advantages and disadvantages of display advertising

 

What is Display Advertising

Display advertising- Exhibition advertising is the process of promoting a product using paid online advertising placed on relevant social media accounts and third-party forums. These ads include text, images, or videos and encourage site visitors to go to the landing page and take the action they desire or purchase the product.

How do Google Display ads work?

Exhibition advertising is a way to attract your website audience, social media, or other digital channels to take action. These are usually text-based, photo or video ads that encourage the user to click on the forecast page and take action.

Types of display advertising

There are a variety of forms, forms, and formats for ads to display. To choose the one that works best for your business, check it out below.

Based on the type of targeting, there are the following types of ads displayed:

• Demographics (based on general user preferences, advertisers make personal ads for specific websites);

• Location (based on user location);

• Theme (based on a website title, keywords, and ad title)

• Redirect (based on previous users’ actions, for example, viewing your product but not buying).

Based on the ad format, there are the following types of ads displayed:

• Static (traditional advertisement that includes text or still images);

• Animation (GIF);

• Interaction (means involving the user to take action, for example, playing a game);

• floating (a type of pop ad that does not fade while scrolling);

• Enlargement (ad becomes larger after a user clicks on it);

• Video.

Advantages and disadvantages of Display advertising

Before you can create your first ad campaign, you should know the pros and cons. Other than that, you will need to find out if this type of ad is the best choice for achieving your marketing goal, so let’s highlight the opportunities we offer you.

The biggest benefit of exhibited advertising is its wide reach which allows businesses to gain globally. Take a closer look at some of the benefits of this type of ad.

• Helps to build brand awareness. Unlike search advertising, the ads that are displayed do not reach the audience for purchase. However, they allow businesses to make people remember their products even if these users have never needed their products before. In this way, they can arouse initial interest and allow people to remember you when they need you. As a result, this particular type is associated with a specific product they promote through display advertising.

• Provides opportunities for identification. With ads displayed, you can reduce your audience to very high-performance expectations. This may be due to the variety of identification opportunities available. You can reach people based on your type of people, location, language, interests, behavior, and previous interactions. The latter means that you can earn and the leaders love your products and add to their carts but end up not buying.

• Enables tracking of results. After launching your ad show campaign, you can monitor your click number, determine when an idea is converted into a client, determine which platform conversions have taken place, and display the most effective ads. This is a great opportunity to improve your future campaigns and invest in more effective strategies.

Now that you like to create your first ad, you should also be aware of its shortcomings.

• Low conversion rates. Compared to search advertising, the ads displayed show lower conversion rates. This should not surprise us – search ads are designed for a purposeful target, while the ads being displayed allow businesses to build more interest in the product. Therefore, if you intend to increase your sales, advertising may not be the best option.

• Lack of dignity. Since you do not have much influence on choosing your advertising forums, they may sometimes be unrelated to your business, which means you will be charged in any way. Otherwise, such unsolicited advertisements may annoy site visitors. If your product is popular and authoritative, displaying ads on invisible sites may damage your reputation.

• Advertisement blindness. It has become commonplace for many internet users in the last few years. Advertisement blindness helps us to deal with adware and fatigue. People may ignore the ads, especially if they are designed as impressive different blocks. To make your displayed ads stand out, use rich media that draws better user attention.

• Advertising restrictions. More and more people are using ad-blocking technology every day because of the fatigue of ads. However, some brands are trying to curb this negative impact by asking their visitors to allow ads or purchase subscriptions.

Advertising compared to search advertising

Search advertising and advertising are the same, yet they have their fair share of differences – which is important for the user. Let us consider these two principles in more detail.

The ad appears on the search engine results page (SERP) after the user has entered a corresponding keyword. This ad reaches consumers with the clear intention of buying as they want the same product advertised by the brand.

Display advertising involves placing ads on sites related to your product and targeted audience. This type of ad is based on the push path, while the search ads revolve around the pull path. With search ads, users looking for a specific product only meet these promotions, while displayed ads are displayed based on a different targeting factor.

When choosing the best ad to achieve your goal, always keep in mind your need to increase brand awareness, search volume, budget, and business type. First, you need to know if your audience knows your brand and brand. For this purpose, you can check your search volume to find the required keyword with tools like Ahrefs. If the volume is low, you can choose display advertising, and if the audience is familiar with your product, invest in search ads.

Second, decide if you need to improve awareness of your product. If you are an established brand and your reach is wide, use search ads to sell to customers who already know you and your product.

Third, think about your budget. Creating brand awareness with the help of advertising campaigns is an expensive and long-term strategy that will bring you fewer conversions than can search ads. If your business is on a tight budget, it may be a good idea to invest in search ads as they will bring you more revenue.

Another important factor here is the nature of your business. Say, if you provide local products and services, select search ads. If a person has a toothache, lost his or her apartment keys, or his or her pet got sick, he or she will look for quick and straightforward solutions on Google and opt for a top company in the SERP.