Many advertisers work hard to find the right websites to target and simply show their ads there. Whilst doing this drastically improves how you reach customers, this approach is only half the story and usually leads to poor conversions and low click through.
Using DoubleClick, Googles Display Network, Facebook Exchange and many others, we segment and target customers based on demographic, location and much more. We can target users based on the actions they performed on your site, or find similar customers too those you already do business with and target those too. These are a small number of intelligent ways we can ensure you get to the right customers at the right time, reducing your waste and getting detailed reports on every pound spent.
We have highlighted below some opportunities within display that can benefit you, however its often the case that a campaign will need to be customised to you and your business to work most effectively. If you would like to discuss your display needs, or if you are still confused please feel free to call us on 0116 298 7485. We’ll be able to take time to run through your options and let you know what’s best for you. We pride ourselves on being transparent, and because we are all trainers, we are able to give you the information to make qualified ad informed decisions.
Refined Google Display Network (GDN) Targeting
Google’s Display Network represents over 80% of sites used by visitors in the UK. That’s a huge number of websites all engaging with potential costumers talking about the products or services that you offer, and Googles display network is potentially only one option available to you. Using display you are able to join that discussion early, displaying ads to customers that might not have thought about you
As mentioned above, targeting the right websites can sometimes be only half the battle. Knowing the profile of your core customers, targeting these customers with refined and specific ads improves click through and conversion rates. For example Women in the UK over the age of 45, with an interest in music and art might convert the best on your site, or possibly the worst. Using Doubleclick you can target or exclude this demographic, even finding similar demographics with similar browsing habits that you can target too.
The power of Remarketing lies in its flexibility and ability to target those customers you know are close to purchase. As far as Display networks go, remarketing will offer you the highest conversion opportunity.
For some of our clients Remarketing offers a second chance to reach customers that did not convert. For others, Remarketing may be used to up sell more products based on the ones already purchased. You are able to decide who you want to target, when and where, all based on a huge variety of actions they made on your site. You might want to target customers that have items in their basket but not completed checkout, or customers that have not logged in in the last 30 days. You might even want to segment your remarketing by demographic, showing specific ads to specific groups of people. All this and others like this are possible using remarketing.Find out more...
Facebook Exchange (FBX)
Facebook exchange is similar to both Googles Remarketing and Dynamic Remarketing, except adverts are shown specifically on Facebooks pages. Facebook Exchange allows you the ability to create static or dynamic ads to customers who have visited your site, whilst they browse Facebook.
Dynamic, eCommerce Remarketing
If you have an eCommerce site and a product feed, you will have the potential to harness Remarketing in an even more powerful way; Dynamic Remarketing. By linking your feed to your remaketing “list” (a list of visitors that have visited your site) you will be able to remind the customer about specific products they have been interested in, or upsell new products a specific amount of time after purchase. All of this works dynamically with a little set up help from an expert. When combined with special offers and discounts you might want to offer those customers, you are reducing your risk of losing that sale to competitors.
Display is still considered mainly a branding tool, despite the new developments in display listed above. Showing your ads to large volumes of people viewing pages surrounding your products. With such a high level of targeting options available, you an be sure that your branding budget is utilised effectively, minimising the waste you might see in other media formats.
Other DSP’s and Alternative Solutions
The world of display gets very confusing once you move away from Facebook Exchange and Google. Even the most experienced marketers can be baffled by the choice and complexity of DSP and the RTB ecosystem. Jargon such as eCPM, SSP, RTB and DSP only works to confuse matters further!
With that said the reach you will be able to achieve through DSPs (the party you can buy these impressions from), which centralize inventories from supply-side platforms (SSPs), means you have access to a pool of over 15 billion impressions per day and rising. With Google restricted to their own network, DSPs offer an improvement on Google in the sheer amount of impressions you could serve.
This type of display advertising used to be for large advertisers only, however more recently access to these networks have become far far easier with lower barriers to entry. Some DSP’s even offer a simple cost per click bidding option. In addition, the explosion in cookie data has meant you can find similar customers and target those too.
With so many options it is worth speaking to one of our account managers about which ones suit you best. CALL TO ACTION?