{"id":9259,"date":"2024-09-16T23:13:01","date_gmt":"2024-09-16T23:13:01","guid":{"rendered":"https:\/\/lite14.net\/blog\/?p=9259"},"modified":"2024-09-16T23:13:01","modified_gmt":"2024-09-16T23:13:01","slug":"how-to-use-display-ads-in-your-ppc-strategy","status":"publish","type":"post","link":"https:\/\/lite14.net\/blog\/2024\/09\/16\/how-to-use-display-ads-in-your-ppc-strategy\/","title":{"rendered":"How to use display ads in your PPC strategy"},"content":{"rendered":"<p class=\"text-left mb-4\">Display ads, also known as banner ads, are a type of visual ad that can be used in a pay-per-click (PPC) strategy to reach potential customers. Display ads are a popular way to reach users who are browsing websites, apps, or YouTube channels, and can be an effective way to increase brand awareness, drive traffic, and generate conversions. In this article, we will explore the best practices for using display ads in your PPC strategy.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lite14.net\/blog\/2024\/09\/16\/how-to-use-display-ads-in-your-ppc-strategy\/#Targeted_Placements\" >Targeted Placements<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lite14.net\/blog\/2024\/09\/16\/how-to-use-display-ads-in-your-ppc-strategy\/#Ad_Creative\" >Ad Creative<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lite14.net\/blog\/2024\/09\/16\/how-to-use-display-ads-in-your-ppc-strategy\/#Ad_Copy\" >Ad Copy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lite14.net\/blog\/2024\/09\/16\/how-to-use-display-ads-in-your-ppc-strategy\/#Targeting_Options\" >Targeting Options<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lite14.net\/blog\/2024\/09\/16\/how-to-use-display-ads-in-your-ppc-strategy\/#Bidding_Strategies\" >Bidding Strategies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/lite14.net\/blog\/2024\/09\/16\/how-to-use-display-ads-in-your-ppc-strategy\/#Ad_Rotation\" >Ad Rotation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/lite14.net\/blog\/2024\/09\/16\/how-to-use-display-ads-in-your-ppc-strategy\/#Landing_Page_Optimization\" >Landing Page Optimization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/lite14.net\/blog\/2024\/09\/16\/how-to-use-display-ads-in-your-ppc-strategy\/#Tracking_and_Measurement\" >Tracking and Measurement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/lite14.net\/blog\/2024\/09\/16\/how-to-use-display-ads-in-your-ppc-strategy\/#Retargeting\" >Retargeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/lite14.net\/blog\/2024\/09\/16\/how-to-use-display-ads-in-your-ppc-strategy\/#Budget_Allocation\" >Budget Allocation<\/a><\/li><\/ul><\/nav><\/div>\n<h3 class=\"text-left mb-4\"><span class=\"ez-toc-section\" id=\"Targeted_Placements\"><\/span><strong>Targeted Placements<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"text-left mb-4\">One of the key benefits of display ads is the ability to target specific placements, such as websites, apps, or YouTube channels, where your target audience is likely to be. This allows you to reach users who are already interested in your product or service, and are more likely to convert.<\/p>\n<p class=\"text-left mb-4\">To target specific placements, you can use the Google Display Network (GDN) or other display ad platforms. The GDN is a network of millions of websites, apps, and YouTube channels that you can target with your display ads. You can target specific placements by using keywords, topics, or categories to identify the types of websites or apps that you want to target.<\/p>\n<p class=\"text-left mb-4\">For example, if you are a fashion brand, you might target websites that are popular with fashion-conscious users, such as fashion blogs or online shopping platforms. You can also target specific apps, such as social media apps or games, that are popular with your target audience.<\/p>\n<h3 class=\"text-left mb-4\"><span class=\"ez-toc-section\" id=\"Ad_Creative\"><\/span><strong>Ad Creative<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"text-left mb-4\">The ad creative is the visual element of your display ad, and is what will grab the attention of your target audience. A good ad creative should be eye-catching, relevant, and compelling, and should communicate the benefits of your product or service in a clear and concise way.<\/p>\n<p class=\"text-left mb-4\">There are many different types of ad creative that you can use, including:<\/p>\n<ol class=\"ml-5 mb-4\">\n<li class=\"ml-5\">Images: High-quality images that showcase your product or service.<\/li>\n<li class=\"ml-5\">Videos: Short videos that demonstrate the benefits of your product or service.<\/li>\n<li class=\"ml-5\">Animations: Animated ads that are engaging and attention-grabbing.