How Display Ads Affect the Consumer’s Journey
When you ask most clients about their goals, the answer is usually more sales, more leads, more customers, etc. PPC and Facebook do a great job of generating leads, but how does display fit into the picture? How does display affect the sales cycle? And how do we prove its effectiveness when we can’t always directly attribute conversions to display campaigns?
In general, clicks and leads should not be the metric you focus on when evaluating a contextual display campaign. Display ads are your target audience’s first impression and should be used to increase reach, brand awareness, and recognition. They’re also the first step in building trust and positive brand perceptions.
Campaigns that include both search and display get an average of 22% more conversions compared to search only campaigns. Consumers exposed to your ads are also more likely to recall your brand later in their sales journey and search for it, leading to a higher likelihood they’ll click on a PPC ad.
From brand awareness to making a purchase to advocacy, the Consumer Journey is a complicated one. Every form of digital advertising plays a unique role in the journey and shouldn’t be ignored. That includes display!
Curious about what a display strategy can do for you and your business? Contact us today and let’s talk about how we can help!
Related Posts
Creating an Effective PPC Landing Page
In the ever-changing world of digital marketing, crafting an effective PPC landing page is a crucial strategy that helps bridge the gap between the initial click on the ad and converting that visitor into a […]
Read Article ›
Unlocking the Power of Branding: Elevate Your Company with a Captivating Logo
In today’s competitive business landscape, the power of branding extends far beyond a mere marketing strategy—it is the heartbeat of your company. A brand is the emotional connection between your business and your audience, and […]
Read Article ›
Why Online Reputation Management Is Crucial for Your Business
Your online reputation can make or break your business. The internet has empowered consumers to research and make informed decisions like never before. Whether you’re a small local business or a global corporation, online reputation […]
Read Article ›
The Impact of AI on PPC
Artificial intelligence (AI) has been steadily making its way into the core of advertising platforms for decades. Fast forward nearly 20 years after the launch of Google Ads and it’s evident that businesses and advertisers […]
Read Article ›
Overcoming PPC Ad Fatigue
Although long-running evergreen campaigns are known to produce consistent month-over-month results, it’s not at all uncommon to find diminishing click-through rates as ad fatigue begins to set in. Most marketers will tell you that identifying […]
Read Article ›
Dynamic Search Ads: Life In The Fast Lane
Google Ads first introduced Dynamic Search Ads (DSAs) in 2011 with the goal of providing a more efficient method of serving search ads. Rather than having to manually select keywords and write ad copy, DSAs […]
Read Article ›
The Power of Responding to Reviews
In today’s digital age, online reviews have become an integral part of our decision-making process. Whether we’re choosing a restaurant, booking a hotel, or purchasing a product, we rely on the experiences and opinions shared […]
Read Article ›
To Pin Headlines, Or Not To Pin, That Is The Question
Google Ads introduced responsive search ads (RSAs) in early 2019 as a way to serve ads more efficiently through the process of automation. By including up to 15 headlines and 4 descriptions in each ad, […]
Read Article ›
THE POWER OF PROMOTIONAL PRODUCTS
In the competitive world of business, establishing a strong brand identity and fostering customer loyalty are vital for long-term success. While there are many ways to achieve these goals, one particularly effective approach is leveraging […]
Read Article ›