Display advertising in the social media market can be very lucrative with the right positioning. The key is to understand the types of display advertising and how to match it strategically to your service or product. Having this knowledge will help if you are looking to DIY or hire a marketing professional.
Search Results Display Advertising
Most likely you’re wondering how to get your ad displayed when people are performing internet searches on products or services similar to yours. One of the ways to do this is become savvy about using Google AdWords. This is a paid Google advertising tool. When someone clicks on your ad, you pay Google. The term used is pay-per-click (PPC).
The complication arises with SEO practices and creating marketable key words on your website’s landing pages. The great news is that Google makes available training and best practices on how to optimize display advertising.
Google is not the only search engine for display advertising. Bing has a similar PPC option as well. You should know the market that you want to reach and your demographics, then choose the search engine that fits best. Of course pricing and budget will factor into your decision as well.
Facebook Ad Platform
Facebook has several options for display advertising that go beyond the PPC option and offer customizable solutions. Of course, there’s the basic no-cost option of simply signing up for a Facebook Page. If you are just starting out this is an awesome way to get your feet wet.
Many businesses don’t take full advantage of using Facebook’s free page to create advertising messages and information that’s readily available.
But this is only a start. The display ads that you see on the left side of your Facebook page are paid targeted advertisements. The team at Facebook will lend a helping hand on the creative side to help you produce ads that work. Thirty-eight percent of their ads reach the intended audience with a success rate of eighty-nine percent, and they have several additional platforms to choose from that are worth looking into.
Banner and Retargeting Ads
Some display ads mirror the same process as traditional newspaper ads. Advertisers partner with website marketers for ad placement on third party websites. Often banner ads have nothing to do with the website and these tend to be more of a fishing expedition. When using a banner ad, ask for data and statistics so that you can make an intelligent decision and not waste a lot of money.
If you have ever just shopped for a tooth whitener and then gone to AutoZone looking for a new battery and wondered why a tooth whitener ad popped-up, this is using the concept of ad retargeting. When someone visits a website looking for a product, a retargeting campaign cookie is attached to users, and it follows them to the next website reminding them of the product they just reviewed. As you have probably guessed, this type of display advertising can yield impressive results.
There are more types of display advertising available from the giants of on-line marketing such as Google and Facebook. However, there are many other advertising platforms to choose from. Twitter, Tumblr, Pinterest, and Instagram are just to name a few. If you are looking to create a presence using displaying advertising, you have a wide array of choices and some that are very budget friendly.
