Digital Marketing—Search Engines and Social Media
Capture massive audience attention with dynamic visuals, and begin building a clearer picture of your business aesthetic
Display Ads refer to pop-up banner ads, often displayed in sidebars or website footers. The sizing and pricing for ads vary, but as a main differential to PPC, Display Ads most often charge based on the number of views—rather than the number of clicks.
These ads can be used in a number of ways. They are intuitively useful as a vehicle for short messaging, showcasing new products, or for raising brand awareness. Display ads are extremely popular for political campaigns, as it is a well-documented fact that voters prefer candidates whose names and faces are more familiar. Display ads would also be a good option for an emerging brand—a new coffee shop would be wise to place display ads in front of local audiences searching for Starbucks, Peet’s, or latte machines.
Display ads can also include re-targeting customers to encourage their purchase. If a customer browses Apple’s online store to check out the newest smartphone but demurs purchasing for a later date, display banners of the same phone will begin popping up with a much higher frequency.
Beyond the obvious benefit of persuading consumers, display ad metrics provide businesses with extremely valuable information, and are an excellent opportunity for conducting A/B Testing—rather, identifying design or messaging choices that resonate with the desired audience. Returning to the coffee shop example: are audiences more interested in an ad depicting a latte, or cup of black coffee? Do they like the ad better with an attractive model? What about adding a pun into the headline?
As the visually creative platform for search engine marketing, Display Ads exist as the natural marriage between data analytics and creative branding.
CASE STUDY: 10TH & M SEAFOODS
Walsh|Sheppard organized a six-week digital campaign for 10th & M Seafoods that targeted audiences within Alaska and the greater United States. Using social media marketing, search engine optimization, and digital ads, our combined digital advertisements netted an 809% return on investment—as measured purely through online orders.
During the campaign, 85% of website visitors were new customers. It is highly likely that a portion of phone and walk-in orders can be attributed to impressions created via online media channels. It is also likely that sales driven by indirect marketing (word of mouth recommendations between customers) occurred at a significant rate. 10th & M Seafoods also increased their social media followers by 11.45% as an indirect campaign benefit.