Many businesses choose to forgo display advertising because the ROI is low or difficult to calculate, but it does deserve a place in your digital marketing plan.
Why should you invest in display advertising?
Top-of-mind and impression advertising take time to work, but they pay off years down the road with consistent advertising and market saturation.
But don't invest in display advertising right away. Wait until you're ranking at the top of the search engines for keywords related to your products and services. Why?
Investing in search engine optimization and search engine marketing will yield a better upfront ROI. You'll want to make sure your website is easy-to-navigate and full of relevant content, and you'll want to keep your content engaging and updated regularly.
After you get into a good rhythm with your website content, then invest in display advertising to boost brand awareness and start driving traffic into the top of your sales funnel.