Display advertising has lower average click-through than many other forms of online marketing, and many people use technology to block these types of ads from even showing up. So is there any point to investing in display advertising for your home improvement business?
Absolutely. You just have to know how to choose the right formats and create ads that resonate with your target audience.
What is display advertising?
Display advertising refers to online ads that combine text and images (and sometimes video). Display ads date back to the 1990s, when banner ads that appeared in the headers, footers, and sidebars of websites were the kings of online advertising.
Today, those types of ads are typically less effective than they once were because internet users are desensitized to them. People often don’t even notice the ads or use ad blocking software to get rid of them.
A few tips for using display advertising in home improvement marketing
That doesn’t mean display advertising is dead. The majority of people still say they will click on a quality ad that’s relevant to them.
You simply have to know what the current trends are and how to use this type of advertising to the benefit of your home improvement marketing campaigns. Here are a few tips for doing so.
- Try display ads where you can do so natively. Native ads are those that appear as if they’re part of the organic content on a platform. Display ads on Facebook, Instagram, Snapchat, and other social networks are great examples of native advertising.One benefit of native advertising is that it doesn’t interrupt the user experience, making it less annoying and, as a result, potentially more trustworthy.
- Make the most of display ads when you use them by including eye-catching images of your products.
- Use Google’s ad network for display ads outside of social networks. According to Google, its network reaches 90 percent of internet sites, and since it’s relatively easy to use, it’s often one of the best ways to expand your ad audience.