How Display Advertising Can Help Grow Your Business

Remarketing is a powerful technique in display advertising that allows you to target users who have previously interacted with your website or shown interest in your products or services. By utilizing remarketing strategies, you can reach these warm leads and remind them of your brand, increasing the chances of conversion. Remarketing ads can be highly effective in driving sales and nurturing customer relationships, as they provide a personalized touch that resonates with your target audience.

Display Advertising Best Practices

To optimize your display advertising campaigns, consider implementing these best practices:

  1. Compelling and Engaging Creative: Create visually appealing ads that catch the attention of your target audience. Use captivating images, clear messaging, and persuasive calls to action to encourage users to click and engage with your ads.
  2. Responsive Design: Ensure that your display ads are optimized for various devices and screen sizes. Responsive design allows your ads to adapt seamlessly to different platforms, ensuring a consistent and engaging user experience.
  3. Landing Page Optimization: Pair your display ads with optimized landing pages that align with the ad’s message and offer. Provide a clear value proposition, concise information, and a seamless user journey to maximize conversions.
  4. Ad Placement and Contextual Targeting: Select relevant websites and platforms for ad placement to ensure that your ads are displayed in environments that align with your target audience’s interests and preferences. Contextual targeting helps you reach users who are browsing content related to your products or services.
  5. Monitor and Adjust Frequency: Control the frequency of your ad display to avoid ad fatigue or overwhelming users. Monitoring ad frequency helps strike a balance between visibility and user experience, ensuring that your ads are seen without becoming intrusive.
Measuring the Success of Your Display Advertising Campaigns

To gauge the success of your display advertising campaigns, focus on key performance indicators (KPIs) such as:

  1. Impressions: The number of times your ad was shown to users.
  2. Click-Through Rate (CTR): The percentage of users who clicked on your ad after seeing it. A higher CTR indicates strong ad performance.
  3. Conversion Rate: The percentage of users who completed a desired action, such as making a purchase or filling out a form. It measures the effectiveness of your ads in driving desired outcomes.
  4. Return on Ad Spend (ROAS): A metric that calculates the revenue generated in relation to the amount spent on advertising. ROAS helps assess the profitability of your campaigns.
  5. View-Through Conversions: The number of conversions that occur when a user sees, but does not click on, your ad and converts later. This metric provides insights into the influence of your display ads on user behavior.
Ad Formats for Display Advertising

Display advertising offers various ad formats to choose from, depending on your campaign goals and target audience. Here are some popular ad formats commonly used in display advertising:

  1. Static Images: These are traditional display ads that consist of a single static image. They are effective in delivering a clear message and can be designed to match your brand’s visual identity.
  2. Animated GIFs: Animated GIFs add motion to your ads, catching users’ attention and conveying messages in a more engaging way. They can be used to showcase product features, demonstrate usage, or create eye-catching visuals.
  3. HTML5 Ads: HTML5 ads are interactive and dynamic, allowing for more engaging experiences. They can include animations, videos, clickable elements, and other interactive features that encourage user interaction.
  4. Video Ads: Video ads are increasingly popular in display advertising. They can be placed within websites or run as pre-roll or mid-roll ads on video platforms. Video ads are effective in capturing attention and conveying complex messages in an engaging format.
  5. Native Ads: Native ads blend seamlessly with the surrounding content, providing a more organic user experience. They match the visual style and format of the platform or website, making them less intrusive and more likely to be clicked on by users.
Retargeting Strategies in Display Advertising

Retargeting, also known as remarketing, is a powerful strategy in display advertising that allows you to target users who have previously interacted with your brand or website. It aims to re-engage these users and bring them back into the conversion funnel. Here are some retargeting strategies to consider:

  1. Site Retargeting: Show ads to users who have previously visited your website. This strategy helps reinforce brand awareness and encourages users to return and complete a desired action.
  2. Search Retargeting: Target users based on their search behavior. This involves displaying ads to users who have searched for specific keywords related to your products or services, even if they haven’t visited your website before.
  3. Dynamic Retargeting: Personalize your ads by showing users the specific products or services they have previously viewed on your website. This strategy helps remind users of their previous interest and encourages them to make a purchase.
  4. Cross-Channel Retargeting: Extend your retargeting efforts beyond display advertising by targeting users across multiple channels, such as social media platforms, email marketing, and search engine ads. Consistent messaging across channels reinforces brand recognition and increases the likelihood of conversion.
Optimizing Display Advertising for Mobile Devices

As mobile usage continues to grow, optimizing your display advertising for mobile devices is crucial. Here are some tips for mobile optimization:

  1. Responsive Design: Ensure that your display ads and landing pages are designed to be mobile-responsive. This means they automatically adjust and display properly on various screen sizes and orientations.
  2. Short and Engaging Messages: Mobile users have shorter attention spans, so make sure your ad messages are concise, compelling, and easy to digest. Focus on capturing attention and conveying the key value proposition quickly.
  3. Mobile-Friendly Landing Pages: Optimize your landing pages for mobile devices by making them fast-loading, easy to navigate, and visually appealing. Ensure that any forms or checkout processes are mobile-friendly and hassle-free.
  4. Location-Based Targeting: Leverage location-based targeting to reach mobile users in specific geographic areas. This can be particularly effective for local businesses or campaigns targeting users in specific regions.
Pros & Cons Of Display Marketing

Here’s a comparison table highlighting the pros and cons of display advertising:

Pros of Display AdvertisingCons of Display Advertising
Wide Audience ReachAd Blockers and Banner Blindness
Increased Brand AwarenessAd Fatigue
Targeted AudienceHigh Competition
Diverse Ad FormatsPotential for Ad Fraud
Remarketing OpportunitiesCostly for High-Impact Placements
Visual ImpactLimited Ad Space
Measurable ResultsViewability and Ad Quality Issues
Flexibility and CreativityAd Viewability Concerns
Effective for RetargetingAd Blocking Challenges

It’s important to note that the pros and cons can vary based on specific campaign goals, target audience, and industry. Evaluating these factors will help you make informed decisions when incorporating display advertising into your overall marketing strategy.

