Brand Building Using Display Ads

Every business owner wants to build a brand that is nationally recognized like Nike or Apple. While reaching this level of success isn’t feasible for a local coffee shop or a small restaurant, creating a great brand will help separate YOUR business from the competition. Building a brand starts with creating great display ads.

Choosing the Right Ads

When creating different ads, it is key that you have a clear goal in mind for the ad. With that in mind, what is the best ad type for building a brand? The answer: Display Ads. Display Ads use different types of media such images, videos, and text. These ads can be very versatile, as they can target a specific audience or can be broad. Other types of ad forms include search and video. Check out my article here to help build your search campaign today!

Search vs Display Ads

Search ads and display ads are both great ways to promote your business. However, they have two different intentions. As mentioned in the in the previous paragraph, having a goal in mind when choosing an ad type is key to success. Search ads are best for creating immediate conversions, as these appear anytime a search occurs in a web browser. When customers are searching for something, they are usually either looking to research items or looking to purchase items.

Display ads are used to create brand recognition, as they are usually images or videos that include a logo of your company. These ads can appear on Youtube, websites, and more, allowing for increased brand visibility. Below is a picture that highlights the key differences between search and display.

Key Metrics For Display Ads

In search, metrics such as CPC (Cost Per Click), Average CPC, CTR (Click Through Rate), etc are very important metrics to determine if the ad was successful. These are still important for display, but the most important metric to look at is CPM (Cost Per Thousand Impressions). CPM shows how much an advertiser pays per 1,000 impressions. An impression occurs if the user can see at least half of the ad. For example, if you load a page but can’t see at least half the ad, this would not count as an impression. This would be classified as a page view, which occurs every time a webpage loads.

Targeting Methods

When creating ads, it is imperative to have a target market in mind. Language and location, which are important in search, are still important in display. Obviously, you want to market your ad to the language your target market speaks. Location, however, sometimes isn’t as obvious. When choosing the radius (in miles) for your ad to show, ask yourself “Would I drive this far to get X item?” Below are a few other ways to target consumers using display ads.

• Audience – Suggest who sees your ads (can be based on interests/hobbies)
• Demographics – Suggest people based on age, gender, parental status, household income, etc
• Keywords – Suggest terms related to your products or services relevant to the term
• Topics – Suggest webpages, apps, and videos about a certain topic
• Placements – Websites, videos, or apps where you’d like to show your ads

Check out my other articles below!

Want to learn more about programmatic advertising? If so, check out the article below!

Programmatic Marketing Resources in Michigan