There’s a common misconception that display ads are only good for remarketing campaigns.
If you’re unfamiliar, remarketing ads describe the display ads that follow you around the web, reminding you of the items you left in your cart or of the website you recently visited.
While display ads are certainly powerful at bringing people back to your site, they can also be powerful at bringing people to your site in the first place.
That’s right. Read on to learn how display ads are an essential tool for growing brand awareness.
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What are display ads?
Display ads are the banner ads you encounter around the web. They can be short videos or static or animated images. They can appear anywhere on YouTube, Gmail, and the 2+ million websites and apps that make up Google Display Network.
Like other types of paid search, you can fully control every aspect of your display ad, from the ad design to your budget. But, you can also outsource some of the work to Google, increasing your productivity and scale instantly. With Responsive Display ads, for example, all you have to do is upload a set of headlines, descriptions, logos, and images or videos for your ad. Then, Google creates the optimal combination of assets for each user who encounters your ad in real time.
This year alone, display ad spending is set to grow by over 15%. Display ads can be valuable for a number of industries, including:
- Automotive
- Consumer electronics
- Consumer packaged goods (CPG)
- Entertainment
- Financial services
- Healthcare
- Media
- Retail
- Telecom
- Travel
5 ways display ads grow brand awareness
Here are five ways Google display ads help advertisers meet their goals and drive marketing results.
1. Like billboards, only better
While billboards in the real world disappear after your consumer drives by, display ads stay present on the page as your customer reads a blog, watches a video, or checks the news.
Even if they don’t click right then, the presence of your ad grows their awareness of your brand, boosting brand recognition and increasing their likelihood of exploring your brand in the future.
2. Not disruptive, yet highly persuasive
Unlike traditional TV and radio ads, which disrupt the user’s experience, display ads remain visible without interrupting what the user is doing. As a result, a user’s first impression with your brand can be positive, rather than annoying.
Their non-disruptive nature allows display ads to bleed into your audience’s consciousness, making them more likely to recognize and engage with your brand in the future.
3. Reach customers at scale
Like other Google Ads, display ads offer expansive targeting criteria, allowing you to zoom in on the audiences you most want to reach with your ads.
Best of all, you’re not limited to your existing customer demographics. You can rely on advanced targeting related to people’s interests and search history to reach new customers you may not have even been aware of. In this way, display ads help you discover new potential customers as they discover you.
Whether you’re looking to reach a niche audience with your ad campaign, break into a new vertical, or just get more customers, period, display ads can help.
4. A rising tide lifts all ships
If you’re like most brands, your advertising strategy isn’t limited to a single ad format. You’re also investing in other types of marketing to boost brand awareness, such as influencer campaigns, connected TV ads, or sponsorships.
The more places your brand is present — including display ads — the more likely consumers are to recognize your brand the next time they see it.
5. From awareness to consideration
Display ads build brand awareness, familiarity, and eventually, interest. With time, the breadcrumbs in your ads will leave users hungry for more, leading them to conduct a search of their own, or visit your website directly.
Display ads drive not only brand awareness, but nudge people toward the next stage of the funnel of consideration.
Grow your brand awareness with display ads
It’s time for your brand to reach more customers. Contact the advertising experts at Your Marketing People today to learn how we can develop a winning ad strategy for your business.
