When To Use Display Campaigns

At first glance, it can be hard to understand why a business would want to run display ads. Its performance pales in comparison to search ads.

People are served display ads while they’re consuming content—not while they’re actively looking for solutions as with search advertising. So why bother with display ads?

Here are a few use cases when display campaigns really shine - 

Differentiate your brand

Because you and your competitors are going after the same prospects, you have to find ways to separate your business from the pack. Thanks to the power of visual imagery, display ads give you the opportunity to establish (and distinguish) your brand in your prospects’ minds.

An example of a display ad that compels the users to click and learn more about the brand.

Build brand awareness

Granting you widespread exposure, the  greatest benefit of display advertising is brand awareness. As Larry Kim put it, “The single biggest predictor of whether people will purchase is whether they’ve heard of you before.” It’s no wonder that 84% of B2B marketers say brand awareness is their most important goal, followed by sales and lead generation.

Improve the performance of your other ads

So, what’s so great about brand awareness? 

Well, to the point above, the more familiar people are with your brand, the more likely they are to click on and engage with all of your other marketing campaigns—search and social ads included. As mentioned in the intro, studies have shown that 27% of consumers conduct a search for a business after seeing their display ad, and there’s a 59% lift in conversion when users conducted a search related to a display ad.

In fact, there’s a metric dedicated to conversions assisted by display ads: view-through conversions.

Skyrocket results with retargeting

One of the biggest use cases of display marketing is retargeting. Most prospects don’t become customers right away. Even if they click on your ad, they’ll most likely leave your website without taking any action. With retargeting display ads, you target people based on how they’ve interacted with your website.

Here are some stats related to retargeting - 

• In one study, retargeting display ads increased a business’s brand-related search queries by 1,046%. and site traffic by 726%.

• The average click-through rate for retargeting display ads is 0.7%, which is 10 times higher than that of regular display ads .07%).

• A website visitor who’s been retargeted with a display ad is 70% more likely to convert.