Sample 1-Month Display Advertising Calendar

Here’s a sample 1-month display advertising calendar to help you plan your campaigns:

Month: September 2023

DateAd FormatPlatformTarget AudienceCampaign Goal
Sept 1Static ImageFacebook AdsAge: 25-34, Gender: FemaleBrand Awareness
Sept 7Video AdYouTubeInterests: Fitness & WellnessProduct Launch
Sept 12Native AdOnline News SiteLocation: New YorkLead Generation
Sept 16Animated GIFInstagram StoriesAge: 18-24, Gender: MaleFlash Sale
Sept 21Static ImageFashion BlogDemographics: Fashion EnthusiastsInfluencer Collaboration
Sept 25HTML5 AdNiche WebsiteContextual Targeting: TechNew Feature Announcement
Sept 28Video AdVideo StreamingAge: 35-44, Gender: MaleBrand Storytelling

Note: This is just a sample calendar to give you an idea of how you can plan your display advertising campaigns for a month. Make sure to customize the ad formats, platforms, target audience, and goals based on your specific business and marketing objectives.

Remember to continuously monitor and optimize your campaigns based on performance metrics and audience feedback. Also, stay up-to-date with platform policies and guidelines to ensure compliance and maximize the effectiveness of your display advertising efforts.


Here are some frequently asked questions (FAQs) about display advertising:

Q: What is display advertising?
A: Display advertising is a form of online advertising that utilizes visually appealing ads, such as images, videos, and animations, to promote products or services. These ads are typically displayed on websites, social media platforms, and other digital channels.

Q: How does display advertising differ from other types of online advertising?
A: Display advertising primarily focuses on visual elements to capture users’ attention, whereas other forms of online advertising, such as search engine marketing, rely more on text-based ads. Display advertising offers more flexibility in terms of creative design and can be used for brand awareness, remarketing, and targeting specific audience segments.

Q: How can display advertising benefit my business?
A: Display advertising offers several benefits, including increased brand awareness, reaching a wider audience, driving website traffic, and boosting sales and conversions. It allows businesses to showcase their products or services through visually engaging ads and target specific audiences based on demographics, interests, and behavior.

Q: How do I target the right audience with display advertising?
A: To target the right audience, you can utilize various targeting options offered by display advertising platforms. These options include demographic targeting (age, gender, location), interest-based targeting, contextual targeting (based on the content of websites), and remarketing (targeting users who have previously interacted with your brand or website).

Q: How can I measure the effectiveness of my display advertising campaigns?
A: Measuring the effectiveness of display advertising involves tracking key performance indicators (KPIs) such as impressions, click-through rates (CTR), conversions, and return on investment (ROI). Utilize analytics tools provided by the advertising platforms to gather data and analyze the performance of your campaigns.

Q: Should I use static images or animated ads for display advertising?
A: The choice between static images and animated ads depends on your campaign objectives, target audience, and the message you want to convey. Static images are effective for clear and concise messaging, while animated ads can grab attention and tell a more engaging story. Consider testing different formats to see which resonates best with your audience.

Q: How much should I budget for display advertising?
A: Budgeting for display advertising depends on various factors, including your overall marketing budget, campaign goals, and industry benchmarks. Start by determining how much you can afford to spend and allocate funds accordingly. It’s advisable to monitor campaign performance and make adjustments to the budget as needed.

Q: Can I run display advertising campaigns on mobile devices?
A: Yes, display advertising can be targeted specifically to mobile devices. With the increasing use of smartphones and tablets, optimizing your display ads for mobile is crucial. Ensure that your ads are responsive and designed to fit different screen sizes and orientations for an optimal user experience.

Q: How long does it take to see results from display advertising?
A: The time it takes to see results from display advertising can vary depending on factors such as campaign goals, audience targeting, ad quality, and competition. While some results may be immediate, display advertising is often a long-term strategy that requires consistent optimization and monitoring to achieve desired outcomes.

Q: Are there any best practices for creating effective display ads?
A: Effective display ads should have clear messaging, compelling visuals, and a strong call to action. Keep the design clean and visually appealing, prioritize readability, and consider the placement of your ads on websites or platforms. Regularly test different ad variations to identify what resonates best with your audience.

Remember, display advertising is a dynamic and evolving field. Staying informed about the latest trends, technologies, and best practices will help you optimize your campaigns and achieve better results.


Display advertising is a powerful tool for businesses of all sizes. It can help you reach a wide audience, increase brand awareness, and drive more sales. By following the tips in this article, you can get the most out of your display advertising campaigns and grow your business.

If you need help with your display advertising campaigns, contact AS6 Digital Agency. We’ll work with you to create a customized strategy that meets your goals and helps you reach your target audience.


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About Amoi Blake-Amaro

Media graduate with a concentration in advertising from Oral Roberts University. Having worked with a diverse range of clients, from entertainment to e-commerce, coaching to health, I've learned the importance of creating custom solutions that reflect each client's unique brand and effectively communicate their message to their target audience.
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Are you a small business owner?

I am passionate about helping small businesses grow. Are you ready to increase your website traffic?