Something in your digital marketing presence is still missing.

You’ve focused on improving your business’s social media presence, building your brand’s reputation through online reviews and expanding your business’s reach through local search optimization. Remaining competitive in today’s digital landscape requires every marketing channel to be up and running and fully functional. 

If your business isn’t taking advantage of strategic paid advertising, specifically display and retargeting ads, you’re missing a large piece of an effective digital marketing strategy.

Display and retargeting ads are equally important, but they serve different functions.

This blog covers all the questions about display and retargeting ads you may have, and it highlights the benefits of utilizing these cost-effective advertising strategies for your local business.

What are Display Ads?

Display ads have enormous power in attracting consumer attention. The odds are that you’ve seen and interacted with display ads as a consumer yourself, even if you may not have realized it, so why not extend that exposure to your business?

Gaining customer attention is the beginning of the buyer’s journey, and display ads are a strategic step in this process. Display ads can keep your business at the top of customers’ minds, grow demand and put your business ahead of competitors.

Display ads are visible across hundreds of websites, the most notable being YouTube, Gmail and multiple Google platforms such as Maps and Shopping.

These ads are displayed alongside the web page an internet user is navigating. Whether it’s a banner ad across the top of the webpage or an integrated native ad, display ads are targeted and shown based on content and audience relevance.

The Benefits of Display Ads

There’s a lot of good news when it comes to including display ads as a part of your paid advertising plan. Here are a few points to take note of:

1. Potential customers who are searching and navigating the internet do not need to explicitly search for your business’s products and services to see your display ad. Instead, as we highlighted earlier, display ads have content and audience relevance standards that help determine if your ad will show.
   
   
2. Google automates and optimizes your business’s display ads to a format that best suits the webpage it will show on. This allows for improved and more efficient visibility of your business. Specifically, native ads work to seamlessly integrate into a website, making your ad a natural addition.
   
   
3. Display ads utilize geofencing tactics. By focusing on geographic local targeting, display ads can meet and create demand with promising customers who are nearby your business.
   
   
4. Impressions mean more than clicks! With display ads, the concern is gaining awareness rather than clicks. Because of this, your business can build its reach and bring down costs since impressions are cheaper than clicks.

What are Retargeting Ads?

With retargeting ads–also called remarketing ads–your business can grow its reach with relevant customers.

Retargeting methods first gather data to provide you with demographic information on the internet users who have visited your business’s website in the past. When users leave your site and continue to visit others, retargeting technology can serve retargeted ads for your products and services on the websites they are currently visiting.

Think of retargeting ads as hitchhiking ads that follow online users around the internet.

The Benefits of Retargeting Ads

Here are a few of the many reasons why retargeting ads should be part of your business’s advertising strategy:

1. Retargeting ads can remind your customers of what they were looking for. Customers typically don't leave your website or a product page due to lack of interest. In fact, most online users who initially visit your business's website are not ready to make a purchase right away. Retargeting allows them to see your product again, no matter what platform they are on, and potentially revisit your site to finalize a purchase.
   
   
2. Retargeting opportunities are available through hundreds of websites, whether that is YouTube, Facebook or Instagram. The benefit of retargeting via social media is especially noteworthy because it presents your business through a familiar, reliable and trustworthy source.
   
   
3. Retargeting ads are a cost-efficient way to complement and expand your current local search and paid advertising strategies.
   
   

Final Thoughts

There are numerous options to explore when establishing a paid advertising strategy. Display and retargeting ads, which we've discussed in this blog, can complement existing paid advertising plans or serve as effective strategies on their own.

To learn more about paid advertising with RevLocal, contact us for a free consultation. RevLocal is a full-service digital marketing agency specializing in creating personalized digital marketing solutions for small businesses and multi-location brands. Our digital marketing strategies are built to withstand rapidly changing online landscapes and offer your business maximum value.

View our other digital marketing services here.