Where Does Display Advertising Belong in Your Marketing? Mike Norris: Hey everybody, Happy Wednesday! It’s Mike here, and I’ve got Bernadette from Bannersnack with me today and we’re going to talk a little bit about display advertising and how it fits into your overall marketing mix. So, before we do that though- I’d like to introduce Bernadette. Bernadette, do youRead more
Where Does Display Advertising Belong in Your Marketing?
Mike Norris: Hey everybody, Happy Wednesday! It’s Mike here, and I’ve got Bernadette from Bannersnack with me today and we’re going to talk a little bit about display advertising and how it fits into your overall marketing mix. So, before we do that though- I’d like to introduce Bernadette. Bernadette, do you want to say a little bit about yourself, Bannersnack, and what it is you guys do over there?
Bernadette: Sure, hi! I have been working at Bannersnack for four years. One of my everyday tasks as the PPC specialist is to optimize the various advertising campaigns on Google, Facebook, and other social media platforms- also to analyze app performance.
I’d be happy to share with you some tips and tricks about display ads!
Mike: Alright, perfect! For those of you who don’t know, Bannersnack is a platform that makes it really, really easy to create display advertisements and HTML advertisements, as well- which we use quite a bit here.
So let’s start off by talking about that a little bit.
Where do you see display ads fitting into someone’s overall marketing mix?
Bernadette: Display advertising is a method of attracting the audience to the backside of the social media platform or other digital mediums to take a specific action. These are often made up of text-based media or video advertisements that encourage the user to click to a landing page and make a connection – for example, to make a purchase.
So whatever your goal is, brand building or to generate leads- display ads can help you with that! These display ads can also be used in retargeting campaigns. This is where ads are served to users who have already visited your site. The goal is to retarget them and encourage them to return to your website and make connections. For example, make a purchase.
Mike: Retargeting ads always get me! I’ll be looking at shoes or something like that- then I go on Instagram or something similar and- boom! There they are. And I’m a sucker, I always purchase.
Bernadette: I just wanted to say that I like search ad displays, search ad displays are not searchers who are actively looking for something, searching for something- it’s that we take those display ads into social feeds or informational sites with the hopes that they’ll distract you from the current activity and also encourage them to click through to our website. I think restarting the users from their intended activity isn’t enough of a challenge, we are also competing with other display ads so it’s kind of hard sometimes-
Mike: Yeah, yeah- that is a good point. You know, I think they work well in tandem with search because in search, you’re meeting people at that moment where they are looking. But, if they’ve already seen your display ads and heard about you, that increases the chance that they’re gonna go with you when they’re in that moment.
Bernadette: Right
