4 simple display advertising strategies to boost ROI

5/31/21
Display Advertising

Thought you could get away with leaving display advertising out of your digital marketing plan?

Let us paint you a picture.

In a world where brands compete for attention online, 98% of shoppers will forget about you. The average customer path to purchase for eCommerce brands has 56 touchpoints.

There are more than 4.72 billion internet users around the world today, and the Google and Adroll Display Networks reach 90% of them.

Still listening?

Whether your goal is brand building, generating leads or driving sales, display advertising is a power player in any omnichannel marketing plan.

Let's get into the nitty gritty.

Here, we take a look at four different audience attraction strategies and how to make them work for your business.

What is display advertising?

Display advertising is a way of attracting audiences to take a specific action, whether that's clicking through to a specified landing page or making a purchase. With the right combination of strategy, audience targeting and eye-catching creative, display ads help move audiences through the funnel to generate results.

Display ads usually consist of text, image, animated assets, or video to attract the users attention. These ads appear on a network of websites for the purpose of attracting your audience's attention.

Most display advertising campaigns are charged on a cost per click (CPC) basis, meaning you're only charged when a user clicks your ad. Display ads give marketers access to high reach, diversity in creative, advanced audience targeting options and state-of-the-art measurability.

Marketers can track the clicks and actions on their website from any display advertising campaign using Google Analytics, taking the guesswork out of campaign reporting and planning.

Display advertising strategies

Now that you know the basics, let's take a look at how you can laser focus your efforts online and ramp up your website traffic, lead generation or online revenue.

1. Brand Awareness

Get your brand noticed online with eye-catching digital display ads across a large network of sites.

Like any brand awareness campaign, the first thing to consider is your audience. Who are they, and where do they hang out online?

When planning a brand awareness display campaign, there are a few different ways to target your audience:

  • Location & demographic: Based on where your customers live and their current financial, education and relationship status.
  • Contextual: Reach customers while they're browsing websites related to your industry.
  • Lookalike: Target users who behave similarly to your existing website visitors.
  • In-market: Laser focus in on customers based on what they are actively researching or planning.

Both the Google and Adroll Display Networks offer robust audience targeting options so that you can reach the right customer when they're at their most receptive.

2. Retargeting

Do you know where your customers go once they leave your site? You don't have to. Google and Adroll take the guesswork out of reaching your customers, helping to create a cohesive brand journey at every step of the funnel.

Stay top of mind by reconnecting with customers after they've visited your site. A dream for modern marketers, display retargeting offers brands a chance to win back site abandoners and recapture their attention with targeted messaging across web and social.

Provide customers with relevant retargeting experiences by making use of enhanced audience targeting features:

  • All website visitors: Retarget each and every website visitor after they leave your website.
  • Specific pages: Target users who visited a specific page on your site with relevant content.

Identifying your audience and targeting them with the right messaging lies at the core of omnichannel marketing, creating a consistent brand experience for your customers online.

3. Abandoned Cart Recovery

It's estimated that ~70% of customers will abandon ship once a checkout has been initiated.

Many brands choose to adopt abandoned cart recovery into their email marketing strategy, but there are limitations to this strategy—emails only trigger once the customer enters their email address.

Display campaigns are able to reach customers who abandon their cart Customers who see a combination of both email and display ads are 2x more likely to convert after cart abandonment.

Curb cart abandonment and compliment your email marketing efforts with relevant messaging with display ads across websites and social.

Related: Email marketing for your online store

4. Customer Loyalty

The secret recipe to rapid growth? Retention. The trick? Create personalised, meaningful experiences for your customers that keep your brand top of mind, after they've made their first purchase.

The conversion rate of marketing to an existing customer is 60-70%. It also costs five times more to acquire new customers than to retain them. When your customer loves

So, how do you make your customers fall in love with you in an over-crowded digital space where competition for customer attention is fierce?

That's easy.

Make sure each and every touch point is as relevant as possible by including personalised recommendations and upsells in your display ads to help your customer reach what they need quicker.

Even your most loyal customers get distracted and you risk losing them to a competitor. Keep them on the VIP list by making sure to let them know you know them with a personalised experience across all devices.

Keen to hear more?

Our in-house digital display advertising experts have seen ROI as high as $40 for every $1 spent with display advertising. Want to know how it's done? Get in touch.

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