A striking 91% of consumers prefer brands that understand their interests and provide relevant offers. Display ads have become a critical element of digital marketing, combining text, images, and clickable links to attract and engage audiences across the web.
The Google Display Network (GDN) reaches over 90% of internet users worldwide, appearing across more than 3 million websites and apps. While traditional banner ads have lower click-through rates (CTR), display ads excel in increasing brand awareness and reaching highly targeted audiences. Their cost-effective nature and real-time data tracking make them a powerful tool for businesses looking to scale.
This guide explores the role of display ads, their effectiveness, and best practices to maximize their potential. Whether launching your first campaign or refining an existing strategy, understanding display advertising will help you achieve better results.
Display advertising involves visual-based digital ads placed on websites, apps, and social media platforms. Unlike search ads, which appear based on user queries, display ads use audience targeting to position brand messaging before potential customers actively search for products or services.
The evolution of digital marketing has positioned display advertising as a core strategy for brand visibility and audience engagement. Businesses leverage ad networks and programmatic solutions to enhance targeting and budget efficiency.
Display ads enhance brand presence by maintaining visibility throughout a customer’s online journey. Industries like real estate and eCommerce benefit significantly, with CTRs exceeding 1% in some cases.
By leveraging audience targeting, businesses can attract high-quality leads. Custom affinity audiences and in-market segments help refine campaigns to reach users actively considering a purchase.
Compared to search advertising, display ads offer lower cost-per-click (CPC) rates, averaging AUD 0.96, making them an affordable option for businesses of all sizes. The cost-per-thousand impressions (CPM) model allows for budget-friendly brand awareness campaigns.
Sun Media has extensive experience managing Instagram advertising campaigns that drive measurable results.
Sun Media developed a targeted display ad campaign for Optical Superstore, focusing on increasing brand awareness and customer engagement. By utilizing responsive display ads and retargeting, the campaign resulted in:
HomeGuardian’s display ad strategy prioritized budget efficiency and targeted advertising. Sun Media implemented a multi-channel approach incorporating display and search advertising, leading to:
Display advertising remains a cost-effective and scalable way to increase brand visibility, generate leads, and improve ROI. Businesses that leverage smart audience targeting, optimized bidding, and real-time performance tracking can maximize the impact of their ad spend.
Sun Media has extensive experience in Google Ads and Meta advertising, helping businesses strategically allocate budgets and optimize ad performance. Want to refine your display advertising approach? Book a free consultation today.
How do display ads differ from search ads? Display ads proactively introduce brands to potential customers, while search ads respond to direct queries.
What is the average CPC for display advertising? The Google Display Network averages between AUD 0.76 and 3.06 per click.
How can businesses improve display ad ROI? Optimizing targeting, using AI-driven bidding, and continuously refining campaign performance can enhance ROI.
Why is retargeting important in display advertising? Retargeting keeps brands top-of-mind, increasing conversion rates by re-engaging users who previously interacted with your site.
What role does Sun Media play in display advertising success? Sun Media specializes in budget-efficient, data-driven Google Ads strategies to maximize engagement and ROI for businesses of all sizes.
With 23 years of experience in marketing for small businesses, medium enterprises, and national brands, Nicole brings a wealth of hands-on expertise. Her portfolio includes work with prominent brands such as Optical Superstore, Nutrition Warehouse, and Raine and Horne, as well as small to medium-sized businesses like Qld Bathroom Renovations and Gourmet Meals, where she has dedicated 8 years of service.
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