Display Advertising: How To Set Up An Online Campaign

Display Advertising is an important promotional tool to make yourself known online. Here’s what it is and how to make the most of it for your SME.

Among those essential elements of an effective marketing mix, there are undoubtedly the Display campaigns, one of the best performing forms of advertising made available by the Google Ads platform. They represent an effective way to communicate with the audience you want to reach, as well as a winning strategy to increase brand awareness and online visibility of your brand or products.

But what exactly is Display Advertising, and how to use it effectively? You need to know everything to make the most of its potential.

Display Advertising: what is it, and how does it work?

The Google Ads advertising platform is among the most complete in the online universe and offers excellent diversification of promotional channels, perfectly adaptable to each advertiser’s needs.

The main types of campaigns that can be carried out through Google are campaigns on the Search Network, Shopping campaigns, Video campaigns, App Campaigns, and Display Network campaigns, and they differ in factors such as the type of ad format, their positioning, and the marketing goals that they are going to meet.

Display ads are one of the forms of so-called Pay Per Click (PPC) advertising and allow advertisers who want to promote their company, their brand, or specific products or services to show their ads in the advertising spaces made available by the wide network of internet sites that are part of the network of Google “container” websites.

Typically, display ads take advantage of the graphic element in a predominant way and are made up of creatives called banners, i.e., advertising formats consisting of text, images, animations, videos, or other similar graphic elements. Their particularly engaging visual impact leads to greater engagement on the part of users viewing such content, making the promotion more incisive and potentially facilitating the potential buyer’s path towards the expected conversion.

Thanks to the huge amount of data processed by Google itself, the ads are not shown randomly to users in navigation but according to precise targeting criteria: in fact, only relevant ads will be made available to those who surf on a particular website, for example. With his interests, with the most searches carried out on the web or with the history of the pages viewed online.

In short, an excellent way to intercept only a target audience and be highly profiled, minimize the budget to invest in this type of advertising, and maximize the ROI.

What Display are campaigns available?

There are different types of Display campaigns that Google offers its advertisers to create a complete marketing strategy with optimal performance: it is, in fact, an excellent idea to customize the type of ad that is shown to the potential audience both based on its peculiar characteristics. And based on the specific purposes you want to achieve from the individual campaign.

One of the most used types of Display Advertising is those called Remarketing or Retargeting Campaigns: they represent a powerful tool to catch up the attention of those users who have already carried out specific actions, such as visiting a specific website or product page in particular, without however conclude any action comparable to a conversion. Through retargeting actions, they will be shown profiled ads, which will help increase their brand awareness, increase trust in the brand or company that is the protagonist of the advertisement and generate an amazing ROI.

The type of targeting for Display Advertising called Target for positioning on the site allows the advertiser to have greater control over the target sites of their ads: in fact, instead of being distributed across the entire network of sites according to Google’s own choices, they are positioned in a targeted manner by the author of the campaign. Choosing which websites to propose your creatives on can further contribute to a specific segmentation and increase the campaign’s effectiveness.

Similar but not identical is then the Targeting by topic, which allows the advertiser to choose not so much the target sites but, in a broader way, which topics and sub-topics the websites containing their ads should deal with. It will then once again be Google to select the best sites for the advertiser on which to display its banner display.

Through Target by Interest, users can also be targeted based on their online interests, giving rise to even more peculiar and targeted profiling. This type of targeting is, in turn, divided into two sub-types, namely audience segmentation by affinity and in-market audience segmentation. In summary, while the first includes audiences that Google has included in particular categories of interests based on hobbies, lifestyle, or most followed trends, the second includes individuals who have already expressed their intentions online in a more or less clear way. Purchase specifications(for example, by consulting prices or comparing reviews) could be particularly predisposed for purchase on the web.

Finally, contextual targeting uses the keywords system to complete its task of identifying the most appropriate website in which to show the Display ad: that is, it considers the keywords entered when creating the Display campaign as the basis from which set out to choose the best sites on which to display advertisements.

Google Ads, therefore, offers its users a wide range of alternatives capable of making each marketing campaign highly effective and leading to excellent results in terms of coverage, visibility, awareness, conversions, and returns on advertising investments.

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