Choosing the right digital marketing channels for your business can be a bit overwhelming with so many options available. One important aspect of a well-rounded digital marketing strategy is display advertising. If you’re curious about how display ads play a role in your sales journey, read on to find out more.
What is display advertising?
Display advertising is a way to promote stuff online by paying for eye-catching pictures and graphics on websites and apps. Usually, people use Google Ads for this, so let’s dive into that!
Types of display ads in Google Ads
In Google Ads, there are mainly two types of ads: ones with images and ones that adapt to different display sizes.
Image ads
Image ads, often called banner ads, are like visual stories for a brand. They come in different sizes and are packed with pictures, text, and cool designs to show off what a brand is all about. The smart move is to add a button on the image that tells people what to do next, like “Learn More” or “Request a Quote.” It’s like giving them a friendly nudge to take some action after checking out the ad.
Responsive display ads
Responsive display ads are a cool type of ad that shows off pictures, catchy headlines, and little blurbs. When you’re making one, you just toss in your pics, headlines, and blurbs, and Google’s smart tech tries out different combos to make your ads super effective. The best part? You don’t need to be a graphic design pro – it’s easy for anyone to dive in and get going!
Where does display advertising fit in the marketing and sales funnel?
Now that we understand what display advertising is, you might be wondering if it’s a good fit for you. Well, the cool thing is that display ads can work at any stage of the sales process, whether you’re trying to build awareness or seal the deal with a conversion. The key is figuring out your goals and tailoring your audience, message, and landing page accordingly. So, even though the ads stay in the same places, we can customize them to fit exactly where you need them in your marketing journey.
Top-of-the-funnel marketing
Top-of-funnel marketing is like throwing a big net to get people interested and aware of what you offer. When it comes to using display advertising for this, it’s like putting up eye-catching ads to grab the attention of your potential customers and introduce them to your brand. It’s all about spreading the word and getting noticed by a broader audience.
What’s our top-of-funnel goal?
When kickstarting your marketing efforts, our main aim is to make people familiar with your brand by getting your ads seen by as many eyes as possible. To gauge how well these campaigns are doing, we’ll keep an eye on two key metrics: the number of times your ads are viewed (impressions) and the rate at which people click on them (CTR).
Audiences to consider for top-of-funnel display ads
- Custom segments: Target your audience by including the keywords, URLs, and apps your target market is using.
- Life event audiences: Target users based on their unique life milestones.
- In-market audiences: Target users based on their recent purchase intent.
- Detailed demographics: Target users based on their unique demographics, like location, age, and more.
- Affinity segments: Target users based on their interests and passions.
What kind of messaging speaks to a user at the top of the funnel?
When you’re writing ads to reach people who are just discovering your brand, think about what makes your business stand out. Share the main thing that sets you apart and don’t forget to throw in your cool logo. This way, when these folks see your ad, they’ll remember your company name and what makes you awesome!
Middle-of-the-funnel marketing
Middle-of-the-funnel marketing focuses on reaching people who are exploring and gathering information about a product or service. These users know about your business and may have visited your website but haven’t taken the step to share their email or contact details yet.
This stage is crucial because many users tend to lose interest if you don’t connect with them effectively. Now, let’s discuss how we can use display advertising to engage with these users in the middle of their decision-making process.
What’s our middle-of-funnel goal?
When you’re working on the middle part of your marketing strategy, the main aim is to bring more people to your website and get them interested. At this stage, you might also have smaller goals like getting people to download a white paper, use a checklist, explore a guide, or attend a webinar. These are perfect for users who want more info but aren’t quite ready to make a big commitment, like requesting a demo or a quote.
To see how well these efforts are doing, you’ll want to keep an eye on a few key metrics: how many people are clicking on your content (click-through rate or CTR), how engaged users are with your site, and the number of times people are completing those smaller goals (micro-conversions) you’ve set.
Audiences to consider for middle-of-funnel display ads
- Custom segments: Target your audience by including the keywords, URLs and apps your target market is using.
- Remarketing audiences: Target users who have previously engaged with your website as a whole or select portions of your website.
- Detailed demographics: Target users based on their unique demographics.
- Customer match lists: Upload a list of your marketing contacts that have completed micro-conversions like gated content on your website and target those users as they browse the internet.
What kind of messaging speaks to a user in the middle of the funnel?
If you’ve chatted with us before but haven’t quite taken the plunge to buy or connect with our team, we get it! You’re familiar with what we offer, but maybe you need that extra nudge. Our ads are here to remind you of the challenges you’re dealing with and show how our product/service can make things a whole lot easier for you. Let’s take that next step together!
Bottom-of-the-funnel marketing
Bottom-of-funnel marketing is all about guiding users who are almost ready to make a purchase or take that final step toward conversion. These are the folks who have probably explored your website, checked out important product or service pages, and might have even done a small action like signing up. Now, let’s dive into how we can use display advertising to specifically reach and connect with these potential customers who are close to sealing the deal.
What’s your bottom-of-funnel goal?
When you’re focusing on the final stages of your marketing efforts, the aim is to turn these users into potential customers for your sales team or actual buyers if you’re in the online shopping world.
To figure out how well these campaigns are doing, you’ll be looking at key things like how involved users are and, most importantly, whether they’re taking the desired action—whether that’s filling out a lead form or making a purchase in an online store.
Audiences to consider for bottom-of-funnel display ads
- Remarketing audiences: Target users who have previously engaged with your website as a whole or select portions of your website.
- Customer match lists: Upload a list of your marketing contacts that have completed micro-conversions like gated content on your website and target those users as they browse the internet.
What kind of messaging speaks to a user at the bottom of the funnel?
So, what makes us stand out from the crowd? When talking to folks who are ready to make a decision, think about what will make them pick us over everyone else. These users are exploring their options, so let’s highlight what makes us special in our ads. Share those unique things that make us the best choice!
Looking for help using display advertising to support your sales process?
Unlock the power of display advertising to boost your marketing and sales journey. Crafting a successful strategy involves tailoring your audience and messages to match your objectives. At Tap For Tech, we’re your go-to experts for creating a winning display advertising plan. Our team of certified Google Ads consultants, recognized as a Google Premier Partner, is geared up to assist you in reaching your goals.
Eager to kickstart your journey? Reach out to us online or give us a call at +91 6306470701 to chat with a strategist about our top-notch PPC management services!
