Display Advertising

What Is Display Advertising?

Display advertising has been a part of the digital ad landscape since 1994. Since then, it has become one of the most potent ways of attracting attention and improving conversion rates. 

Display ads are positioned on relevant third-party websites. They can be found in the form of a banner, text, or image! In essence, display advertising is a general term that covers all the visual forms of advertising done on other websites.

Types of Display Advertising

There are three basic categories for display advertising 

  • Site placement advertising
  • Contextual advertising
  • Remarketing

Most Common Display Ad Sizes

  • Vertical rectangle: 240 x 400
  • Mobile leaderboard: 320 x 50
  • Banner: 468 x 60
  • Leaderboard: 728 x 90
  • Square: 250 x 250
  • Small square: 200 x 250
  • Large rectangle: 336 x 280
  • Inline rectangle: 300 x 250
  • Skyscraper: 120 x 600
  • Wide skyscraper: 160 x 600
  • Half-page: 300 x 600

Why Should You Use Display Advertising

A lot of marketing campaigns today use display advertising because it is quite beneficial. Essentially, they help you showcase your offers in creative, innovative, and visually appealing ways. Depending on the platform you pick for positioning, display advertising has an amazing reach. 

So, if you want to focus on getting your desired amount of clicks, conversions, sales, and build your brand awareness like never before! Look at it this way: even people who don’t know your brand exists will have access to your ad, and if they find it relevant, that means a new conversion for you! 

So, let’s list down the five main benefits of display advertising:

  1. They are eye-catching and visually appealing. 
  2. They help you reach out to a larger audience.
  3. They allow for remarketing opportunities. 
  4. Depending on the platform, you can track and monitor your ad management, 
  5. Display ads are cheaper than traditional forms of marketing and advertising like TV/Radio. 

The Drawbacks of Display Advertising

However, there are certain drawbacks of display advertising as well. 

Lower CTR

In comparison to search ads, display ads often have a lower click-through rate, which might make them less beneficial than other search ads if a higher CTR is specifically what you are aiming for.

Lower conversions

Where the CTR is low, conversions will also be low in comparison to search ads. 

Ad avoidance

Even though you can reach a bigger audience with your display ads, there is no guarantee that someone will click on your ad! In fact, there is a large number of people that avoid display ads (thanks to the annoying ones that pop up every two seconds!)

Creating a Responsive Display Ad on Google

Here’s how you can create a display ad on Google Ads:

  • Sign in to your Google Ads account.
  • Click All campaigns on the navigation menu.
  • Select Display campaigns, and click a campaign you want to add responsive display ads to.
  • Click Ads & extensions, and then click Ads.
  • Click the plus button.
  • Select Responsive display ad.
  • Select an “ad group”.
  • Add and save your images.
  • Below “Images and logos,” click the plus  Videos button to add a YouTube link for your video.
  • Complete your ad information.
  • Preview your ad.
  • Click Save.

Final Words

Display advertising is a great way to take your marketing campaign forward. Just make sure you understand the drawbacks - and you’re good to go!