Does Display Advertising Work For Small Businesses?

Display advertising is very different than advertising on a search engine like Google.

All the big websites like espn.com or foxnews.com have display advertising or picture ads on the website.

For right now, I don’t believe display advertising works for small businesses. And on the whole, display advertising should be a lot more effective right now than it is.

Why is it not better?

Publishers (or people who create the websites and try and make money off the clicks) will set up the ads on the website to increase the likelihood of clicks as much as possible. Why? Because the more clicks that happen, the more money they make. But the problem is that the vast majority of people that click on these ads do so by accident.

Like, you’re on a website, the arrow of your mouse goes over an ad and you try and click something but before you know it, the ad expands and you accidently click on an ad. This especially happens on cell phones just by inaccurate touch screens.

So because of this, advertisers (the people who are paying for clicks and trying to generate sales leads or some other action) will pay for lots of clicks but get no results they’re hoping for. Because of this, they don’t make money off the advertising.

Bigger companies can absorb these losses and still be happy because their brand is still advertised and shown. But for small businesses that can’t afford to spend money and not make anything back, it’s very bad.

Display advertising will truly hit the big time once publishers stop taking short cuts and not collect accidental clicks. They need to not trick people in clicking on the ads. Just let whoever is interested click on the ads. Then the advertisers will make money and want to increase their click budget with the publishers. Once this starts happening, display advertising will become a very viable marketing option for small businesses. Until then, don’t waster your money.

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