Take a second to think about your cell phone, tablet, or laptop. Can you picture all the apps you have loaded up? Or all the browsing tabs you have open? It’s safe to say you do a lot more on your devices than just check social media or make specific search queries on Google, right?
Key Takeaways
- Display advertising helps your business reach potential customers beyond search, keeping you visible as they browse websites, apps, videos, and other online content.
- Hibu Display includes professional ad creation, audience targeting, strategic placement, scheduling, retargeting, ongoing optimization, and performance tracking.
- Hibu can use audience signals like location and demographics and your first-party data to help get your ads in front of the right potential customers.
- Retargeting keeps your business top of mind by putting your display ads in front of people who have already visited your website but haven’t taken action yet.
- Hibu’s experts manage and optimize your campaigns for you, saving you time while the Hibu One Dashboard gives you 24/7 access to performance insights.
- Display ads work best as part of a connected digital marketing strategy, working alongside your website, reviews, SEO, search ads, social ads, and more to help customers ultimately choose your business.
Your potential customers are the exact same way. You can’t always expect them to be actively seeking out your business. But that doesn’t mean you can’t help keep your business visible, even when they aren’t specifically looking for it.
Cue display advertising.
Display ads can help your business reach potential customers even when they’re just simply moving around online. And our experts can create, manage, and optimize those ads for you as part of the Hibu Display solution.
[Related: The Complete Guide to Where You Should Advertise Online [Free Guide]]
What is display advertising?
Display advertising, also known as display ads or banner ads, refers to online advertising that uses visuals (images, videos, animation, or interactive elements).
Display ads are placed across third-party websites, apps, social media platforms, or within content on a display network, such as the Google Display Network.
They serve three main purposes for your local business:
- Build brand visibility
- Drive awareness
- Retarget users who have previously interacted with you
Unlike search ads, which appear once someone specifically searches for your products or services, display ads are meant to capture attention during casual browsing sessions. Think of them kind of like an online billboard. You aren’t visiting your preferred news site or opening your weather app hoping to see an ad for HVAC repair, but once you do, that brand might stick in your mind months later when your air conditioner isn’t kicking on.
[Related: How Search and Display Ads Work]
Why display advertising matters for local businesses
Banner ad spending in the US is predicted to pass $74 million this year. Local business owners and marketers alike find value in display advertising for a few reasons. They’ll help you:
- Reach potential customers beyond search: Your business can be seen by people just browsing, using apps, watching videos, and spending time online, even when they aren’t actively searching for your services.
- Build awareness in your local market: Getting your business in front of more local customers helps them become familiar with your name, logo, products, and services before they even need you.
- Stay visible throughout the customer journey: Customers don’t always make a decision after one interaction, so display ads give your business more opportunities to stay in front of them as they research and consider other options.
- Keep your business top of mind: The more often a potential customer sees your business online, the more likely they are to remember you when the time comes to make a call, schedule a service, or make a purchase.
- Drive more potential customers to your website: Display ads give interested customers a direct line to click through to your website, where they can learn more about your business and hopefully take the next step.
The goal for display advertising is simple: be everywhere your customers are, so your business is there when they’re ready to choose.
[Related: 5 Types of Digital Marketing That Get Results For Small Businesses]
What’s included with Hibu Display
Display ads may look simple, but you still have to invest time on creation, testing, optimization, and monitoring. And time isn’t something you have an abundance of when you’re already running a business.
So let Hibu take it off your plate with Hibu Display. Here’s what you can expect:
Professional ad creation
Our experts create eye-catching designs specific to your business, services, and products. We’ll use your logo, images you provide, or media taken from your website or other owned properties—like your Facebook Page or Google Business Profile.
Ads will be created in a variety of sizes and formats (including video) so you can run display ad campaigns across all platforms and channels.
Responsive display ads will be created utilizing multiple text ad combinations that can be tested to determine the best ad variations for every impression.
Audience targeting
To make sure your ads are reaching the right people across the web, we’ll use specific audience targeting.
