With the GDN reaching over 90% of websites, Display has the power to reach a lot of people – but our data-driven approach ensures we aren’t wasting budget and that we are getting your adverts in front of the right people at the right time.
We have a proven track record delivering solid Display advertising campaigns across the network. We’re used to dealing with budgets large and small and can work either with your own creative or create our own to ensure that your campaigns stand out and that you get great visibility.
Our Display Ads are a lot more than just an image displayed to users, they form part of an entire marketing funnel, a multi touchpoint campaign which can include image, video, text (PPC) and other marketing channels to deliver a completely holistic marketing strategy.
Content Reviewed By Amanda Walls, Director
Display Advertising is a marketing product which allows you to show images, text, video and interactive adverts to an audience on the internet. The audience that these adverts are shown to generally belong to a range of websites which sit within a network and you will usually pay display network operator to show your adverts to an audience across websites that they either own or have the ability to show advertisements on.
The Google Display Network is one of the biggest Display Networks in operation and currently covers around 90% of the internet, this means that if you are looking to get your brand or product in front of someone, then Display Advertising can be a great place to start as it can give you a lot of coverage and really get your product/service out there, to an audience who may never have heard of it, growing brand awareness.
Display Advertising can come in a number of different formats and it doesn’t have to be just the traditional text ads. Display Advertising done well is incredibly creative and stands out – making the viewer stand up and take note. Display Ads can come in a whole host of different formats including video, interactive and image/text – a mixture of these at a mixture of touchpoints can make for a really effective brand awareness campaign, but when done well they can also help to drive effective leads through to your website.
At Cedarwood, we understand that Display Advertising is so much more than just brand awareness and our approach to Display Advertising focuses around both lead generation and brand awareness to drive a really great omni-channel marketing approach for your brand. With a key focus in two areas, our approach to Display Advertising is:
Brand Awareness
When it comes to reach, Display Advertising is one of the most powerful ways to actually drive brand awareness, with such a huge reach across the web and costing options which are designed to promote awareness and visibility, when targeted correctly it’s a very powerful tool to get mass reach with your products and services.
Targeting is key with Display though, and if you aren’t careful you’ll end up spending £1,000 on a mobile app where you users had no interest in clicking on your website – that’s where we come in, we can help you to target your Display Ads effectively, ensuring that you are showing to the right audience and aren’t wasting any budget.
Driving Leads
The Display Network can drive leads very effectively and we have clients where we use Display to drive hundreds of high quality leads each month. Doing this effectively requires a really strong understanding of the client’s audience and the conversion funnel as well as interactives and creatives that really appeal to that given audience. It also helps to utilise features like Google’s ValueTrack Parameters to really understand how your audience is interacting to drive an improved CPA across the account.
Many agencies use Display as just a brand awareness tool, so being able to use it to convert and drive leads is a huge advantage and we often find ourselves doing this in industries where the competition haven’t even trialed it – giving our client a key advantage.
Google Display Network
The Google Display Network is one of the largest display networks available and a great way to build visibility across your brand and business. Our work with the GDN can drive both leads and visibility and involves the creation and implementation of a range of creatives from standard display ads right through to interactive ads and video. We can maximise your visiblity across the GDN and drive effective leads for your business.
Ad Creation
Ad creation is a very important part of Display Advertising and our experts are a dab hand at creating fantastic ads which will engage your audience and really help to sell your brand. We know a big part of Display Advertising is in the creative, so we will work with you and your audience to ensure we deliver an effective creative which will get you the visibility that you need.
Placements
Choosing the right placements is essential to success in Display Advertising and we will work with you to identify the right placements for your targeted market. We’ll also work to ensure we are excluding placements which aren’t relevant to your audience and this could include placements which relate to mobile apps and the like.
In-Market Audiences
We can work to target in-market audiences across the Display Network, that’s audiences that may already be in the market for your product or service. By narrowing and effectively targeting in this manner we can help to target users who are already within the conversion funnel and as a result of this might be more likely to convert.
Remarketing
Remarketing is a very powerful tool and as we know it takes multiple touchpoints for users to convert within a journey, this can play an important role within the conversion journey. Our Display Remarketing is designed to keep your product or service at front of mind consistently, helping users through the conversion journey and improving sales/leads.
Prospecting
Display Ads can also be used for prospecting – this can be to find a new audience. Our prospecting methods can work from utilising similar audiences through to identifying key topical areas or related websites where your audience might be – enabling you to find a potential whole new audience for your product or service.
Ecommerce
Helping Casa Bella Furniture to grow their presence as one of the UK’s leading suppliers of mango, indian wood & industrial furniture.
⚡️ 60% YOY Growth
⚡️ 42% Transaction Growth YOY
⚡️ 6.5% Conversion Rate Increase
Ecommerce
Growing Watches2U sales nationally and launching internationally into over 30 countries worldwide.
⚡️ 33 Countries Targeted
⚡️ 27% Increase In Sales
⚡️ 29% Conversion Rate Increase
Ecommerce
Growing an online presence to become one of the UK's leading independent garden furniture retailers.
⚡️ 100% Growth Over Two Year
⚡️ 1,050% ROAS
⚡️ 15% Decrease In CPC YOY
Lead Generation
Driving leads & lead quality through effective utilisation of PPC and Display Advertising across Google & Microsoft.
