Targeted display ads are a powerful tool for any marketing campaign. Indeed, these ads are often thought of as existing solely to drive lead generation. However, display ads also help accomplish many other marketing objectives, including building brand awareness and maintaining top-of-mind awareness.
Start now if you haven't already considered using targeted display ads as part of your marketing mix! Let's discuss why this form of marketing is so effective and how it works.
What are Targeted Display Ads, and Why Should I Consider Them?
Targeted display ads are defined as "an [online] advertisement that is served to a specific audience, which could be a particular demographic, a group, or an individual."
These ads benefit companies that want to streamline their marketing efforts and focus on audiences with the highest potential value. After all, the whole point of targeted ads is to present your messaging to the people most likely to be interested in it (and ultimately to buy from you)!
Of course, there are several types of targeted ads besides display ads. For instance, many companies also invest in targeted search ads. What's the difference? According to Google, "while Search ads show up to potential customers the moment that they start looking on Google for what you offer, Display ads show up while people are visiting sites across the Google Display Network [a network of websites]."
How Targeted Display Ads Work
At their core, targeted display ads are informed by consumer data and driven by digital capabilities. Digital advertising networks can deliver targeted ads based on several criteria, including location, age, gender, search behavior, and so forth. Companies can show their ads to specific consumer groups systematically yet relatively unobtrusively.
The Power of Targeted Display Ads
Targeted display ads can benefit any business, regardless of size, budget, or industry. Why? Because targeted ads allow marketers to connect with the right consumer subsets in a way that won't bust their budget. Such targeted ads can contribute to the accomplishment of any number of marketing goals, including:
- Increased Sales
- More Leads
- Greater Brand Awareness
Targeted Display Ads Options
You can explore several options in terms of how to implement targeted display advertising. These include the following areas:
- Geo-Targeting - This may include people who visit one of your brick-and-mortar stores or live within a certain geographical radius.
- Site Retargeting - Retargeting (or remarketing) ads will only appear to users that have somehow interacted with your brand. In the case of site retargeting, you can display a particular set of ads to users who visited your website but didn't finalize a purchase.
- Search Retargeting - Like site retargeting, you can also target online users who input a certain keyword or phrase into Google (or another search engine).
- Keyword Targeting - In this context, keyword targeting refers to advertising based on content that contains specific keywords your target consumers will be interested in.
- Category Targeting - Advertisers can also use a targeted display ad network to deliver messaging to sites within specific categories (in addition to consumers that are part of segments).
Where Will Consumers See Targeted Display Ads?
Display ads are suitable for a wide range of online platforms. For instance, banner ads can be seen on websites, apps, or even OTT/CTV channels (e.g., YouTube, which often features banner ads in the bottom half of the screen). Banner ads can also be published natively or within the context of a certain piece of content. They often show up beside blog posts or other forms of web content.
Creating a Strategy with Mid-West Family
Targeted display ads can be integral to your larger branding strategy. They can contribute to key business goals and reach the right people with your messaging in the right place and at the right time.
Granted, it takes quite a bit of effort and planning to get optimal results from targeted display advertising. It may be especially daunting if you don't have any previous experience with this form of digital marketing. However, when you work with an experienced media partner like Mid-West Family Southwest Michigan, you can enjoy peace of mind and an exceptional investment return.
Reach out to our team of friendly experts today to start the conversation around a winning strategy for your brand. By leveraging the power of targeted display ads, you can expect your business to experience significant growth quickly.
