Get Your Ads To The Right People With Display Advertising

by Josh Biggs in Digital Marketing on 22nd October 2018

You could have brilliant adverts in the wrong places, and that is not going to help your business at all. One solution is display advertising, which allows marketers to place appealing adverts on sites all over the web. They are available in different shapes and sizes and can be static images, GIF’s or videos.

Placing Display Adverts

The first step is to create the advert. This must be eye-catching to attract people to click on it to find out more information. Once the advert has been produced, marketers are then faced with the problem of where to place it. Most of them purchase space on websites through a supply-side platform, where they can manage their placements.

As you would expect, some of the space has many people chasing it and that makes it very competitive. Every day, millions of auctions are held for placements on sites, and the highest bidder wins.

This form of marketing is one of the most popular as it allows businesses to track and attribute clicks, spend and conversions. This enables them to calculate an exact return on investment for any advertising campaign.


Optimization Is Vital

The displays cannot just be placed and forgotten about. They need to be constantly optimized for them to be effective and produce the right result and information. Search terms and strategies can change or competitors can adjust their bids. You should review these things regularly, otherwise, you could be overpaying for your placement, or lose it altogether.

There are tools that can assist you with these things and, at sites like, it’s possible to find tools that can help with banner creation, demand-side platforms, supply-side platforms, display retargeting and display competitor reviews.

Without optimization, your display adverts will start to fail and will be a waste of time and money. Choosing the right tools to help you is crucial, and whether you are running your first campaign or are very experienced at handling them, they will let you automate the processes for getting the best returns.

meldiumAre Display Adverts Expensive

The cost of each display advert depends on its placement. Every online platform has its strengths and weaknesses, and there are dozens of things for advertisers to consider. No matter what the campaign type or the format of the advert, at the end of the day everyone wants to know how much it is going to cost them. Most times the adverts are paid per click, and this can range from just a few cents up to as much as $50. Some of the cost is based on the keywords used, which makes some of the most expensive placements industries such as law and insurance.

It is very possible for a small business to spend as much as $10,000 a month in this way if they are using Google Adwords, for instance, as this is the world’s largest online ad platform.  Facebook is slightly cheaper, and currently, Instagram is probably the cheapest. However, its costs are rising as the site becomes more popular.

Display advertising is extremely important and it requires a determined approach to tackle it successfully. If you can get it right, though, your business will reap the rewards.

Categories: Digital Marketing