Are you a roofing, home services, HVAC, or energy sector business owner? If so, you likely have a budget set aside for online advertising or other promotional opportunities for your service or product. In fact, your digital marketing campaign may encompass display ads and/or search ads. However, do you know whether your efforts are successfully reaching your intended audience or generating the right kinds of leads? At Art Unlimited, we help marketers sift through their options and implement an effective strategy to maximize ROI, avoid waste & boost results.
Display Ads Explained
As a form of “push” advertising, a display ad is a digital promotion for a service or product that appears while a user is already navigating online but not necessarily searching for that exact service or product. For example, the user might be browsing a website, searching through an app, or engaging with another type of online platform. The display ad will show up based on factors such as the user’s demographics, browsing habits, or perceived or actual interests.
Notably, a display ad incorporates certain key elements, including text, one or more images, and a call to action (e.g., a clickable link to a brand’s website). However, it could also feature video, audio, animation, or interactive components. The aim is to capture attention immediately by visually promoting a service or product in a stimulating manner. Ultimately, the design layout must instantly appeal to the target audience to ensure maximum effectiveness.
Display Ads vs. Search Ads
If done right, each advertising format offers particular advantages and can be central to a brand’s online promotional efforts to reach its target market successfully. However, to make the most of these opportunities, brands must also recognize the inherent limitations of each approach and strategically decide whether to use one or both as part of a comprehensive digital marketing strategy.
Search Ads Understood
A search ad is a digital promotion for a service or product displayed only when a user actively searches for that exact service or product category. For example, if a user scans for additional information about a service, the search ad may appear in the user’s search engine results. If the search ad is sponsored, it could be noted as such. Ultimately, it is a form of “pull” advertising, remaining one of the most popular types of PPC advertising to promote a brand.
Service or product providers will frequently prefer this kind of promotional campaign over other alternatives because a search ad appears based exclusively on the user’s demonstrated need for this particular service or product. Consequently, the user is more likely to click the search ad, and the probability of a successful conversion also increases compared to “less targeted” advertising. A search ad can be an excellent means to capture high-quality leads.
What Is the Main Advantage of Display Campaigns?
A user browsing a website such as Google or YouTube may not necessarily pay close attention to a display ad because the user isn’t actively searching for a particular service or product. However, creating a “catchy” display ad may organically generate demand for a brand (i.e., enhance brand awareness). How? The content within the display ad can cultivate a feeling of need for the brand’s service or product. The user “briefly” observes the display ad and becomes intrigued to learn more. A well-placed call-to-action (CTA) could compel the user to click for additional information.
This strategic approach is a game-changer for brands aiming to connect with a niche audience. By placing display ads on websites and platforms where potential customers are already engaged, brands can maximize their marketing impact while avoiding wasted efforts. No more blindly scattering ads across the internet—each display ad is intentionally placed based on keywords, audience demographics, interests, and online behaviors. The result? Ads that feel relevant resonate with the right people and drive meaningful engagement.
Classifying Display Ads For Maximum Effect
Display ads customarily come in one of two forms:
Rich Media Ads
A rich media ad is an online advertisement that integrates interactive elements to foster user engagement. It often incorporates eye-catching visuals, videos, animations, or polls. The objective is to increase click-through and conversion rates while enhancing brand awareness.
Retargeting Ads
A retargeting ad is a digital promotion that appears to a user who previously visited the same website or app. It entices a user to return to the brand’s website or complete a purchase. A retargeting ad tracks user behavior and could help a brand recapture a potential customer.
Delivering Data-Driven Online Marketing Solutions
At Art Unlimited, we help your brand stand out from the competition. How? We offer proven digital marketing services and products that connect with your intended audience. Our team achieves this objective by analyzing relevant data to understand what methods yield the best results for your brand.
Connect with Art Unlimited today to schedule your initial consultation and take the next step to expand your reach.
