Shoppers spend much more time-consuming information on their favorite websites than they do searching for a specific product, service, or business, so it’s important to be present on the site’s potential customers are frequenting. With display advertising, you can present graphics, video, and your company’s branding to stand out to users and attract their attention while they search the web. 

Display advertising allows you to display ads on third-party websites and apps. Unlike text-based ads, display advertising relies on elements such as images, audio, and video to communicate your message. These display ads don’t blend into the website content and reside on distinct sections of the site that are specifically reserved for paid advertising. Display ads have a massive reach and success when they target the right user, at the right time, on the right website. A user can gather information simply by seeing your display ad with the option to click the ad, bringing them directly to your co-branded site. 

Location Matters. Each local display ad will be served only to a narrow geographical radius around your physical location. Your business name as well as city location is highlighted within the banner advertisement to promote familiarity and brand awareness for both the brand and your store while users browse content on the web.

Target the right audience. Display advertising has many options for targeting such as demographic, behavioral, and topic. 

  • Demographic targeting can be used to limit ad exposure based on attributes like gender and age. 
  • Behavioral targeting aggregates data across users’ online and offline activity to create a picture of users’ interests. Example: User browses NFL.com, sports scores, and game highlights, so they can be targeted as a sports enthusiast. 
  • Topic targeting focuses on delivering ads based on the topics and content of the website where the ad is displayed. Example: User is on an article about how to prune roses, this website could be targeted with a topic of home and garden. 

Display pairs well with paid search campaigns. When search engine advertising and display advertising are used together, they help you get even better results by targeting your customer from multiple angles. Remember consumers are always researching and being shown brands as they navigate online. Seeing your display ad will make it easier for the customer to remember your business when it’s time to make a purchasing decision and they start searching more directly for your product, service or business. Studies have shown that 27% of consumers conduct a search for a business after seeing their display ad, and there’s a 59% lift in conversion when users conduct a search related to a display ad.¹

Display advertising is a useful tool for building awareness of your business to your local consumers. You can deliver high-quality visuals to effectively demonstrate the product or service you offer. With the added benefit of targeting, you can prospect the ideal audience interested in your business to make sure your marketing spend doesn’t go to waste. 

Reach Local, 2019 (https://blog.reachlocal.com/search-display-advertising-whats-the-difference)

Contributors: Kim Williams & Kirstyn Cline