If you are in the consumer industry, you know that your buyers have been on a journey before reaching your company’s doorstep – physically or online. (Hopefully, your marketing tactics were part of their journey to decide whether they need your products or services!) The typical buyer journey can be broken down into three stages:
- Awareness stage – the buyer is aware of their problem.
- Consideration stage – the buyer considers their options.
- Decision stage – the buyer decides which option will best fix their problem.
Ideally, your company’s products or services are front and center when the buyer considers what options are available to fix their problem. But what if your solution could be an option before the buyer even realizes he has a problem? Hello, Google Display Advertising! Let us give you some insight on this incredible marketing tactic that can help start a relationship between your company and potential customer.
What is Google Display Advertising?
Display Ads are visually engaging ads that show up on the Google Display Network, a collection of millions of websites capable of showing your ads. As your potential customer is casually browsing the internet, your Display Ad may show up in websites, his Gmail account, YouTube, and other popular sites. Display Ads are not bound to search engine results, but rather strewn throughout millions of websites and apps.
Display Ads introduce your company, product, or service to your potential buyer in the early stages of the buyer’s journey or before it even begins. These ads start the customer-company relationship that is critical to both parties’ success. More than being part of the buyer’s journey, Display Ads can significantly increase website traffic and brand recognition.
Who will the Display Ad be shown to?
It’s phenomenal marketing to get your company, product, and/or service in front of a potential customer over and over again before the buyer even starts on his journey. However, you want to make sure you put your Display Ad in front of the right buyers – the ones who are more than likely to want or need your solution.
How do you do that?
The Google Display Network allows you to target specific groups of people who are more likely to need your services. You can accomplish this by targeting certain interests and demographics. But this means you have to truly know who your target audience is. You can do this by creating a buyer’s persona. You can learn more about creating a buyer’s persona by checking out these blogs from our archives:
- Part 1: What is a Buyer Persona?
- Part 2: Why You Need to Identify a Buyer Persona
- Part 3: 5 Ways Buying Insights Help You Make Decisions
- Part 4: How to Create a Buyer Persona
- Part 5: Establishing Your Buyer Persona
What do Display Ads look like?
Display Ads are unobtrusive, aesthetically pleasing ads. The point of Display Ads is not to annoy and distract your potential customer, but rather intrigue them to click and learn more about what your ad is all about (or simply act as an introduction to your company). They may show up in front of a potential customer as a banner, square, or half-page ad – just to name a few. To be more specific, the best ad sizes and formats to use are as follows:
- 120 x 600 – Skyscraper
- 160 x 600 – Wide Skyscraper
- 200 x 200 – Small Square
- 250 x 250 – Square
- 320 x 50 – Mobile Leaderboard
- 970 x 90 – Large Leaderboard
- 468 x 60 – Banner
Where will the Display Ads show up?
We mentioned earlier that Display Ads can show up on millions of websites, apps, and other platforms online – thanks to the Google Display Network. Here are just a few categories of websites that your ad could display on:
- Informational Sites (i.e. Mayo Clinic)
- News Outlets (i.e. The Telegraph)
- Shopping (i.e. eBay)
Talk to M&R Marketing About Implementing Display Ads
Your marketing strategy can reach its next level after implementing Display Ads. You’ll be getting your company’s name and brand in front of interested parties, again and again. If you have questions about display ads, don’t hesitate to reach out to one of our friendly account managers. Talk soon: 478-621-4491.
Stay tuned for parts two, three, and four in our series all about display ads and search ads:
- Part 1 – Display Ads: A Complete Guide for Your Business in 2022
- Part 2 – Search Ads: A Complete Guide for Your Business in 2022
- Part 3 – Search Ads vs. Display Ads: What’s the Difference?
- Part 4 – Benefits of Google Display Ads for Your Business