<\/li>\n<li class=\"ml-5\">Rich Media: Interactive ads that allow users to engage with your brand in a more immersive way.<\/li>\n<\/ol>\n<p class=\"text-left mb-4\">When creating your ad creative, make sure to keep the following best practices in mind:<\/p>\n<ol class=\"ml-5 mb-4\">\n<li class=\"ml-5\">Use high-quality images or videos that are relevant to your target audience.<\/li>\n<li class=\"ml-5\">Keep your ad creative simple and easy to understand.<\/li>\n<li class=\"ml-5\">Use clear and concise language to communicate the benefits of your product or service.<\/li>\n<li class=\"ml-5\">Make sure your ad creative is mobile-friendly, as many users will be viewing your ads on their mobile devices.<\/li>\n<\/ol>\n<h3 class=\"text-left mb-4\"><span class=\"ez-toc-section\" id=\"Ad_Copy\"><\/span><strong>Ad Copy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"text-left mb-4\">The ad copy is the text element of your display ad, and is what will communicate the benefits of your product or service to your target audience. A good ad copy should be clear, concise, and compelling, and should communicate the unique value proposition of your product or service.<\/p>\n<p class=\"text-left mb-4\">When writing your ad copy, make sure to keep the following best practices in mind:<\/p>\n<ol class=\"ml-5 mb-4\">\n<li class=\"ml-5\">Use clear and concise language to communicate the benefits of your product or service.<\/li>\n<li class=\"ml-5\">Highlight the unique value proposition of your product or service.<\/li>\n<li class=\"ml-5\">Use social proof, such as customer testimonials or reviews, to build credibility.<\/li>\n<li class=\"ml-5\">Make sure your ad copy is mobile-friendly, as many users will be viewing your ads on their mobile devices.<\/li>\n<\/ol>\n<h3 class=\"text-left mb-4\"><span class=\"ez-toc-section\" id=\"Targeting_Options\"><\/span><strong>Targeting Options<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"text-left mb-4\">In addition to targeting specific placements, you can also use targeting options to reach your target audience. Targeting options allow you to target users based on their demographics, interests, behaviors, or other characteristics.<\/p>\n<p class=\"text-left mb-4\">Some popular targeting options include:<\/p>\n<ol class=\"ml-5 mb-4\">\n<li class=\"ml-5\">Demographics: Target users based on their age, gender, location, or other demographic characteristics.<\/li>\n<li class=\"ml-5\">Interests: Target users based on their interests, hobbies, or passions.<\/li>\n<li class=\"ml-5\">Behaviors: Target users based on their behaviors, such as their purchase history or browsing habits.<\/li>\n<li class=\"ml-5\">Remarketing: Target users who have visited your website or engaged with your brand before.<\/li>\n<li class=\"ml-5\">Lookalike targeting: Target users who are similar to your existing customers or website visitors.<\/li>\n<\/ol>\n<h3 class=\"text-left mb-4\"><span class=\"ez-toc-section\" id=\"Bidding_Strategies\"><\/span><strong>Bidding Strategies<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"text-left mb-4\">When using display ads, you will need to decide on a bidding strategy that works best for your campaign. There are several different bidding strategies that you can use, including:<\/p>\n<ol class=\"ml-5 mb-4\">\n<li class=\"ml-5\">Cost-per-click (CPC): Pay for each click on your ad.<\/li>\n<li class=\"ml-5\">Cost-per-thousand impressions (CPM): Pay for each thousand impressions of your ad.<\/li>\n<li class=\"ml-5\">Cost-per-action (CPA): Pay for each conversion or action that your ad generates.<\/li>\n<\/ol>\n<p class=\"text-left mb-4\">When choosing a bidding strategy, make sure to consider the following factors:<\/p>\n<ol class=\"ml-5 mb-4\">\n<li class=\"ml-5\">Your budget: How much are you willing to spend on your campaign?<\/li>\n<li class=\"ml-5\">Your goals: What do you want to achieve with your campaign?<\/li>\n<li class=\"ml-5\">Your target audience: Who is your target audience, and what are their behaviors and preferences?<\/li>\n<\/ol>\n<h3 class=\"text-left mb-4\"><span class=\"ez-toc-section\" id=\"Ad_Rotation\"><\/span><strong>Ad Rotation<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"text-left mb-4\">Ad rotation is the process of rotating your ad creative to avoid ad fatigue and keep your ads fresh and engaging. Ad fatigue occurs when users see the same ad multiple times, and become desensitized to it.<\/p>\n<p class=\"text-left mb-4\">To avoid ad fatigue, you can rotate your ad creative regularly, using a combination of different ad formats, images, and copy. You can also use ad rotation to test different ad creative and determine which ones perform best.