The Benefits of Targeted Display Advertising
At the top of the marketing funnel is “Awareness.” A consumer’s entire buying decision will start here. Obviously, they can’t purchase your service if they don’t know about it, so building awareness of your business is imperative. As the consumer becomes more and more aware of your services, they may start to build interest. Over time, with enough persistence on the part of the advertiser, the consumer will (ideally) work their way down the funnel and eventually come to the purchase decision.
Building awareness is just the start of what can sometimes be a lengthy process--especially if what you’re selling has a higher price tag. The key to driving the consumer through the funnel is consistency. You want them to have your business on their mind until they eventually make the decision to purchase your services. They can reach this point out of necessity (their pipes are leaking and they need a plumber ASAP) or from constantly being reminded of your business and services. One of the best ways to keep your potential customers thinking about your business is to use targeted display ads.
Build Awareness with Targeted Display Ads
Think about a person who drives to work every morning. Each day, they take the same route, and they pass by the same billboard. After a few weeks of seeing the same advertisement on that billboard, the image of the ad will stick with them. The idea is that the consumer will eventually have a need (or want) for the product or service advertised on the billboard, and that image will still be with them. Targeted display ads are like little billboards that are personalized to users, and appear across their social media platforms and other websites.
Display ads work in the same way that billboards do, in terms of keeping your services or business on the minds of consumers. The more they see your ads, the more they will think about your business. However, display ads differ from billboards in that their messaging can be altered to keep the ad “fresh” and prevent the consumer from seeing the same ad over and over again. While building awareness of your services is an important first step to growing your business, it’s not the only thing display ads are good for.
Users who have visited your website but left without contacting you or making a purchase decision may seem like a lost cause, but there’s still a way to convert those users into customers. With display ads, you have the ability to “retarget” or "remarket" those potential customers. This just means you show your ads to those users who visited certain pages on your site, ensuring they keep your business or services in mind. Remarketing can be the perfect way to catch those consumers who are on the fence about buying your services.
Target the Right Audience
You can have the best-looking display ad in the world, but it doesn’t mean much if the right people aren’t seeing it. The magic behind targeted display ads is the targeted part. With modern targeting practices, you can hyper-focus your ad so that it gets in front of the people who would benefit most from seeing it.
There are a plethora of ways to target your ads, including but not limited to:
- Search Keyword Targeting
- Mobile App Targeting
- Device Targeting
- Operating System Targeting
- Geo-Targeting
- Demographic Targeting
- Behavioral Targeting
- Credit History Targeting
- Psycho-graphic Targeting
Those are only a few of the ways you can hone in on the right audience. Your display ads will not only boost awareness, they can help with lead generation, conversions, impressions, or driving traffic to your website. You may not see an overnight boom in business from targeted display ads alone, but with a focus on increasing awareness, you will be on the right track to gaining new customers.
Thanks for reading and stay tuned for more marketing tips and tricks!
