Ebook: Understanding Targeted Display Advertising for B2B

Need a starting point or “101 lesson” on the different types of ad targeting available today? Looking for more ways to get your brand in front of your most important audience? This ebook is perfect for both!

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Display Ads

Digital display advertising refers to the graphic advertising often found on social media, websites, and apps. This graphic advertising typically comes in the form of banners, images, text, video, flash, and audio. The main goal of digital advertising is to expose site visitors to brand messages and general advertisements for the ultimate objective of increasing sales.

Display ads are the banner ads you will see on any platforms that support advertising. The most common dimensions for display ads on the computer include 300 x 250, 336 x 280, 728 x 90, 300 x 600, 160 x 600, 970 x 90, 468 x 60, 250 x 250, and 200 x 200. The typical dimensions for mobile display ads are 300 x 250, 320 x 50, 320 x 100, 250 x 250, and 200 x 200. There are many different types of display ads, and each type is most optimal for a different purpose.

Many B2B marketing teams use display ads as a part of their overall digital marketing strategy. B2B marketers often use display advertising to run a constant campaign for repeated exposure. However, display advertising is an optimal tactic for more than just brand awareness. Display advertising also increases conversions, helps speed up the sales cycle, and even informs stakeholders. The key is that display advertising must be strategically incorporated into a marketing campaign for the best results.

If you want to run a display advertising campaign, you need to use a technology like the Google Display Network (GDN) or the Terminus targeted advertising platform. Read the recommended ebook at the top of this page to learn more about how to do display advertising and the benefits of display advertising.

Google Ads

Google display ads are shown to users on over 2 million websites, applications, and videos. Unlike the traditional Google search ads, the Google display ads are part of the GDN. Google search ads refer to the advertisements that appear in the search results, usually at the top of the page. On the other hand, Google display ads are advertisements that show up on websites and applications partnered with Google through the GDN.

If you’re unsure about the GDN meaning, GDN is the network of all the websites and applications that have partnered with Google. Currently, Google has formed agreements with millions of different websites and applications. Google is permitted to advertise on these platforms. In exchange, these platforms receive revenue as a form of compensation. The GDN is where you can expect your display ads to show up on the Internet.

Google display ads is an option for programmatic advertising, which is an automated method of purchasing advertising space. Programmatic advertising isn’t an advertisement network. Instead, programmatic advertising uses algorithm-based technology to quickly achieve optimal ad placement at the best price. Not only is programmatic advertising more efficient, but it also makes more targeted and sophisticated campaigns possible for B2B businesses. There is no middleman for programmatic advertising. Instead, the ad placements are purchased and sold on ad exchanges.

The different types of Google ads are remarketing, target by website placement, target by interest, contextual targeting, and topic targeting. Remarketing is a tactic that allows you to reconnect with users who visited your website in the past. Target by website placement is an option that allows you to handpick the websites you want your display ads to show up on. Target by interest is an option that enables you to target visitors based on different interest categories. Contextual targeting uses keywords to identify websites on which to place your ads. Finally, topic targeting allows you to select the topics of the web pages on which you want your ads to show up on.

Some of the characteristics that the best ads on the Google ads network have in common are a call-to-action, bold text, and eye-catching colors. The best Google display ads come in a number of Google display ad sizes, Google display ad sizes 2019, Google display ad specs, Google ad formats, Google display ad formats, Google ad sizes 2019, Google ad sizes 2020, Google display ad formats, and Google display ad sizes 2020. The best ads have Google responsive display ad specs and Google responsive display ads sizes for mobile users.

If you want to learn how to set up Google display ads, how to optimize Google display ads, and how to set up Google display ads 2019, you should refer to Google display network examples and Google responsive display ads examples on various Google display network sites. You will notice that many types of Google display ads have a Google display network logo. From these examples, you will also learn about Google display ads value proposition and the value of Google display network targeting.

