Digital display ads – can they drive results for small business?

Display ads are everywhere. But contrary to popular belief, you don’t need to be a big brand or have an enormous budget to see great results for through smart, targeted digital display ads.

Digital display example

What is digital display advertising?

As you might expect, display ads are static or dynamic boxes you see on websites, apps, videos, etc. They can show up at the top of web pages as banner ads, or as larger text billboards, smaller boxes, and in side columns. They typically includes visual elements like images, audio and/or video.

How does digital display work?

Businesses buy display ads through network providers who are responsible for displaying those ads across their network of websites, apps, social media platforms, etc.  As an advertiser, you can use a provider that manages the entire ad set-up and monitoring process for them, or manage the process yourself through a platform like Google AdWords (often known as Google display ads). Keep in mind though that managing it yourself requires a fair bit of digital marketing know-how.

There are three main payment models for digital display ads:

Cost per click (CPC): Under this model, you pay every time a person clicks on your ad. This is useful if you want to make sure people are engaging with your ad before you pay.

Cost per thousand impressions (CPM): With this set-up, you pay per thousand views of your ad. You might prefer this option if volume of views (awareness) is more important than click-throughs.

Cost per acquisition/lead (CPA/CPL): With CPA ads, you only pay for clicks when visitors complete a specific action after clicking on your ad, such as purchasing a product or signing up for a newsletter. This is a good option if you want to make sure a specific action is taken before you pay.

You can also target users and choose ad placements based on a number of variables:

  • User interests
  • Keywords
  • Specific website placements
  • Demographics e.g. age, gender, location

What are the benefits of digital display?

No matter where you’re advertising your business, there are three key aims: grabbing people’s attention, maximising the number of people who see your ad, and focusing on relevancy to improve response to your ad.

Digital display advertising is particularly good at achieving those three things because you can continually refine your messaging, placement and targeting as you go along until you find the right formula for your business. You can also do all of this at a budget that suits you.

To put it succinctly, digital display advertising helps do the following:

  • Increase your brand awareness
  • Get in front of your target market
  • Reconnect with people who have connected with your business online in the past (also known as ‘retargeting’)

Ultimately, display ads help  increase your potential customer base and encourage people to move from consideration to conversion (i.e. paying for your products or services).

And while digital display has traditionally been a medium only big brands worked with, there are now some great options for smaller business. This includes working with Yellow Digital Display. Our large scale buying power means you can afford the same types of display ads as larger advertisers and our commitment to  working with small business gives us a clear understanding of how to achieve your goals within your budget. Packages start from just $399 a month. Take a look at our Digital Display product page for details. 

 

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