How digital display advertising works
A display advertising campaign consists of using visual elements, such as web banners, to promote your business in display advertising networks. These networks are comprised of a multitude of websites on different subjects and with different audiences that lend advertising space to the interested parties. Of those networks, Google display advertising is one of the most important ones. The Google Display Advertising Network, or GDN, offers a platform to do very engaging advertising, including video advertising.
By creating a digital display advertising campaign with the support of our team at Sacramento Design Network you will be able to promote your business through a memorable visual experience. You can attract users with creative banner ads, inviting Facebook ads, LinkedIn video or other great video campaigns.
The most common way to calculate display advertising rates is to pay for million impressions (CPM – cost per million impressions). This means that you will pay a certain amount for each million views of your ad. In Google display advertising, the price is calculated automatically by the Google AdWords platform, which estimates quite accurately the investment you will need to make for the desired keywords and placements.
You have two means of targeting your banner advertising campaign or your video campaign:
- according to placements – a method by which you manually choose the websites on which you want your banners or videos to appear
- according to keywords and automatic placements – a tactic by which you manually choose certain keywords you want to target your ads for and specific categories of websites on which you want your ads to be displayed on; the platform then matches the two criteria and serves the ad in the right context.
Display advertising rates vary from network to network, according to each method they have to optimize costs and according to the specific agreements established with the owners of each website that’s part of the network. By using a team of professionals to handle this for you, you will be able to get more impressions for lower costs, thus making the most of your online advertising budget.
The benefits of display advertising
Through the creative use of copywriting, graphic design, animation and videography, you can take full advantage of what this internet marketing tactic has to offer. Among the many benefits of digital display advertising we would emphasize:
- the ability to attract potential customer’s attention
- the possibility to precisely target the campaign to reach the desired audience
- the fact that it is more cost effective than print advertising
- the fact that every element is traceable and measurable
- the possibility to adjust the graphic design elements and copy during the campaign according to feedback received from the users
- the opportunity to insert your ads in contexts that favor a better understanding of your products and services.
Display advertising on the web is a powerful tool and is mainly used for branding purposes, but it can also be used for lead generation. Although video advertising is beginning to gain popularity, banner advertising still holds the biggest share of this market. That is why banner web design plays such an important part in this area.
For example, in Google display advertising, the better quality your ads have, the lower display advertising rates you will pay. In order for your ad to be perceived as having a high Quality Score, it has to:
- respect the guidelines of the GDN
- be creative, but transparent
- foster engagement by reactions
- direct users to a well designed, well written landing page
- be informative or entertaining or rewarding in some way for the user, according to you campaign’s objectives.
These are a couple of reasons why professional banner web design is so important. Our team of web designers is ready to take on any challenge and deliver compelling and impressive banner ads that really make an impact and deliver results.
You can use display advertising to build visibility for your website, to boost sales for a certain service or product and to promote your brand in environments other than the channels you own. It is important to know that display advertising can boost conversion rates, it can encourage registration (even in the banner) to your database and can increase brand recall when combined with other forms of marketing. Remember that we can do this not only on the Google Display Network, but also on Facebook, Youtube, LinkedIn, Google+ and other social networks and other platforms which offer banner advertising space.