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Display ads are all around us whenever we browse the internet. They play a key role in how local businesses, including plumbing companies, build brand awareness with potential customers in their market. Before you decide whether display advertising is something you want to add as an extension to your marketing strategy, you need to know what display ads are, how they work, and the benefits they provide.
Display ads are run through the Google Display Network, Facebook, and other social media platforms. These types of visual ads are the equivalent of an online billboard for your company.
You’re going to find display ads in many places online:
Most display ads are charged on a cost per click (CPC) basis. That means every time someone clicks on your ad, you are going to be charged.
Display ads come in all shapes and sizes. Let’s look at the most popular form of display ads for plumbers.
Banner ads are the most common form of display advertising plumbing companies invest in. They appear to internet users as they browse other, third-party websites (not as they browse your website).
Banner ads are found:
Sometimes, when you open an article, YouTube video, mobile application, an ad will play. These are called interstitial ads and are found across desktop, tablet, and mobile devices.
In an attempt to engage the user, distracting them from the idea that they are dealing with an advertisement, these ads are often fun. Here’s a screenshot of a Mike’s Hard Lemonade rich media ad:
Playing on the brand name “Hard” in Mike’s Hard Lemonade, users were challenged to try “harder.” If you could make it through all of the rounds of this game you were considered worthy of the “harder” lemonade.
Unsurprisingly, users spent an average of 75 seconds interacting with this ad!
These are the ones you are most likely to skip when trying to get to YouTube content you’re interested in…unless they manage to engage you.
These ads can be delivered to you by various ad networks:
Using the Google Display Network, plumbers opting for display advertising have a distinct advantage over their competitors who don’t. The most notable advantage is the unique targeting abilities the Google Display Network provides:
Once you’ve set your display ad targeting options and launch your campaign, Google will serve your ads to the most relevant users based on your targeting options set.
The Google Display Network has more than 3,000 predefined targeting options available to plumbers. In order to maximize your online visibility AND give you more time to focus on running the day-to-day of your business, we recommend working with a certified Google Premier Partner (like Blue Corona!) to get the most of out of your display advertising campaigns.
Keep these tips in mind when designing your display ads:
As we saw in earlier examples, display ads are designed to make internet users take a specific action. For plumbers, this often comes in the form of:
It’s important to keep in mind that each type of advertising is aimed at a specific audience with specific intentions. So, what is the intention of display ads? To create and sustain brand awareness. That means they can’t be used as a standalone strategy, but only in coordination with other types of advertising, like Local Services ads for plumbers, pay per click (PPC), and SEO.
There are many benefits to display advertising, including:
So, what’s the bad news?
Now that you know a bit more about the how and the what behind display ads, make sure you think through these questions before moving your plumbing business into display ads.
Is this your first time using ads?
As we noted above, display ads don’t work on their own, but rather as part of a comprehensive advertising strategy. Don’t start with display ads if you’re not investing in:
Blue Corona is an award-winning digital marketing company specializing in helping plumbers increase leads and sales, optimize their marketing costs, and differentiate their brands online. We’ve worked with hundreds of plumbers across the United States, from small plumbing companies to nationally recognized franchises.
If you need help growing revenue or simply aren’t happy with your current digital marketing provider, give us a call or contact us online!
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