Online ad networks offer two different types of ad placements for online advertisers: search engine placement and display network (“content-targeted” or “contextual”) placement. Google’s Content Network will show your ads (called ‘display ads) on other websites such an local news websites or interest-targeted websites, such as ones about football or hunting. (Of course, these websites have to be part of Google’s Content Network.)
Experts say that page views from search make up about 5% of all page views on the web, therefore, it’s a small percentage. Even though a display ad campaign is less targeted than a search query, it can still have offer very good relevance. If you are a travel agent, then your display campaign could target the travel section of the New York Times or San Francisco Chronicle websites.
Display can also serve as a branding opportunity with ad impressions. Think of it like an online billboard − even if someone is served the ad several times and doesn’t click on it, at least they are aware of your brand. They can’t buy from you if they aren’t aware of you, so display can serve as the introduction.
Even though Google’s Content Network is worldwide, you will probably want to parse your campaigns by one of the following:
Advantages of Display Ads
- When you want to expand your ad network, there is no larger one than contextual advertising. There are a finite number of searches, and while they grow daily, they still make up less than 10% of consumers’ time online. For instance, if you go to your local news website every morning, or post on a message board, you could be making 20-30 content views and no searches.
- It can introduce your brand to consumers who might otherwise never find you in search.
- Oftentimes, the cost-per-click (CPC) is lower on display campaigns (though certainly not in every case).
- Offers the ability to adjust bid based on demographic characteristics.
At Flagstone Search Marketing, I advocate a “walk-before-you-run” online marketing strategy. To that end, I would much rather see a small business tackle each internet marketing strategy step by step. Online advertising should be something you do AFTER you build a solid online marketing foundation of having a solid website with sound SEO, effective PPC landing pages, and enticing offers to convert website visitors into leads or online sales. Only when all these pieces are in place can a small business website hope to accomplish its goals.
We specialize in the following display advertising mediums:
- Google Content Network
- Facebook Ads
- Bing Ads
- Yahoo Behavioral Targeting
- LinkedIn Ads
- Online ad buys for targeted websites