Over time, many myths have surfaced regarding display advertising and its effectiveness for small- and medium-sized businesses (SMBs). Some think that it is hard, if not impossible, to track ROI from display ads. Others think that display ads are only for big advertisers with large marketing budgets, making search engine marketing a better alternative.
Are these common myths holding you back from enjoying the benefits of targeted display advertising? The truth is that display advertising has made significant improvements and can now offer advantages to those SMBs that include display ads as part of their marketing mix.
Use Targeted Display Advertising to Boost Results
One of the most popular myths about display advertising is that it does not deliver results in the same way that search engine marketing does, making it a less worthwhile investment for SMBs with limited budgets. However, new data-driven targeting abilities have increased the accuracy and effectiveness of display ads.
When developing a display ad campaign, you can use a variety of targeting strategies:
- Content – Place your ads on sites that offer specific types of content.
- Demographic – Target ads to certain demographic groups.
- Behavioral – Target users based on their specific interests and actions they take online.
- Geographic – You can reach users based on their geographic location.
Display Advertising + Search Engine Marketing
Though search engine marketing certainly has stand-alone merits, businesses of all sizes can see a significant boost in campaign success by using targeted display advertising and search engine marketing side-by-side. In fact, research from companies like Yahoo! shows that running display ads alongside search efforts resulted in a lift in both campaigns.
The USA TODAY NETWORK in Nashville, TN helps businesses of all sizes connect with their customers through targeted display advertising and effective search engine marketing. For more information about how we can help your company get more leads with display ads, contact us today.