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:
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: