Online advertising has become a crucial part of marketing for small and medium-sized businesses in the digital age. 

Online display advertising is one of the most popular types of advertising and can help businesses reach a broader audience and increase brand awareness. Creating effective display ads, however, can be challenging, especially for small business owners who don't have a lot of experience with online advertising. 

This article will provide a guide for small and medium-sized businesses on how to create effective display ads, particularly in Australia.

What are display ads?

A display ad is an advertisement that appears on a website, a social media platform, or a mobile app. In most cases, they are banner ads, images, or videos that promote products or services. A display ad is commonly used to promote a sale, encourage users to take an action, or raise brand awareness.

Types of display ads

There are several types of display ads, including banner ads, pop-up ads, and native ads.

A banner advertisement is typically rectangular or square-shaped and appears on mobile apps and websites. Web banners may be static or animated, and are often found at the top or bottom of websites.

A pop-up ad typically opens in a separate window or tab when a user accesses a website or clicks on a link. Pop-up ads can be effective at capturing a user's attention when used to promote a sale or special offer.

Native ads blend in with the content on a website or mobile app and appear less intrusive, providing users with a more engaging experience. Native ads can appear as sponsored content, videos, or images.

Creating effective display ads

It is important to plan and execute display ads carefully in order to create effective advertisements. The following tips will help you create an effective display ad:

1. Define your target audience

Your target audience must be defined before you can create your display ads. What audience do you hope to reach with your ads? Do they have any special interests or preferences? By understanding your target audience, you can create ads that are more relevant and engaging for them.

2. Use eye-catching visuals

Visuals are an important part of display ads, as they are often the first thing users notice. Ensure that your product or service is displayed with eye-catching graphics and images of high quality.

3. Keep your message simple

It is important for display ads to convey a clear, concise message that is easy to understand by users. Your message should be simple and focused on your product's benefits.

4. Include a call to action

The term "call to action" (CTA) refers to an invitation for users to do something, such as click on a link or buy something. Display ads should include a compelling CTA that encourages users to take action.

5. Test and optimize

After you've created your display ads, you must test and optimize them for maximum effectiveness. Try different versions of your ads and adjust them according to the results.

Display ad sizes

Size plays an important role in determining the effectiveness of display ads. Typical display ad sizes are as follows:

• 728 x 90 Leaderboard
• 300 x 250 Medium rectangle
• 336 x 280 Large rectangle
• 300 x 600 Half Page
• 320 x 50 Mobile Banner
• 320 x 100 Large Mobile Banner

Leaderboards are the most common ad size and are typically positioned at the top of a website. Medium and large rectangles are also popular ad sizes and can be effective at attracting users' attention. Ads on half-pages can be visually more impactful, while mobile banners can be tailored to mobile screens.

Display ad networks

A display ad network is a platform that connects advertisers with publishers so that they can display the ads on their sites or apps. Businesses can benefit from advertising networks by reaching a wider audience and increasing their visibility online. These are some of the most popular display ad networks in Australia:

• Google Ads - Google Ads is the largest display ad network in Australia, offering a wide range of targeting options and ad formats.

• Facebook Ads - Facebook Ads is a popular display ad network that allows businesses to reach a highly targeted audience based on their interests and demographics.

• AdRoll - AdRoll is a retargeting platform that helps businesses reach users who have already visited their website or interacted with their brand.

• Criteo - Criteo is a performance marketing platform that uses machine learning to optimize display ads for maximum performance.

• Sizmek - Sizmek is a global ad platform that offers a wide range of ad formats and targeting options.

The right display ad network for your business depends on the goals and target audience you want to reach. Make sure you research different ad networks and their targeting options before selecting one.

Display ad costs

The cost of a display ad can vary depending on the ad network, the ad format, and the targeting options. Cost-per-click (CPC) and cost-per-thousand-impressions (CPM) are common pricing models used by ad networks. The CPC pricing model means that businesses only pay when a user clicks on their ad, while the CPM model means they pay for every thousand impressions of their ads.

In Australia, the average CPC for display ads is around $0.63, while the average CPM is around $3.50. However, costs can vary depending on the ad network and targeting options.

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Conclusion

Businesses can reach a wider audience and increase their visibility on the web by using display ads. 

Users can be engaged and motivated to take action through effective display ads. Test and optimize your ads for maximum effectiveness, and choose the right ad network and targeting options. The right display ad strategy can help businesses achieve their marketing goals and grow.

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