<\/p>\n<h3 class=\"text-left mb-4\"><span class=\"ez-toc-section\" id=\"Landing_Page_Optimization\"><\/span><strong>Landing Page Optimization<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"text-left mb-4\">The landing page is the page that users will visit when they click on your ad. A good landing page should be optimized for conversions, with a clear and concise message, and a prominent call-to-action (CTA).<\/p>\n<p class=\"text-left mb-4\">When optimizing your landing page, make sure to keep the following best practices in mind:<\/p>\n<ol class=\"ml-5 mb-4\">\n<li class=\"ml-5\">Keep your landing page simple and easy to understand.<\/li>\n<li class=\"ml-5\">Use clear and concise language to communicate the benefits of your product or service.<\/li>\n<li class=\"ml-5\">Make sure your landing page is mobile-friendly, as many users will be viewing your ads on their mobile devices.<\/li>\n<li class=\"ml-5\">Use a prominent CTA to encourage users to take action.<\/li>\n<\/ol>\n<h3 class=\"text-left mb-4\"><span class=\"ez-toc-section\" id=\"Tracking_and_Measurement\"><\/span><strong>Tracking and Measurement<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"text-left mb-4\">Tracking and measurement are critical components of any display ad campaign. You need to be able to track the performance of your ads, and measure the effectiveness of your campaign.<\/p>\n<p class=\"text-left mb-4\">There are several different tools that you can use to track and measure your display ads, including:<\/p>\n<ol class=\"ml-5 mb-4\">\n<li class=\"ml-5\">Google Analytics: A web analytics tool that allows you to track the performance of your website and ads.<\/li>\n<li class=\"ml-5\">Google AdWords: A PPC platform that allows you to track the performance of your ads and campaigns.<\/li>\n<li class=\"ml-5\">Display ad platforms: Many display ad platforms, such as Facebook Ads and LinkedIn Ads, offer built-in tracking and measurement tools.<\/li>\n<\/ol>\n<p class=\"text-left mb-4\">When tracking and measuring your display ads, make sure to keep the following best practices in mind:<\/p>\n<ol class=\"ml-5 mb-4\">\n<li class=\"ml-5\">Set clear goals and objectives for your campaign.<\/li>\n<li class=\"ml-5\">Use tracking and measurement tools to monitor the performance of your ads and campaigns.<\/li>\n<li class=\"ml-5\">Analyze your data regularly to identify areas for improvement.<\/li>\n<li class=\"ml-5\">Make data-driven decisions to optimize your campaign.<\/li>\n<\/ol>\n<h3 class=\"text-left mb-4\"><span class=\"ez-toc-section\" id=\"Retargeting\"><\/span><strong>Retargeting<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"text-left mb-4\">Retargeting is the process of targeting users who have visited your website or engaged with your brand before. Retargeting can be an effective way to increase conversions and reduce bounce rates.<\/p>\n<p class=\"text-left mb-4\">To retarget users, you can use retargeting pixels, which are small pieces of code that are placed on your website. The pixels track users who visit your website, and allow you to target them with ads on other websites or platforms.<\/p>\n<h3 class=\"text-left mb-4\"><span class=\"ez-toc-section\" id=\"Budget_Allocation\"><\/span><strong>Budget Allocation<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"text-left mb-4\">Finally, budget allocation is critical to the success of your display ad campaign. You need to allocate your budget effectively across different ad platforms, targeting options, and ad creative to maximize your ROI.<\/p>\n<p class=\"text-left mb-4\">When allocating your budget, make sure to consider the following factors:<\/p>\n<ol class=\"ml-5 mb-4\">\n<li class=\"ml-5\">Your goals: What do you want to achieve with your campaign?<\/li>\n<li class=\"ml-5\">Your target audience: Who is your target audience, and what are their behaviors and preferences?<\/li>\n<li class=\"ml-5\">Your ad creative: Which ad creative is performing best, and how can you optimize it?<\/li>\n<li class=\"ml-5\">Your targeting options: Which targeting options are most effective, and how can you optimize them?<\/li>\n<\/ol>\n<p class=\"text-left mb-4\">By following these best practices, you can effectively use display ads in your PPC strategy to reach and engage with your target audience, drive conversions, and increase your ROI.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Display ads, also known as banner ads, are a type of visual ad that can be used in a pay-per-click (PPC) strategy to reach potential&#8230;<\/p>\n","protected":false},"author":210,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[270],"tags":[],"class_list":["post-9259","post","type-post","status-publish","format-standard","hentry","category-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to use display ads in your PPC strategy - Lite14 Tools &amp; 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