Display campaigns

If you’re looking to attract new customers, introduce a new product, or target consumers who are already in the buying process, web banners can help your business increase its online visibility. As accessible as they may be, launching a first web banner campaign can be intimidating.

Here, we’ll review some simple best practices for creating a web banner campaign: deciding where to advertise and what type of ads you want to run. Finally, you’ll find our expert tips for measuring the impact of your campaign.

Get started with Display Campaigns

Le terme “bannières web” – communément appelé “display advertising” en anglais – est très générique car il englobe à peu près toutes les publicités visuelles qui s’affichent sur un site web ou une application mobile.

Indeed, it is up to the website publisher to decide which advertisements will be displayed on their site. You can directly approach websites and negotiate a deal yourself. For example, if you are an event planning company, you can approach your local chamber of commerce to advertise on their website.

However, most major websites use advertising networks to manage their inventory of web banners. Depending on your digital marketing goals, it may be preferable to work with a marketing platform to access these networks and easily distribute your ads to thousands of internet users in a short amount of time. Here are three popular options:

Google Display network

This is Google’s extensive advertising network. Google Display Network offers over 2 million websites where your ad can appear. It also promotes ads on other platforms such as mobile apps, YouTube, Gmail, and other Google properties.

Google Ads also provides in-depth analysis of your campaign performance and integrates seamlessly with your current strategy if you are already advertising on the search network.

Finally, the Google Display Network offers several contextual targeting options as well as various custom audience options that allow you to specify your target audience based on their demographics, interests, or purchase intent (see further below).

Facebook audience network

You can also run web banners through the Facebook advertising platform, as it also has its own display network on partner sites. Your ads won’t just appear on Facebook, but also on other popular mobile apps and websites.

With over a billion users worldwide, Facebook provides a massive audience, and if you’re already using Facebook advertising for your business, transitioning to using the Audience Network is quite straightforward, and the advertising guidelines are the same.

Lisez notre dernière rubrique sur Comment Facebook vous aide à atteindre vos objectifs

Publicités natives

Qu’est-ce que la publicité native? Par définition, la publicité native est “ A type of advertising, primarily online, that blends in with the traditional editorial content on which it appears.In concrete terms, this simply means that the banner formatting and styling the platform on which it is displayed. Google and Facebook advertising platforms allow for native ads to be automatically integrated into your web banner campaign, but other platforms may require more manual adjustment. réseaux publicitaires se spécialisent dans ce type de publicité intégrée.

How to target your advertising on Display Networks

Contextual targeting

This refers to advertising your product or service on a website whose content is relevant or similar. For instance, promoting wedding dresses on a honeymoon destination website.


These ads appear when a user has previously visited your website. A service uses cookies to track the visit, and then your ad appears on another website they visit. The goal is to ideally bring the user back to your website to complete a specific action. This can be achieved through most marketing platforms, such as Google Ads and Facebook Ads.

Audience targeting

Dans la même logique que le remarketing, les audiences tierces, ou “third-party audiences”target your ads more precisely to reach the right audience for your business. These targeting options, provided by marketing platforms, allow your ads to appear only to specific types of people. These services identify consumer profiles based on their online activities. Thus you can reach users based on their demographics, interests, and behaviors, and even the products or services they are actively searching for!

Advanced targeting options

You can also combine contextual targeting and audience targeting to create highly targeted ads, but keep in mind that overly specific targeting can limit the reach of your ads and the results you will achieve.

Targeting options

Formats to use

In order to facilitate the purchase of web banners across various advertising networks, there are standards that advertisers and publishers must adhere to, particularly regarding ad dimensions. The “ad units” or the area available to display the ad on the website or app, are standardized and depend on the available inventory, so it’s advantageous to plan ads in multiple dimensions.

Dans son guide des tailles publicitaires, Google répertorie les tailles publicitaires les plus performantes comme suit:

300×350 (Inline rectangle)

336×280 (Large rectangle)

728×90 (Leaderboard)

300×600 (Half-Page)

320×100 (Large Mobile Banner)

Format de publicité Google Display

Responsives display ads

Maximize your reach and save time with responsive display ads that automatically assemble and adjust to fit nearly any available advertising space. For example, a responsive display ad could appear as a native banner on one site and as a dynamic text ad on another:

Responsive ads

This is a simple and effective option for utilizing the Google Display Network if you don’t have standard web banners available.

Creating compelling ads

A picture is worth a thousand words. When working on designing your web banners, it’s important to create ads that are unique and clearly convey your objective. Here are some simple recommendations for creating your web banners.

Make sure to be relevant.

The ads should be relevant to your audience and your main objective. You want to capture a viewer’s attention and offer them a compelling proposition.

If you’re lacking inspiration to craft the right message, keep in mind this simple process:

  • Define what your target audience cares about;
  • Think about the unique offer you can provide to this audience;
  • Combine your unique proposition and your target audience’s focus point to create a message that will resonate with them personally.

If you’re using contextual display advertising, your ad is already on a website with content similar to your product. When a user clicks on your ad, it’s important that it leads to a corresponding landing page, not just your main website.

Keep mobile in mind.

It is estimated that currently, 70% of Internet access is done via mobile phones.You should therefore create ads with mobile display in mind first. As you’re working with limited screen space, the best mobile banners use clean and simple designs: keep your logo upfront, use short text, and use high-quality visuals that complement your message.

A compelling, concise, and clear design.

Google advises to use “3 Cs” When it comes to creating display ads: compelling, concise, and clear. Your ad should stand out with an eye-catching design, featuring a clear call-to-action (CTA) button.

Use high-resolution images. Ads can be very compact, so your message and call-to-action button should be concise. Lastly, your marketing objective should be clear; avoid overwhelming your audience with too much information and advertise only one message: sign up now, check out our sales, etc.

Use animation

If you really want to stand out, animated banners significantly increase click-through rates compared to static banners, by as much as 267%, according to a study by Adform.It’s easy to understand why: when ads have movement, they are much harder to ignore.

Fortunately, you don’t need to be a developer or even master programming languages to create an HTML5 ad. There are dozens of tools (such as Google Web Designer, Bannersnack, Flexitive, etc.) that allow you to create HTML5 ads.

Leave it to our team to create dazzling banners for you that will make you stand out from the crowd.

Mesure your results

Whatever way you’ve chosen to launch your Display advertising campaign, you need to track and evaluate the performance of your ads. What is your marketing objective, and is your digital campaign helping you achieve it?

Impressions Quantity and Frequency: How often your ad is displayed and how frequently it’s shown to the same person.

Cost per thousand impressions (CPM): The average cost for 1000 impressions.

Click-through rate (CTR): Indicates the level of engagement with your advertisements.

If you’re also using Google Analytics to analyze your website’s performance, you can track the traffic from your Display campaigns to your landing pages:

New website visitors: How many new visits after the campaign launch.

Engagement: Time spent on your site, number of pages viewed, bounce rate

Number of conversions: How many visitors have completed your goal after visiting

Don’t forget that the primary goal of web banner campaigns is to increase your company’s visibility. Don’t be too harsh on your initial results and stay alert for an increase in brand searches or website visits from new channels.

Is a display camapaign worth it?

Since it’s virtually impossible to avoid banner ads online, it’s an excellent channel for reaching consumers no matter where they are, and the relatively low cost per impression makes it possible to reach large numbers. of people for a moderate investment. Display advertising can help you reach targeted customers, drive engagement, and attract users to your site.

If you have a measurable goal for your campaign, create compelling ads, and track the results, web banners can help you grow your business on the web. Contact us to learn more about the possibilities available to your business.

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