Introducing Display Advertising

Discover the essentials of display advertising and how it can benefit your business. This video covers what display ads are, how they differ from search ads, and their role in building brand awareness and driving mid-funnel engagement. Learn what makes a great display ad, from crafting compelling CTAs to designing conversion-friendly landing pages and creating eye-catching, size-optimized visuals. We’ll also explore key metrics to track performance and introduce Dealfront’s Promote tool to help you reach your ideal B2B audience.

Video Transcript

Welcome! In this video, we'll dive into display advertising, how it can benefit your business, and what makes a great display ad. Let’s get started!

First, what exactly is display advertising? Simply put, it’s a type of digital marketing where visual ads, like images or videos, promote a product or service on websites or apps.

Display ads can look similar to traditional print ads in magazines or newspapers. They come in a variety of sizes, and importantly, they have a clear call-to-action, inviting users to click and learn more.

Now, let’s look at the difference between display and search ads. Search ads use a ‘pull’ approach, where users actively search for something, and relevant ads are served back to them. Display ads, on the other hand, use a ‘push’ approach. These ads target users who might not be actively searching but are selected based on interests, recent browsing activity, or profile criteria. For example, a remarketing campaign can show ads to people who previously visited your website.

Why use display advertising? Display ads are great for building brand awareness at the top of the sales funnel. They help attract users who might not be actively searching for your product but are intrigued enough to click through. Display ads are also valuable for mid-funnel support, especially in remarketing campaigns, reminding visitors of your brand, therefore helping to keep your product or company on the top of their minds.

So what makes a good display ad?

A good display ad starts with a strong call-to-action, or CTA. This encourages users to take the next step. It should be clear, actionable, and relevant, like ‘Order here’ or ‘Click for a free trial’. A good CTA can make all the difference in getting conversions.

Next is your landing page. Ideally, your display ad should link to a landing page designed to convert visitors. The landing page should match the look and message of the ad—keeping it visually and contextually consistent. If the ad says ‘Order here,’ the landing page should make it easy for users to do just that.

Ad copy is also crucial. In a small space, your copy should be clear and engaging, with a strong headline, concise description, and the CTA. This is where having a skilled ad designer can really help.

And don’t forget ad size! Publishers often have specific size requirements. Knowing what sizes you need upfront will save time and ensure your ads look great across all placements.

After launching your ads, you’ll want to measure their performance. Key metrics include impressions—how many times the ad was shown—clicks, and click-through rate, which tells you the percentage of people interacting with your ad. Checking analytics on your landing page is also essential to see if visitors are spending time on the page and taking the actions you want.

Now that you understand the display advertising basics, consider how Dealfront’s Promote tool can help you reach your ideal B2B audience. To learn more, check out our video on using Promote for effective display advertising.

Thank you for watching! For more insights, visit Dealfront and discover how our tools can boost your digital advertising efforts.