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Digital Display Advertising has been with us since the early days of the internet.
The strategy is still the same – businesses use it to send more new visitors to their websites every month for engagement and, ideally, conversion into new customers, patients or clients.
Even today, more companies of all sizes are discovering that it’s a great way to promote themselves online in their local markets.
In fact, spending in digital advertising is exploding as companies continue to pivot away from legacy ad strategies and instead invest more in digital marketing solutions.
Digital display ads – aka banner ads - are those small clickable images you see on practically any website you visit today, including popular high-traffic sites like the Weather Channel, ESPN, WebMD, History Channel, and even the New York Times.
People visiting these websites see your ads, click on them, and are automatically sent to your own website’s homepage, Contact Us page, or a special landing page you’ve set up.
Your ads can also appear on many of the “apps” people use on their mobile devices like smartphones and tablets.
When you buy digital display advertising, you’re bidding against other companies for blocks of 1,000 ad “impressions”.
Each time your ad is shown counts as one impression.
How much you’ll pay for an ad campaign is based on your bid (CPM, or cost per 1,000) and how many ad impressions you win (i.e., ads that actually get shown).
Digital display advertising offers a number of benefits that make it attractive to local businesses:
First, you get quick results.
In many cases you can have an ad campaign set up and running in 2 or 3 business days.
That means more visitors to your company’s website and more opportunities for you to engage with those new potential prospects.
Second, companies of practically any size can take advantage of it now.
Innovations in technology have lowered its cost and helped level the playing field.
What only the largest companies with the largest budgets could afford before is now within reach of every business.
Third, it allows you to identify and advertise to your best prospects with precision.
This degree of control can keep you from wasting valuable ad spend and help lower your customer acquisition cost.
One common display advertising strategy companies use is called “interest-based” targeting.
This means showing your ads on websites that are related to your type of business and that people enjoy visiting.
For example, if you run a landscaping design company, a furniture store, or a remodeling business, you could show your ads on popular websites like Better Homes and Gardens, HGTV, Martha Stewart, Good Housekeeping and House & Garden.
Another powerful advertising strategy is called “geo-targeting”.
If your company only works within a certain service area, you can limit showing your ads only to people who live and work in that geographic area.
You can also geo-target new prospects by country, state, city and zip code.
Geo-targeting technologies are now so advanced that companies can limit showing their ads only to people who live or work in buildings at specific street addresses.
This is called “hyper-local” advertising and it has an accuracy today of about 8 feet.
B2B companies find this strategy effective when promoting their products or services to other companies they’d like to sell to.
“Demographics – based” advertising is yet another powerful strategy that can help you reach the exact audience you want.
Let’s assume your ideal audience is made up of married couples over 65 years of age who are homeowners and who live in a certain geographic area.
A demographic-based digital ad campaign combined with geo-targeting can be a very effective way to reach that custom audience.
As you can see, digital display advertising is a sophisticated and powerful way for your company to reach the audiences it wants.
There are a variety of targeting strategies to choose from and, when combined with attractive and compelling banner ads, can help you bring more new prospects to your website or landing page for conversion into new paying customers, patients or clients.
Small-to-medium sized businesses can now use these same display advertising strategies that only the largest companies could afford to use before.
In fact, you can get a complete ad campaign package for as little as $497 a month.
Ask your digital marketing consultant today to put one together for your own business.
Or click here to schedule a 30-minute complimentary phone consultation with Steve Houston.
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