What is a display campaign?

A display campaign is a form of online advertising that enables visually appealing ads to be displayed on millions of websites, reaching a wide target audience. Often underestimated, it offers significant opportunities for companies wishing to increase their visibility and achieve their marketing objectives.

Understanding display campaigns: definition and operation

A display campaign enables display ads (banners, videos, images) to be shown on a display network made up of websites, applications and video platforms. These ads are aimed at specific profiles, defined according to their interests, browsing habits or demographic data. Thinking carefully about who to target with a display campaign is essential to achieving relevant results.

Display campaign: definition

A display campaign is based on the delivery of visually appealing ads to a defined audience, with the aim of generating visibility, boosting brand awareness or retargeting web users who have already visited your site.

How display advertising works

Display advertising works thanks to algorithms that identify the most relevant sites to display your ads. You define your targets, your budget, and the system takes care of the matchmaking.

Thanks to programmatic display technology, this is done in real time, often within milliseconds.

What are the differences with a search campaign?

Unlike search-based campaigns, which are activated when a user types in a keyword, display intervenes earlier in the buying journey. It allows us to create a campaign focused on awareness and first exposure, where search captures intent. The two are therefore complementary.

Why integrate a display campaign into your marketing strategy?

Investing in a display campaign isn't just for big companies. It's an accessible lever for rapid online visibility. It is often the first contact between your brand and your audience. But you need to use it wisely to achieve your objectives.

What's the main advantage of display campaigns?

The main advantage of a display campaign is its ability to generate visibility quickly. It enables you to reach a large audience, often at an early stage in the purchasing process, at a controlled cost. If your aim is to raise your profile or launch a new product, this is a lever not to be overlooked.

Achieve your marketing objectives with display

Well-set up display advertising can help achieve a variety of objectives: increase traffic to your site, generate leads, develop your reputation or reinforce your brand image. In B2B, it's also used for retargeting, displaying your products or services to decision-makers who have already visited your site.

Examples of uses depending on your sector

In the fashion or automotive sectors, display is often used to work on image. For a B2B start-up, it becomes a formidable tool for targeting niches. A tourism company, meanwhile, can activate it to promote seasonal offers on specialized sites. Each type of campaign has its own specific use.

Display campaigns: obstacles, preconceived ideas and concrete solutions

Even if they are effective, many companies still have their doubts about display campaigns. Unclear profitability, fear of annoying users, misspent budget... there are many preconceived ideas. 

However, when used properly, they can become a real growth lever. Here's how to overcome the main obstacles.

Is display really profitable?

Many companies hesitate to invest in display for fear of a poor return on investment. It's true that display doesn't always generate immediate clicks. But it plays a fundamental role in the user journey, by creating visual touchpoints. 

A well-optimized display campaign contributes more or less directly to your conversions.

The intrusive image of online advertising

Some SMEs fear that their advertising will be perceived as aggressive. Yet it's possible to build a discreet, high-quality digital presence. A good visual, a clear message and a well-chosen location will make all the difference. Don't forget that today's users are used to online advertising. It's not the ad that's disturbing, but the way it's displayed.

How to create an effective display campaign

Start by defining a simple objective: awareness, traffic, conversion. Then carefully select your target audience. Create visually impactful ads that catch the eye without being too intrusive. Finally, use Google tools to configure your google campaign: targeting, budget, duration.

Monitor the right metrics

Don't stop at click-through rates. Analyze impressions, the quality of traffic generated, time spent on your web pages, and bounce rate. These indicators will tell you whether your efforts are well directed. And don't forget the cost per thousand impressions, which is often very interesting for a small business looking to make a name for itself on a large scale.

Should you manage your campaign yourself or use a platform?

Managing a display campaign on your own can quickly become complex if you lack time or knowledge.

A specialized platform like Adintime can help you implement, target and track your actions. This allows you to stay focused on your business, while leaving the technical side to the experts. A reassuring solution, especially for an initial test.