What is display advertising?
You’ve likely noticed banners including text, logos, pictures or rich media when visiting some of your favourite websites. These are referred to as display ads. Imagine a traditional magazine ad with a few unique advantages. Google Display ads allow for flexible ad formats, targeting options to connect with your audience, and a price-point that scales down to small businesses. Another key advantage -you can track the performance of your campaign to measure your clicks and conversions. In terms of advertising, hard numbers beat a “pay and pray” approach. Finally, if someone wants to know more about your firm, it is as easy as a click through to your website.
When should I use display advertising?
The Google Display Network (GDN) allows advertisers to place ads on sites across the Internet ranging from the New York Times, to cooking blogs, to cat videos on Youtube. With Google’s acquisition of Doubleclick in 2007, the GDN became the largest ad-serving network on the Web. As such, the GDN is an appealing way to expand your online presence, build brand awareness, and test creative efforts prior to traditional print campaigns. Viewers of GDN ads tend to in browsing mode – whether catching up on news or reading an article they found on social media. Accordingly the key here is to create an ad that will gain the attention of your desired audience. In most cases, actual traffic through to the site of professional services firms will be incidental to brand awareness efforts.
What about those ads that follow me around the Internet?
Perhaps you visited a website last week and now an ad for that website is showing up when you are browsing other sites. This is called remarketing. Remarketing is a powerful way to connect with individuals who have already shown an interest in your service and can help bring your brand to mind when they are ready to buy. If this makes you weary because you’ve had a remarketing ad follow you to the point where it is creepy, annoying, or both, you will be happy to know you can put a cap on how many times an ad shows. The reason that Google offers this service and that companies pursue remarketing is because it works. That said, we advise firms to use the technology sparingly to avoid alienating prospective clients. There is a happy medium.
Why is the google Display network good for gaining brand awareness?
1) The GDN is big. Really big. While the placements change on a daily basis, there are currently over 2 million sites in the GDN. This means that there is a good chance that we can find appropriate sites to run your ads without having to contact individual websites for ad buys.
2) You won’t simply be shooting in the dark. If you are providing a legal service, it doesn’t do much for you to have your ad showing up on blogs about baking. Google understands this and allows you to target your ads based on audience characteristics, website groupings, or specifically selecting sites where you’d like your ads to show.
3) By appearing on sites that are popular amongst your target audience, you are able to familiarize people with your brand. For example, they may not need a family lawyer when they see your ad, but your brand will be familiar if they subsequently separate from a spouse and start making inquiries about hiring a family lawyer.