⚡️ 91% Increase In Qualified Leads
⚡️ 5% Reduction In CPA
⚡️ 126% Increase In Leads YOY
Choosing the right Display Advertising agency is important, especially if you are a stage where you are looking to launch a new product/service or you really want to improve your visibility – that’s where you need a company that has a proven track record delivering great results – and that’s where we can help.
Our experience in Display Advertising involves managing over £100,000 per month of Display spend for clients – so we know how to spend this budget effectively and drive an effective CPA. We have experience working with clients across a range of sectors including ecommerce, B2B & B2C so we know the differences between these sectors and how to get the most out of their advertising strategies, that makes us a safe pair of hands. We also know how to streamline efficiencies across a range of Display products including apps to ensure you aren’t wasting money.
Further to this, we are specialists – as a business we specialise only in SEO and PPC, so this means that our PPC department is very up to date when it comes to the latest trends and techniques across a wide range of products including Display Advertising. We are also a Google Partner, so we have access to the latest information, products and updates as part of this to really deliver your Display Advertising needs.
Don’t just take our word for it – Google & Microsoft have bestowed their trust on us as part of their respective partner programmes!
To be a Google Partner we need to adhere to the following criteria:
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The Display Advertising Network is a network of websites which allow video, interactive or image content to be placed upon them and linked, with the purpose of showing an advert for another website, business or service. The network is similar to a traditional advertising network, but online, in general websites who host the adverts will be paid a certain amount to do so, based on impressions or clicks and this amount will be paid by the advertiser through an intermediary.
Display Advertising has grown in popularity in recent years, specifically among people who are looking to launch a new product or service, or simply grow visibility for this. It’s also a popular option for people who are looking to include additional touchpoints into their user journey and help to push users back into the funnel (Display Remarketing) is a very popular option for this and can often be used as a standalone form of advertising in this instance.
The Google Display Network is one of the larger display networks available and currently covers around 2 million websites, videos and apps which reaches around 90% of users worldwide. The Google Display Network or GDN as it is more commonly known is a popular option for users due to its ease of use and significant reach, allowing users to get up and running quite quickly and having a plethora of options to choose from when it comes to targeting effectively.
The GDN allows you to target by a range of options including contextual targeting (keywords and topics), remarketing (users that have already been on your website and/or undertaken a specific action), particular audiences or also to users in particular locations. The granularity means that you can be quite targeted with your display advertising, which is great if you already have a specific target audience in mind.
Your Display Ads have the option to show right across the Display network and can appear on a range of websites, devices and apps unless you stipulate that you don’t want them to by adding negative placements. As an agency we regularly review Display placements to observe if there are any which we feel are inappropriate for our clients, but keeping on top of placements is also essential to removing low performance placements and getting the best efficiency out of the overall network.
It’s worth bearing in mind that the Display Network is vast, so if there are particular areas where you would prefer your ads not to show for particular reasons then reviewing the Placement report and identifying these within an exclusions list will help to ensure that your ads only show where they should be.
Display Advertisements can include almost anything that you want from imagery through to text, video, interactivity – but it’s important to remember that this ad is designed to make you stand out while also keeping in line with brand recommendations, so it’s important to have a clear branding document or at least tone of voice for how you want your display ads to come across and what you want them to achieve.
Too much text can be heavy for the reader, but on the flipside if you don’t include enough text it could be hard for the reader to understand what you are trying to advertise and you could pull through a range of irrelevant clicks – so it’s important to find a balance here. Interactive ads can also be a great option as they can attract the users attention on the page and this can help them to be more engaged with your advertising and your brand.
Display Ads can come in a range of different sizes and shapes and the size/shape you choose may depend on your audience and also what you want to include in the ad. Google gives some great guidance here as to the different types of specifications that you display ads should adhere to in order to fit onto the various pages across the display network, but you can also choose Responsive Display Ads which are a great option if you only have limited assets – in this instance you can provide the assets to Google and Google will automatically resize and update the assets to fit into different sizes/shapes as the websites require.
There are a number of different types of display ads that you can roll out on the display network, these include:
Animated Ads are a great way to catch a user’s attention and can be rolled out across the display network. In general these ads can be built within HTML5 and as long as you adhere to Google’s basic requirements for using HTML5 ads (which are quite straightforward) you can get started with this almost immediately. You can also build animated ads within Google’s AMP program (accelerated mobile pages) – these tend to load faster than regular ads which make them a popular option if you are advertising on mobile devices
Non-Animated Ads or static ads are generally image ads or a mixture of image and text ads which are displayed across the display network. These ads generally fall into three categories – square and rectangle, skyscraper and leaderboard, there are also mobile options for the non-animated ads. Within these three categories there are a range of different sizes that you can choose from depending on the website where you are displaying the ad.
Display Advertising can be measured through Google Analytics, but we’d recommend that you use multiple attribution funnels to understand display advertising as it doesn’t always come at the start or end of the funnel so it can be easily missed in the middle and the value of the display campaign can be quickly lost.
Multi-channel attribution within Google Analytics is a good way to do this and also the Model Comparison Tool can add value here. By splitting out Display and understanding how its contributing to the larger picture of also adding brand awareness, you will be able to get the maximum value from your display campaigns.
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