What Is Display Advertising?
Display campaigns allow advertisers to place image banners on external sites for new customer prospecting. Similar to pay-per-click advertising, the advertiser has the option to pay when someone clicks on the ad or to pay for the number of impressions their ad receives (CPM).
In the example above, Temper-Pedic is using display campaigns to show interactive image banners on the front page of the Wall Street Journal. Given how much traffic a site like the WSJ receives, this is an optimal branding strategy for this particular retailer.
Where Are Ads Shown?
While PPC campaigns give advertisers the opportunity to show ads in search based on specific search queries, display campaigns show ads on a vast network of external sites across the internet. The Google Display Network (GDN) allows advertisers to show ads on YouTube, Blogger sites, Adsense publisher sites and more. The Google Display Network is estimated to reach 90% of internet users. Display ads can also be shown for Bing users through the Microsoft Audience Network, which includes MSN, Outlook and Xbox.
Why Display Is Important to Your Brand
Display campaigns give your brand the opportunity to get in front of a lot of potential customers quickly and cost effectively. Using the Google Display Network and the Microsoft Audience Network, banner ads are placed on sites relevant to your business and they can be directed to your specific customer with options like demographics, time of day scheduling, geographic location targeting, device targeting (desktop/tablet/mobile) and more.
The key reasons advertisers use display network campaigns are to build awareness, influence consideration and drive action. If you have ever questioned how a small brand is able to advertise on websites like the Wall Street Journal or the New York Times, display ads are the answer.
What Are Retargeting Ads?
While display ads are used for prospecting new customers, retargeting ads are used to show ads to existing customers and people who have already visited your site based on their cookie information. As people visit and interact with your site, you are able to create campaigns to effectively re-advertise to them. Using interactive images and dynamic banners, these ads serve as a reminder to customers to keep your brand top of mind. And due to these visitors already being familiar with your brand, the cost is typically less and the return is greater.
Retargeting is also a popular feature of Facebook Ads. Once the Facebook Ads Pixel is installed on your site, you are able to create hyper-focused audiences based on site interactions and then retarget to them.
How Do Remarketing Ads Work?
Through analytics and appropriate tracking, areas of your website’s conversion funnel are identified and users are grouped into different segments (audiences). Banners are then created to target those specific audiences and deployed to other sites to follow visitors of your site. Remarketing campaigns can also be used in conjunction with your e-mail subscriber list and any other internal customer lists to always keep your brand top of mind.
Pricing for Display / Retargeting Ad Management
As with PPC campaigns, ads are based off a bid that is determined by the ad’s placement, when the ad serves and how many other ads you are competing with in the auction.
| AD SPEND | AGENCY FEE | GOOGLE + BING |
|---|---|---|
| $0 – $1,000 | $175 / Month Management Fee |  |
| $1,000 – $3,000 | 18% of Ad Spend | |
| $3,000 – $10,000 | 15% of Ad Spend | |
| $10,000+ | 12% of Ad Spend | |
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