstream.com/blog/ws/2018/05/17/display-ad-copy).

c. Consistent Branding

Maintain consistent branding across all your display ads. Use your brand colors, logo, and fonts to ensure that your ads are easily recognizable and reinforce your brand identity (https://www.hubspot.com/branding).

d. Mobile Optimization

Ensure that your display ads are optimized for mobile devices. Many users access websites and apps through their mobile devices, so it’s crucial that your ads look great and function well on smaller screens (https://www.wordstream.com/blog/ws/2017/09/20/mobile-display-ads).

e. A/B Testing

Conduct A/B tests to compare different versions of your display ads. Test various elements such as visuals, copy, and CTAs to identify what works best. Use the insights gained from testing to optimize your ads for better performance (https://www.neilpatel.com/blog/ab-testing-display-ads/).

5. Measuring the Success of Display Ads

a. Key Metrics

Track key metrics to measure the success of your display ads:

  • Impressions: The number of times your ad is displayed.
  • Clicks: The number of times users click on your ad.
  • Click-Through Rate (CTR): The percentage of impressions that result in clicks. Calculated as (Clicks / Impressions) x 100.
  • Conversions: The number of desired actions (e.g., purchases, sign-ups) completed by users who clicked on your ad.
  • Conversion Rate: The percentage of clicks that result in conversions. Calculated as (Conversions / Clicks) x 100.
  • Return on Ad Spend (ROAS): The revenue generated for every dollar spent on advertising. Calculated as (Revenue / Ad Spend) (https://www.hubspot.com/display-ad-metrics).
b. Analytics Tools

Use analytics tools to track and analyze your display ad performance:

  • Google Analytics: Track impressions, clicks, and conversions, and gain insights into user behavior.
  • Facebook Ads Manager: Monitor the performance of your Facebook display ads, including reach, engagement, and conversions.
  • Google Ads: Analyze the performance of your Google Display Network campaigns, including detailed metrics and reporting (https://www.neilpatel.com/blog/google-analytics/).
c. Adjust and Optimize

Regularly review your ad performance and make data-driven adjustments to optimize your campaigns. Experiment with different targeting options, ad formats, and creatives to improve your results over time (https://www.wordstream.com/blog/ws/2018/03/26/display-ad-optimization).

Conclusion

Display ads are a versatile and effective way to reach your target audience, increase brand visibility, and drive conversions. By understanding the different types of display ads, utilizing various targeting methods, following best practices for ad creation, and measuring your success with key metrics, you can optimize your display advertising efforts and achieve your business goals.


For further assistance on creating and optimizing your display ads, consider partnering with Eastmoor Digital. Schedule a discovery call today at Eastmoor Digital Discovery Call or call us at 302-514-7003. Let our experts help you leverage display advertising to grow your business and achieve your marketing objectives.