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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!