Where Do Display Ads Fit in Your Marketing Journey?

Here at Banner Squad we’ve seen how the buying cycle drives B2B success. While there are a multitude of channels that assist and guide your customers through their journey, banner ads have become equally vital in nurturing prospects through their journey. It’s like having a 24/7 brand ambassador that works harmoniously with your SEO efforts, keeping your business in the spotlight.

Gone are the days when display advertising meant just flashy banners. Today’s google display ads are sophisticated marketing tools that, when wielded properly, can precisely target your dream audience, support their buying journey, and boost your conversion rates.

Different Ad Types for Different Customer Stages

Just as you carefully select keywords for PPC, your display ads strategy requires thoughtful planning. Modern display advertising isn’t about casting a wide net; it’s about delivering the right message at the right time. From awareness to decision-making, each stage of the customer journey deserves carefully crafted ads that speak directly to your audience’s needs.

Awareness: Making That Brilliant First Impression

Picture this: your potential customer is browsing the web, and boom! They encounter your responsive display ads. This initial stage is all about visibility. After all, they can’t become customers if they don’t know you exist. Your awareness-stage display ads should cast a wide net while maintaining brand sophistication, acting as the friendly handshake that welcomes prospects into your funnel.

Through clever use of demographic and contextual targeting, plus strategic retargeting, display ads help build brand recognition and expand your reach to fresh audiences. Keep the messaging broad but engaging, perfect for creating those crucial first impressions.

Consideration: Delivering Value That Matters

Once you’ve caught their eye, it’s time to show them what you’re made of. At this stage, display ads become more personalised and value-focused. By highlighting specific solutions, sharing knowledge, and presenting success stories, you guide potential customers closer to choosing your business.

Imagine a software company using google display ads to showcase a compelling whitepaper about industry innovations. These ads don’t just grab attention, they position your brand as a thought leader in your field.

Evaluation: Showcasing Your Unique Edge

When prospects are weighing their options, your display ads serve as powerful reminders of your unique value proposition. This is where the real magic happens, and your ads need to clearly communicate what sets you apart from the competition.

Here’s where responsive display ads truly shine, use them to stay connected with customers who’ve already shown interest in your offerings. These carefully crafted ads can showcase glowing testimonials, authentic reviews, or compelling comparisons that make your business the obvious choice. Such social proof elements work brilliantly to reinforce your credibility and tip those decision scales your way.

Action: Compelling Calls that Convert

When your audience is primed to make their move, your display ads for businesses need to give them that final, gentle nudge. This is where crystal-clear calls to action (CTAs) become your best mates in driving those all-important conversions.

Picture enticing CTAs like a free consultation that’s too good to refuse, a limited-time discount that creates urgency, or a valuable downloadable resource that demands immediate attention. Make the journey from ad to action seamless with strategic placements and carefully designed landing pages that your google display ads link directly to.

Retention & Referral: Building Lasting Relationships

The sale might be in the bag, but your display ads aren’t done yet, they’re crucial for fostering loyalty and encouraging those lovely repeat purchases. This is where your advertising efforts shift to support after-purchase care and meaningful customer engagement.

Keep the momentum going by showing your customers related products, exclusive special offers, or helpful tips on using your services. Well-targeted display ads can also help you gather valuable feedback or offer referral incentives, keeping your brand firmly in their thoughts and driving future sales.

Display Advertising at Every Stage of the Buying Cycle

Think of display advertising as your tireless digital salesperson. It’s far more than just eye-catching visuals or banner ads. It’s a robust tool that supports your sales pipeline at every stage. From building awareness to driving engagement and spurring action, display ads work their magic behind the scenes, complementing your marketing efforts and creating a comprehensive, always-on marketing approach that delivers leads, conversions, and loyal customers.

With smart strategy and precise targeting, display advertising can help nurture relationships, support your business goals, and ultimately drive revenue.