Hello hello everyone!
I hope you're having a great time walking with me on this journey. I really hope you're learning as well as I am.
Today we will be talking about Display Advertising. This topic is a very interesting one because it is one that I have always questioned whenever I see ads on a website. I'm sure you have also questioned this as well whenever you see a lot of ads on websites you visit and today I will be explaining how they work and why they exist.
Think of display advertising as a digital billboard. If you live in Lagos, you'll see that there are a lot of billboards of different types and sizes, it's kind of similar, the difference is you see one on the road and the other is on your devices; digital.
Display advertising gives businesses the chance to pay for their ads to appear when the right kind of people is on the right kind of page. That is displaying ads to get their potential customers to see.
Using any form of digital way to advertise or market your business is good but it's great when you have reasons and set goals for what you want to achieve over time while using it.
A simple way to break down what you want to achieve with display advertising is, to think about the different steps of the customer journey like a funnel, this gives a clearer picture of who your customers are. This is explained in the photo below;
Summary of the four funnels; general awareness, business remembrance, interested prospective and conversion.
Now, we will look into ad networks. They are like middlemen between businesses that want to advertise on other websites and space ads that do these advertisements.
How do they work? Walk with me....
Let me first paint a scenario so you'll have a clearer understanding of the work ad networks do.
Let's say your want to run an ad on a website, you'll have to contact the site to work out the details, now have in mind that you're not the only business that is reaching out to them so they are probably receiving a lot of calls daily so your chances of getting picked are not very high. This already feels stressful to do right?
Situations like this are where Display Advertising Networks come in. Examples of these guys are; Google Display Network(let's call it GDN), yahoo, amongst others.
I'll explain how they work with an example.
Steph is the business owner of Flowers For Damsels and she wants to run display ads for her business. She uses the google display network tool for this. So, the tool contacts the website owner and gets all the information needed for Steph. Part of these details is the cost of showing ads on that website. Steph proceeds to bid for an ad space on the website and the bid is in her favour.
After she does this and her ad runs, GDN starts to help her target her specific audience in two ways; the topics on the web page Her ads appear and the general information about the people viewing the content. The GDN then gathers data from the advertising done and shares it with Steph, This data contains how many times her ads were shown, how many times they were clicked on, the total cost for running the ad and where her ads have been showing. With this data, she knows if she needs to put up her ads somewhere else or start engaging the prospective customers she has.
This is how the Display Advertising Network works. With constant tweaking and implementation, you're on your way to killing it at advertising your business to the world and getting your desired customers.
I hope this was very helpful.
Till the next post.
Franny.
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