Displayed in the banner of the website, a display ad is a paid advertising method that could consist of text, logos, images, animations, videos – the range of choice is vast. The adverts intend to persuade users to click on them, to take them to view their particular products/services on their website. Advertisers can choose to display their ads in a multitude of formats that are suited to a wide range, or unique, audiences anywhere in the world.
The difference between this form of 'banner advertising' from other methods, such as PPC, is that they cannot be found in search results – only on particular websites and they are able to feature interactive elements that work more to engage the user.
These types of adverts can also work with other types of advertising campaigns – remarketing, for example. When a user visits your website, whether they just browse a product or even put one in their basket but don't complete the sale, advertisers can us a display ad to retarget that user with an attractive incentive to return to their website.
Ultimately, display ads can have a huge impact on any advertisers promotional campaign – by creating unique, informative, enticing adverts, users will be more inclined to visit or re-visit their website. The ads will not only increase awareness of the brand but they can also help to engage users to their marketing, perhaps working to turn them away from any competing services.
Display Ads on Google AdWords
Google's Display Network is quite simply the largest advertising space on the internet today – with millions upon millions of websites able to display adverts. By using Google's AdWords platform, advertisers can display their ads in varying formats to a wide audience all across the globe, based on what their website offers, the type of audience they want to target or a combination of both.
Google's Display Network already reaches more than 90% of internet users in the English-speaking world. With a constant increase in the influence that Google has, that number will only grow – as will the businesses that will migrate to the internet to do their business. With this increase in competition, current online businesses should make themselves aware of the different methods in which they can promote their business to users. Using powerful display ads is one major step on the path to achieving this goal.