What do you think of when you hear the term “display advertising?” Not long ago, this type of advertising strictly referred to banner ads that reached consumers when they were browsing sites across the web, with just a few audience targeting options.
But today, display advertising has vastly expanded in terms of audience targeting capabilities, the sites and devices where ads can be shown, and the functionality and user experience they deliver. Now, marketers have ample opportunities to reach local consumers through a wide variety of display advertising tactics. Here are three effective ways SMBs can leverage display ads to get more engagement and leads from their target audience.
1. Bring Visitors Back with Retargeting
Retargeting isn’t much different from traditional display advertising except for the audience it targets. This display advertising technique allows you to target a very specific audience with your banner ads – those who have already visited your website. The upside to retargeting is that your ads have the ability to reach an audience that has already visited your business and is more likely to take an action like returning to your website than someone who is not already familiar with what you have to offer. Because of this, retargeting is an effective way to increase the ROI from the other marketing strategies like search advertising and SEO that you’re already using to bring people to your website.
2. Increase Mobile Engagement with In App Ads
Did you know display advertising works within mobile apps and not just on websites? The majority of time spent on mobile is within apps, so having a strategy to advertise your local business there is crucial. Plus, in app ads have a variety of enhanced features that local businesses can benefit from, such as a targeted geographic radius that grows and shrinks to reach the most local consumers, expandable ad creative for a better user experience, and CTAs that allow users to take action like getting directions, clicking to call, and saving coupons.
3. Drive Local Awareness & Leads with Facebook Advertising
With Facebook being the second most popular website in the U.S. and the most popular mobile app, with 125.7 million visitors monthly, there’s no question that small businesses should be marketing there. While regular Facebook posts are important to your SEO and fan engagement strategies, there’s a vast world of new prospects you can reach when you leverage types of display ads that show in your audience’s News Feed. And because more than 80% of Facebookers are using mobile devices, tapping into Facebook’s mobile advertising solutions is an effective way to reach your target consumers. In addition to building awareness for your business on the platform, you can drive direct responses like calls and in-person visits from mobile Facebook ads, too.
What’s Your Display Advertising Strategy?
Using these types of display advertising in conjunction with your existing marketing plan can help you maximize your efforts and reach more customers online. Tell us about your experience using these display advertising tactics in the comments below!