Banner Ads

Banner ads are one of the most traditional types of advertising. Typically, banner ads appear at the top of a website in the form of a banner, hence the name. As noted above, banner ads come in many different dimensions. However, the most common sizes for banner ads are 468 x 60 (traditional banner), 300 × 250 (medium rectangle), and 336 x 280 (large rectangle).

The size of a banner ad is important because it influences how a user views it. In fact, the dimensions of a banner ad can determine whether the user even notices it at all. The differences in sizes are often not significant between banners. However, these minor differences can have huge implications for effectiveness and visibility. It is important to select the right size for your banner ad so that you can optimize the outreach for your campaign.

Some of the best practices for banners and display advertising are the inclusion of photography, not having too much text, and using colors with clear contrast. Don’t use more than two different fonts or font variations for your banner ad. Avoid cursive fonts and other difficult-to-read fonts. While it is a good idea to include visuals in your banner ads, it is typically best to stick to just one image. Including just one image allows you to show more detail. Banner ads with just one image also tend to be more focused. It is important to include a call-to-action in your advertisement. If you don’t, users who are interested in your brand will not know what step to take next. When a user clicks on the banner ad, it should redirect them to a landing page. These best practices apply across all types of display advertising platforms.

Types of Advertising

Google has proven itself to be a dominant advertising platform and network. Of all the display networks in the world, the GDN has the largest reach. 90 percent of all internet users in the world are reached by GDN. The GDN reaches 94 percent of all internet users in the United States and 89 percent of all the smartphone users. Of all the US internet users, the GDN manages to reach 64 percent of them each and every day. More than 1 trillion impressions are served by the GDN each month, according to display network Wordstream data. Users enjoy a significant amount of versatility when it comes to types of online advertising formats and types of display ads in Adwords.

In spite of the dominance of Google as an advertising platform and network, other types of advertising platforms have emerged. For example, Terminus is an account-based advertising platform.

As a display ad platform, Terminus is powerful, very effective, and incredibly easy to use. What distinguishes Terminus from other display ad platforms is its proficiency at highly targeting display advertising. Terminus has the potential to become a key part of any account-based marketing strategy. Terminus allows marketing teams to use account-based targeting to get their brand in front of the most important customers and prospects. To learn more about the different types of advertising, always refer to our display advertising examples.

Responsive Display Ads

Responsive display ads are now the default ad format for the GDN. A responsive display ad is an advertisement that automatically adjusts its format, mobile ad sizes, responsive display ads image size, appearance, and other responsive display ads specs to fit the available ad spaces on the GDN.

In today’s age, users are browsing the Internet using their desktop and their mobile device, such as a smartphone or tablet. In fact, for some brands, the majority of advertisement impressions occur on mobile devices. Responsive display ads are becoming increasingly important as the mobile experience becomes more and more essential to internet users.

The GDN allows you to provide many assets for your advertisements, which will be used to create responsive display ads based on the recommendations of machine learning algorithms. It is in your best interest to provide as many assets as possible. The different types of assets are headlines, images, short descriptions, 1:1 logo, a long headline, and the business name. The recommended number of assets by type of asset are five headlines, five images, five short descriptions, one 1:1 logo, one long headline, and one business name.

There are many responsive display ads best practices. First, you should remember that no size is optional when providing assets to a display advertisement platform. Some creative sections may say that certain sizes are optional. However, you should treat them as required. If you can’t create a different image for each size, you can use a cropping tool on an existing image.

You should try to be flexible with your logo. You will need to upload images for your logo that are square and landscape. If your logo is only square or only landscape, it is a good idea to make small adjustments to ensure the logo can be recognized after scaling. For example, you can remove the text portion of the logo and just use the icon.

All images should be high-quality. In particular, avoid images that are skewed, blurry, or very filtered. Don’t use images with borders or round edges. Images should include a mirrored image. Do not overlay a button, logo, or text on top of the image. Finally, avoid display images of products over a background that is a digital composite.

Overall, marketing teams need to prioritize creating clean and easy-to-read ads for both desktop and mobile users, so that they can have a “surround sound” effect with their digital advertising.

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