Did you know that businesses combining display ads with retargeting can achieve 70% higher conversion rates compared to those that don’t? It’s no surprise that these two strategies typically go hand in hand.
While display advertising and retargeting often are joined at the hip, they serve different purposes in your marketing arsenal. Together, they can create a seamless journey that converts prospects into customers. In this article, we’ll explore how these strategies complement each other and how you can use them to unlock marketing Shangri-la.
What Is Display Advertising?
Display advertising involves visual ads like banners, images, and videos that appear on websites or apps. These ads are designed to create awareness and attract new audiences who may not yet know about your brand.
Where Are Display Ads Commonly Used?
Industry-specific websites
Social media platforms like LinkedIn and Facebook
Popular apps or news portals
Display ads are the perfect way to cast a wide net and introduce your brand to a broader audience. They help to build valuable authority and credibility with an audience who may be encountering your brand for the first time.
What Is Retargeting?
Retargeting is the perfect complement to display advertising. It’s a strategy that tries to re-engage prospects who have already interacted with your website or content. Instead of reaching new audiences, retargeting nurtures warm leads and encourages them to take the next step.
Example of Retargeting in Action: A potential customer visits your pricing page but doesn’t make a purchase. Retargeting allows you to serve them an ad reminding them of your competitive pricing model or offering an incentive, such as a limited-time discount.
Retargeting is your second chance to make a lasting impression and guide prospects closer to conversion.
Key Differences Between Retargeting and Display Advertising
Audience
Display Advertising: Targets new potential customers who may not be familiar with your brand.
Retargeting: Focuses on people who already know your brand and have interacted with it in some way.
Goals
Display Advertising: Builds awareness and attracts traffic to your site.
Retargeting: Encourages conversions by reminding users of your offerings and prompting action.
Budget
Display Advertising: Requires a larger budget due to its broader reach.
Retargeting: Offers better ROI by targeting warm leads who are more likely to convert.
Timing
Display Advertising: Ideal for the top of the funnel when you’re introducing your brand.
Retargeting: Effective for the middle and bottom of the funnel to re-engage leads and drive conversions.
When to Use Display Ads
Display advertising is perfect for:
Introducing your brand to a new, broader audience.
Building awareness in competitive markets.
Promoting new services or products to specific industries.
Example:
You’ve launched a new SaaS product aimed at logistics companies. Display ads on industry-specific sites can help you get noticed by decision-makers who aren’t actively looking for your solution.
When to Use Retargeting
Retargeting shines when it comes to:
Bringing back users who’ve shown interest but didn’t convert.
Driving conversions by reminding past visitors about your offerings.
Re-engaging warm leads who are further down the funnel.
Example:
A user downloads your comparison doc on optimizing supply chain processes but doesn’t book a demo. Retargeting ads can remind them to schedule that demo, using messaging that aligns with their previous engagement.
Combining Display Advertising and Retargeting for Better Results
When used together effectively, display advertising and retargeting are a no-brainer:
Display ads attract new audiences at the top of the funnel.
Retargeting ads ensure those audiences don’t slip away before converting.
Example:
Step 1: Use display ads to promote a free webinar on a high-traffic industry website.
Step 2: Retarget attendees with ads showcasing related case studies or offers.
Step 3: Drive conversions by retargeting users with an exclusive consultation offer.
Together, these strategies create a seamless path that guides prospects through every stage of their journey.
Why LeadSpot Is Your Best Partner for B2B Advertising Strategies
Combining display advertising and retargeting is important to optimizing your B2B marketing efforts. At LeadSpot, we specialize in building tailored strategies that blend these tools for optimal results.
Here’s why you should partner with us:
Advanced Targeting: We use data-driven insights to reach the right audience at the right time.
Expert Integration: Our campaigns seamlessly combine display and retargeting strategies for full-funnel effectiveness.
Proven Results: We help B2B tech marketers achieve better ROI and drive meaningful engagements.
Ready to take your advertising to the next level? Learn more about our B2B Display Advertising services and let us help you create campaigns that convert.
Conclusion
Display advertising and retargeting are the ultimate power couple in B2B digital marketing today. By understanding their unique roles and combining them effectively, you can guide your prospects from awareness to conversions with ease.
At LeadSpot, we’re here to help you unlock the full potential of these strategies. Let’s connect and create campaigns that drive results, from the first impression to the final click.
