Display Advertising

What is Display Advertising?

Ever wondered about those ads showing on your favourite blog or news site? What about those ads for that product you recently became interested in that weren't showing before? Welcome to the realm of Display Marketing. Display Marketing is great for brand awareness or when used in conjunction with other digital marketing strategies.

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Google (and other Search Networks like Yahoo) have a network of websites that allow them to display ads on. These websites are all separately owned and they get paid by Google every time they display or someone clicks on one of these ads.

Display Advertising - Banner Ads

How does Display Advertising work?

There are 2 main strategies when it comes to Display Advertising:

  • Ad Placement - For want of a better name, let's call this strategy Ad Placement. In this strategy you decide on what websites you want your banner ads to be placed. This can be achieved through different methods, such as Keywords, Topics, Interests and Demographics; or even choosing specific websites and even pages.
  • Retargeting (or Remarketing if you're using Google) - In this strategy you place some code on your website that allows you to follow your website visitors around on the Display Network showing specific ads. You choose what ad, how many times and for how long to show it.

These strategies have different advantages, with the Ad Placement strategy being great for brand awareness campaigns and Retargeting being more aimed at direct response campaigns.

Display Advertising vs Adwords

Not sure whether you should be doing an Adwords campaign or Display Advertising. Well if you're a small business, we recommend you always start with a good Adwords campaign. Once you have this working fine and you have some budget left over, than seriously consider some Banner Ads.

Why Adwords before Display Advertising?

The main reason we recommend this all comes down to the market intent.

For someone to see an Adword, they must have just completed a search for a keyword that you have targeted. This suggests that they are interested in whatever it is you are selling. They are either intending to buy or are doing research for a future purchase.

However, with Display Advertising the person will see your banner ad when they are doing something else. This might be reading a news article, blog or information article. Sure, your banner ad might relate to what they are reading about, but their primary intent at the moment is to read the page they are on. You are hoping to distract their attention and get them interested in what you are promoting.

A good example would be someone buying a computer. They could search for "Buy Computers Online" and see you Adwords ad; or they may be reading an article that reviews computers and see your banner ad. Which of these examples would they be more ready to buy a computer?

As you would expect, the conversion rate for Adwords is a lot higher than for Display Advertising.

So if you'd like to know more about how Display Advertising can help your digital marketing strategy, get in contact with us.

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Customer Reviews

Probity Web Marketing is your best choice for small business digital marketing companies. But don't just take our word for it, see what some of our customers think.

  • 5 5
    23 Jun 2014

    In 2009 we were looking to develop a website for our business, Haddon Kitchens and Cabinets. Not quite knowing where to start, we received a very positive referral from one of our suppliers about a company called Probity Web Marketing. After the initial meeting with Jarrod we felt comfortable with the idea of what the website could do for our business. Numerous discussions followed with lots of input from both sides and before long our new website was up and running.

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    We’re very happy with what is being done for us and have found Jarrod to be extremely good with ideas and advice, as well as being approachable and always trustworthy with our information.

    Well done Probity Web Marketing.

    Web Marketing Services Used:
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  • 5 5
    15 Dec 2017
    I have been using the team at Probity Web Marketing for a few years now. For the first time ever we have seen page 1 results on Google, what is more impressive is that the industry I am in is one of the most competitive in the country. (Sydney Plumbers) Thanks Jarrod, I would definitely recommend the results don't lie.
    Web Marketing Services Used:
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  • 5 5
    20 Jun 2014

    Fallon Services has had a website for many years now that seemed to just tick over. With the growth of the Internet and the increasing cost of Yellow Pages and other marketing channels, a decision was made to start focussing on increasing our lead generation with the website. Our first attempt at this was with an Adwords company. This successfully drove traffic to our website, but we weren't happy with the conversion of this traffic to sales. When this was discussed with our Adwords Company, they blamed our old, tired website. At about this time, Jarrod at Probity Web marketing was referred to me.

    At our first meeting, I was confident that Jarrod knew what he was talking about, so got him started on building us a new website. This had an immediate effect to the number of webforms completed on our site. He then started an Optimisation Program that we have been continuing with for over 12 months now. This has had great results and we are getting more and more leads from our website. In fact, it is now our number one source of leads (after repeat business) and at a lower cost of acquisition to the others.

    I find Jarrod not only knowledgeable, but also extremely helpful. During this time, he has not only optimised our site, but has also made any changes to the site that we have requested. I have no hesitation recommending him to other businesses that are serious about growing their Internet Marketing.

    Web Marketing Services Used:
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  • 5 5
    06 Feb 2018
    Dealing with the team at Probity Web Marketing is easy. They are honest. They do what they say they will and they get great results. What more could you want?
    Web Marketing Services Used:
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