You might not realize it while browsing the Internet, but much of the advertising displayed across the Web comes directly from a display advertising network. These networks establish ad spaces across a wide range of websites, and then sell these ad spaces to brands looking for the right advertising opportunity. It’s similar to how billboards are set up across the country, except display ads are much more numerous, easy to afford, and quick to set up.
But because there are so many low-cost and free marketing options available online, many small businesses are reluctant to shell out cash on paid advertising. They don’t see the benefits of investing in display advertising, in part because this system can seem complex from the outside. In reality, though, display advertising is simple to set up and manage, and its unique features allow for efficient spending that save companies money in the long run. Here are four key reasons to spend on a display network.
Extend Your Reach
Display networks are massive. The largest is the Google Display Network, which places ads on more than two million websites and reaches more than 90 percent of global Internet users. And many other display networks offer similar returns, giving you great options for accessing a massive consumer base.
While it’s unlikely that you necessarily want to advertise to all of those Internet users, having the option is important. A high-volume audience is an asset that can be utilized several different ways. In this sense, display ads function similar to traditional advertising: the larger the potential audience, the greater the value.
Refine Your Audience
Here’s where display networks differ dramatically from traditional advertising. When you pay for a billboard space, you pay for all of the people who will see the ad. Many of those individuals will never become your customer, but you still have to pay for them. The result is high-volume, low-efficiency advertising that often doesn’t bring in enough value to justify the cost.
On a display network, you can cut the fat on these low-value consumers by using targeting filters. All major display networks offers simple ways to pare down the audience your ads will be exposed to. In other words, you can set your filters to only display ads to your most valued target audience. This refined audience will be much more likely to respond to your advertising, and you’ll get higher returns per-view than traditional ads can provide.
Track Your Results
No matter how well-developed your campaign is, it won’t be perfect right from the outset. Making adjustments over time is critical to maximizing the value of a display network campaign, and these networks offer great tools to do this. You can check in daily to view reports of your ad performance, and with this feedback you can identify areas for improvement. Whether it’s the ads themselves or a particular targeting filter you’re using, you can tweak the campaign over time as you work toward even better returns.
Optimize Your Spending
As you optimize your targeting and improve your results, you’re also improving the economy of your spending. Your campaign will get smarter and more effective at targeting the most valuable consumers on the Internet, and each dollar you spend will bring in more revenues in return. This high return both justifies your display network campaign and gives you extra funds to expanding your digital marketing efforts.
A well-executed display ad campaign can bring in great revenues while expanding brand visibility and reach. To start building a successful digital strategy, contact DBC Digital today.
Greg Sherwood is CEO of DBC Digital, a marketing agency based in Denver, Colorado. With over 30 years of marketing experience with traditional and inbound (internet) marketing, Greg helps mid-sized businesses get a better return on their marketing dollars.
You can reach Greg at (303) 357-5757 or at dbc@dbcdigital.com
