Are you sure your business is reaching its widest possible audience online? Perhaps you should consider your advertising strategy.
Online display advertising is a popular way to promote your brand online. It can also drive traffic to your website and increase sales. But like any marketing strategy, it has its pros and cons.
Still, leading industry experts assert the value of online advertising. For that reason, it's in your best interest to learn everything you can about this key marketing technique.
That's where this article can be beneficial. Detailed below are some key pros and cons of online advertising. Keep reading to ensure you're making the most of this strategy.
Pros of Online Display Advertising
If you want to ensure your business is reaching its online audience, you need to be intentional. Proper ad marketing is about more than just posting blog articles and social media selfies.
Instead, be strategic with your online ads to ensure their effectiveness. After all, online advertising is expected to generate over $982 billion by 2025. Here are some benefits that your brand will experience as a result of successful campaigns.
Wide Reach
Online display advertising can help businesses reach a large audience through the internet. You may not reach these people through other advertising methods, such as print or radio.
Display ads exist on websites, social media platforms, and mobile apps. With so many people online all of the time now, you might as well focus your marketing efforts online.
Cost-Effective
Traditional advertising methods, such as television or print ads can be expensive. Plus, they may not reach the desired audience.
The targeted approach of online advertising, though, can help businesses save money. They do so by only showing ads to the people who are most likely to be interested in their products or services.
Plus, online advertising often has lower costs per impression or click than traditional advertising. This means that businesses can reach a larger audience for less money.
Targeted Advertising
Targeting demographics can lead to higher engagement and conversions. Display ads can target specific demographics, geographic locations, and interests. This makes them more effective at reaching the desired audience.
Geographic targeting, for instance, only shows ads to people in specific locations. To be specific, this might be a city or region where the business operates.
This can help businesses to reach their local customers more effectively. Interest targeting shows ads to people based on their online behavior, too. Overall, targeting in online display advertising allows businesses to show their ads to the right people, in the right place, and at the right time.
Measurable Results
Analytics tools can provide businesses with insights into the performance of their ads. This can include the number of impressions, clicks, and conversions. This information can be useful to perfect your social media ads, search engine ads, and more.
This data can help businesses identify which ads are performing well. Then, they can make adjustments to underperforming ads.
Tracking tools allow businesses to track user behavior after clicking on an ad, such as whether they made a purchase or filled out a form. This can help businesses measure the return on investment (ROI) of their advertising campaigns.
Cons of Online Display Advertising
Even with the above advantages of online advertising, there are some drawbacks to consider. That's why it can be so wise to hire experts who know how to handle these strategies on your behalf.
They'll have the knowledge and experience to create effective campaigns. They also stay up-to-date with the latest trends and best practices in the industry. Let's take a look at some of the cons of trying to handle online display advertising on your own.
Ad Blockers
Many users install ad blockers, which can prevent online display ads from being seen. Ad blockers are browser extensions or software that remove or hide display ads from websites. They do this by identifying and blocking the code used to display ads on a website.
Ad blockers have become increasingly popular in recent years. This is especially true as users seek to have a more streamlined and less cluttered online experience. Ad blockers can negatively impact businesses that rely on online display advertising to reach their customers.
While some users choose to install ad blockers to avoid ads, businesses can counteract this. This is possible by creating more engaging and relevant ads that users are less likely to block.
Banner Blindness
Banner blindness is a phenomenon where users have become accustomed to seeing display ads on websites. As a result, they've learned to ignore them. This is particularly true for ads that are poorly designed or not relevant to the user's interests.
To combat this, businesses can create more engaging and relevant ads that are less likely to be ignored. They can also experiment with different ad formats and placements to increase visibility and engagement.
Ad Fatigue
Some users may become tired of seeing the same ads repeatedly, leading to ad fatigue. Ad fatigue is a phenomenon where users have seen the same ad multiple times. This can lead to reduced engagement and a negative perception of the brand.
Instead, businesses can create multiple versions of their ads. Then, they can rotate them regularly to keep them fresh and engaging. Another strategy is to use frequency capping, which limits the number of times an ad is shown to a user.
Ad Fraud
Another concern to consider is the potential for ad fraud. Examples include click fraud or impression fraud.
Click fraud is when someone artificially generates clicks on an ad. This is done through either bots or manual clicking. The purpose is to drain the advertiser's budget or damage their reputation.
Impression fraud is when someone artificially inflates the number of impressions an ad receives. This is used to make it seem like the ad is receiving more exposure than it is. So, work with experts to prevent the likelihood of fraud affecting your ad campaigns.
Invest in Online Display Advertising
Now that you know more about online display advertising, it's time to take action. You're prepared to take advantage of the above pros and cons so that your strategy can be most effective.
Still, you don't have to navigate your digital marketing plan alone. Our team of experts is here to help. Learn more about the online advertising channels we can help you optimize.