2. The Role Of Display Advertising
Paid Search isn’t enough.
Display allows you to target people based on their pre-established
behaviors.
For Example:
Getting a paid search ad for Getting served an ad or offer
Ashley Furniture when you VS. when you’re on a interior
search for “mattress.” decorating website or blog.
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3. Types of Display Ads
Branding example Direct Response example
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4. Branding Display Ads
Branding is the immediate image, emotion, or message people
experience when they think of a company or product.
Are often single site buys, sponsorships, pre-roll, or rich media.
Drives users to content within your site or social space.
Messaging: “Learn More”, “Introducing”, “Check Us Out”
KPIs: CTR, Roll-overs, Plays, Engagement
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6. Direct Response Display Ads
Also called “Acquisition Campaign,” this type of ad solicits a direct
response which is specific and quantifiable.
Needs an explicit “Call to Action,” and the ability to take that
action once on landing page (fill out form, email, call, purchase).
Drives users to a landing page where that specific action can be
taken within 1 or 2 clicks.
Messaging: “Buy Now”, “Shop Now”,
“Get it Now”, “Contact Us”, and
usually has a dollar amount or
number offer included
KPIs: Cost Per Order,
Revenue Per Media Dollar,
Cost Per Lead
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8. Learn More
Have questions about how to effectively develop and
optimize a display advertising strategy and determine
the right mix?
Contact us to learn how we’ve helped leading
marketers achieve unmatched results.
Toll free: 888-901-7434
Web: www.websitebiz.com
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