Depending on where your ads are being displayed, we can target based on demographic (age and gender), location, and other signals.
Additionally, we can use your own first-party data to create a Lookalike Audience of your ideal customer to make targeting even more accurate.
Strategic ad placement
We’ll get your ads in front of the right customers by placing them across the most popular websites and mobile apps.
This includes the Microsoft Audience Network, Amazon, Facebook, Google Display Network, and more.
Your ads will reach customers across the sites and apps they use every day.
Ad scheduling
Our technology can also schedule ads to show during designated times of the day and/or days of the week.
This helps to optimize your budget by targeting users when they’re most likely to take action or align with your business hours, so you never miss an opportunity.
Retargeting
Retargeting ads are ads that are shown to people who visited your website but left without taking action.
We’ll use retargeting to show your ads to the same people again and again as they browse online. This helps them remember you when they’re ready to buy or book an appointment.
Retargeting is so effective that it can increase conversion rates by up to 150%.
Ongoing optimization
Once your ads are up and running, we don’t just set them and forget them. We’re monitoring them 24/7 to ensure everything is running smoothly and that your campaign’s full budget is being utilized every day.
And if you want to switch out the ad text or the design at any time, simply reach out and let us know.
Performance tracking
Thanks to the Hibu One Dashboard, you have access to view analytics and performance metrics (like clicks, visits, engagements, etc.) 24/7.
We’ll also send you email and/or text reports so you’ll always know exactly what’s going on with your campaigns.
[Related: Hibu One Feature Deep Dive]
The benefits of Hibu Display to your local business
All those features sound really great, right? But now you’re probably asking yourself what they actually mean for your business.
Hibu Display is designed to help you reach more potential customers while taking the time commitment of managing your campaigns off your plate. You can:
- Get your business seen by more local customers: You’ll reach the right people across the websites, apps, and platforms they already use every day.
- Build recognition and trust: Keep your name, logo, and messaging visible so potential customers become more familiar with your business.
- Stay top of mind with interested prospects: Use retargeting to reconnect with people who have already visited your website and keep your business fresh in their minds.
- Generate more website traffic and opportunities: Give potential customers a direct path to your website where they can learn more, call, book, or take the next step.
- Save time with professionally managed campaigns: Let our experts handle ad creation, targeting, monitoring, and optimization while you focus on running the rest of your business.
With Hibu Display, you can get your business in front of more potential customers, stay visible across the web, and create more opportunities to get chosen without learning the intricacies of digital advertising and ad creation.
[Related: How Hibu One Maximizes Your Local Business Marketing ROI]
Display ads work better as part of a connected strategy
Because display ads function primarily as an awareness tool for your local business, they really work best when they’re just one piece of your entire digital marketing strategy.
Seeing one of your display ads is probably just one step in a potential customer’s journey.
Maybe someone sees your ad while browsing online, clicks through to your website, checks out your reviews, then leaves without booking or calling. Then, a few days later, they might search for your products or services on Google, recognize your business from the ad they saw, and finally give you a call.
In this scenario, your ad, website, reviews, local SEO, and Google Business Profile all played a part in getting that lead.
With Hibu One, your Display ads work alongside solutions like search ads, social ads, SEO, your Hibu One Smart Site, reviews, and more. Because while Display helps your business get seen and keeps you top of mind, your other marketing strategies help customers discover you, learn more about you, build trust in your business, and ultimately take action.
Instead of relying on just one marketing channel to do everything, each piece plays a role in moving potential customers closer to choosing you.
That’s the advantage of all your marketing, all working together.
[Related: Marketing solutions that work better together [Infographic]]
Be seen in more places with Hibu One
You already know your customers are spending time all over the internet. Make sure your business is there, too.
With Hibu Display powered by the Hibu One platform, you’ll get professionally created display advertising as part of a synchronized, interconnected digital marketing strategy. Let us handle your online presence so you can focus on the parts of your business that you know best.
Ready to learn more about Hibu Display and Hibu One? Fill out the form for a free, no-obligation Hibu One demo or take a self-guided tour of the platform now.
