If display advertising sounds like something that might be interesting to you, it’s important to understand what display does well and decide what your goals are. This will not only help you set the right expectations, it will also help you focus and get the biggest benefit for your business.
So,what are you hoping to do with display advertising?
Get your name out to people who might not know about you? Tell existing customers something new about your business? Bring customers back again and again? You can use display advertising to do all these things, but it helps to decide what makes most sense for you and then build your display advertising campaigns around those goals.
If you have lots of goals, a single ad or a single campaign can’t do it all. But don’t worry. If you clearly lay out what you want to achieve up front, you can then create different ads targeting different people for all the right reasons.
A simple way to break down what you want to achieve with display advertising is to think about the different steps of the customer journey as a funnel. The widest part at the top is awareness.
Let’s go back to our bike shop example. Before you can turn people into customers, they need to know you exist.
Display advertising can help you here, giving you a way to reach a broad target audience--for example anyone interested in sport or outdoor activities in your local area. And you can combine this with ads that will make a great first impression.
Now this is a good time to think about what might catch someone’s attention - remember, they’re not actively searching for you when your ads show up.
So do you stock the latest top of the line bike that every cyclist want to get their hands on? Do you run in store events with famous riders? These could be great attention-getters at this stage of the funnel.
OK, let’s keep going. The next stage is all about shaping people’s opinions of you, and making sure that they remember you in the future, when they want what you’re selling.
So if this is one of your goals, you can create new display advertising campaigns that use messaging to reinforce your competitive advantages and really highlight the benefits of what you offer.
At this point, you might narrow down your audience a bit more to include people who are very interested in the products and services you offer. So, try to focus your targeting on people with “cycling” as one of their interests.
Next on the sales funnel, is to focus on people who are already considering what you offer. Here, you might narrow your targeting to people who've previously visited your site, and really refine your message for them, zeroing in on what exactly makes your product or service so great.
So for your bike shop, you could talk about your complimentary annual bike servicing and use testimonials from happy customers. Remember, you won’t be targeting everyone with this message...these ads will be limited to people who you know have been looking into you.
The last step in the sales funnel is the purchase. If your ultimate goal is to get people to become paying customers, you need to focus on conversion. For example, you can use ads with special offers targeted at people who you know have shown interest in specifics products, but who haven’t bought from you yet.
Remarketing is especially useful at this point in the funnel. Remember, you want to target people that you know have been researching you online, and get them to consider you and eventually convert. Remarketing is a way to accomplish exactly that. It lets you show adverts to people after they visit your website, or do specific things that indicate their interest.
Say someone visited your website after spotting an ad, looked at some products, and even added a few to their shopping basket — but they didn’t quite make the final step.
With remarketing campaigns, you can define these “shopping cart abandoners” as your target audience.
Then, you can show this very specific audience adverts to help entice them back to your site. This time, they might visit your site and finish their check out. Just like that, you’ve got yourself a new customer!
Defining exactly what you want to get out of your display advertising will help you create campaigns that are focused on your different business goals. So whether you want more people to know about your business or you’d like to turn more visitors into paying customers, display advertising can help.
Advertising networks connect large groups of websites offering advertising space with people who want to advertise on them. This video examines:
- how websites and businesses work together
- common things advertising networks do.