By the end of 2021, almost 65% of the world’s population will have bought at least one online. As a result, for online sellers, digital advertising is mandatory.
You need to understand how to effectively use both search ads and display ads to generate sales. Search advertising entails including your ads on a search engine results page (SERP).
That means that search ads must target certain keywords, and potential customers are directed to them when they search for information or products using these keywords.
What really is display advertising? How can you use it to drive up sales for your eCommerce store?
What Is Display Advertising?
Display advertising is the placing of visual ads on third-party websites. It combines text, image, video, and a URL that links to your online store.
Display advertising draws the attention of potential customers to an eCommerce site while they are in the middle of something else. Display ads target individuals or a group of people depending on their demographics and their behavior.
Take, for instance, a potential customer who may be reading an article about ‘weight loss after your fifties.’ In the article, this person encounters a display ad promoting organic weight loss products.
This reader initially read about weight loss then suddenly encountered a display ad that attempts to implore him that eating certain organic weight loss foods would help him get rid of the excess weight.
The trickiest bit of using display ads is showing relevant ads to relevant target groups at the right time. Unfortunately, a display ad is typically an interruption, and it can be irksome to someone who doesn’t need it.
It should be well-timed and relevant for it to drive up site visits and, eventually, sales.
Utilize The Various Types of Display Ads
1. Retargeting Ads
Most of the display ads you encounter are retargeting ads. Also known as remarketing ads, Google considers it a personalized ad because a brand ‘remembers’ what the potential customer is interested in and displays an ad based on customer needs.
Customers like it when they can remember what they are interested in and send a reminder about that product or service.
It may sound like rocket science, but it’s straightforward. First of all, you need to put a code on your website that collects visitors’ information and behavior while navigating through your website.
Make the code take note of the various product categories and specific product pages they visit.
Create a list of the types of customers and potential customers who visit your eCommerce site using this information.
Using this list, determine and create ads that would best resonate with visitors to remind them about a particular product or offer.
2. Contextual Ads
A contextual ad is an ad displayed on a website that is relevant to your site’s content.
It is different from retargeting ads, which are displayed to potential customers based on their user profiles.
Certain criteria are used to determine which websites should display the ad. These may include the browsing history of this website’s visitors, your ad’s topic, the keywords used in your ad, your ad’s language, and location preferences, among others.
Google can help you determine what websites are relevant by letting you pick from a list of topics that match relevant pages.
Google also allows you to exclude topics irrelevant to your ad or those that are not performing well.
3. Site-Placed Ads
Choose this option if you want to select the websites that will display your ad personally.
In fact, you can combine this type of display ad with contextually targeted ads for even better results.
Usually, you can select either the entire site or just relevant individual pages within site.
When you combine site-placed advertising with contextual targeting, you choose the site, and Google chooses the most relevant pages to host your display ad.
4. Personalized Ads
Personalized ads are ads that target customers based on their demographic information and their online interests.
This type of advertisement uses the general user behavior and preferences as a targeting option instead of the interaction of potential customers with a particular brand.
Personalized ad types include similar audience ads which target people who have common interests or characteristics similar to your current visitors’ and affinity targeting, which shows your display ad to potential customers who have demonstrated an online interest in the broader market in which your eCommerce store operates.
Affinity groups can be as broad as ‘gym enthusiasts’ or ‘car lovers.’
For more information, check out this article on how to get more results from your display advertising.
Tips to Drive Up Results from Your Display Ad
Make sure your ad looks good. If it doesn’t, the first thing that will run through your viewer’s mind concerning your brand is, ‘Maybe their products are just as bad.
Make your texts instantly readable to potential customers, where they don’t have to squint because it is not clear. Use high-resolution images and videos.
A quality ad is the quickest way to get potential customers who have not interacted with your brand to think that your product or service is great. They will have a much higher chance of wanting to visit your eCommerce site if you do this correctly.
2. Avoid Frustrating Users
Have you encountered those display ads that you can’t scroll away from or close? If it was something you wouldn’t ever be interested in or you weren’t interested in at the moment, you must have been irritated, right?
Avoid pop-up ads that the potential customer can’t get rid of when he does not want to view your ad.
Avoid auto-play video ads, especially those that start playing the audio without the viewer’s authorization.
What if they were in a meeting and wallowed in the luxury of the internet for a minute? This potential customer will definitely remember your site, but not in a good way.
A good display ad would be a static ad placed at the edge of the screen or within an article’s text.
Ensure your ad does not cover a substantial portion of the screen, as this may be unpleasant to them by blocking the content they came to view on that site or page.
3. Call to Action
This is perhaps the most important aspect of display advertising. Include a call to action (CTA) that will encourage the visitors to click your ad and follow the URL to your homepage or product pages.
Convince viewers that they will receive something beneficial by clicking your ad. That means your language must be persuasive and enticing at best.
The best-performing CTAs create urgency, making viewers feel they would lose or miss out if they failed to click your display ad.
An eCommerce store can’t survive without digital advertising. Display advertising is one of the most powerful tools you have to promote your product(s) and make your brand known to as many people as possible.
Therefore, use the various display ads, including personalized ads, remarketing ads, contextually targeted ads, and site-placed ads.
To attain the best results possible, use a simple quality design for your ad, make your viewers’ experience with your ad is great by avoiding anything that would irritate them, and including a strong call to action.