Banner ads are a popular advertising tool for any business. You can display information about new products, promotions, or special offers that entice shoppers. Well-designed banners do more than convert browsers to buyers—they keep your brand top of mind for shoppers who are contemplating their purchases and might become lifetime customers.
Targeted display ads are even more powerful, both for your sales goals and your brand awareness goals. Let's dive into why targeted display ads should be on your marketing to-do list, different mechanisms for targeting ads to other buyers, and how we can help your ad campaigns elevate your brand.
What Are Targeted Display Ads?
Targeted display ads appear to buyers across websites, social media channels, and other online platforms. They "target" different shoppers based on demographic information, shopping habits, interests, and past online behavior. Hence, the ads pop up in front of more interested buyers rather than general online audiences. Not only does targeting increase your conversion rates, but it ensures your limited ad budget is spent putting ads in front of the right eyes, not disinterested audiences.
Display ads are more nuanced than search ads, another popular marketing tool. Search ads appear to shoppers once they have already searched for brand, but targeted display ads find the right-fit audiences before they've explored by considering their habits and behaviors. Both ads are powerful options, but targeted display ads pack an extra punch regarding brand awareness and familiarizing new audiences with your company.
How Do Targeted Display Banners Work?
Targeted display ads work by analyzing online audiences' browsing behaviors and targeting parameters. You can set parameters for age, interests, and other factors, so the ads only reach qualifying audiences. Once your campaign begins, your banner ads will reach shoppers with the right criteria on mobile and desktop websites, while audiences without those qualifying factors won't be able to see your ads.
You can run multiple targeted display ad campaigns simultaneously, so each campaign has the right messaging for each buyer persona you prioritize.
What Are the Benefits of Targeted Display Advertising?
Targeted display advertising brings many benefits to the table. Some of the key ways these ads can help your business are:
- More engagement in sales and brand awareness: You don't have to wait for someone to search for your business to reach them. Targeted display ads reach likely audiences so you can start building a connection with them.
- Filtering out bad leads: When your ads only appear to audiences you cater to, you don't have to worry about spending money on clicks that aren't likely to bring in revenue. You can also be sure shoppers reaching your site through the ads are interested in your brand.
- More control over messaging: You can create suitable ads for increasingly granular audiences by matching the messages to your preferred targeting parameters.
- Valuable data: Google Analytics will display your display ad campaigns' traffic and purchase outcomes. This gives you valuable insights about what campaigns (and targeting parameters) work best, what buyers are the most useful, and how to optimize your subsequent campaigns for even better results.
How Can You Target Your Display Ads?
There are many different mechanisms for targeting your ads to varying shoppers in other times or situations. Consider these popular options:
Geo-Targeting
Geo-targeting places ads based on the audience's location. You can create local ad campaigns for your region or pop-up ads based on where in town your shopper is traveling.
Site Retargeting
When visitors come to your site and leave without making a purchase, that feels like a lost customer, but site retargeting ads "remember" when someone has visited your site and send them helpful, welcoming ads to bring them back.
Search Retargeting
Search retargeting ads help audiences that take more time to make a purchase. You can create ads for viewers based on their past search behavior, so you can repeatedly reach them while they're still considering their options.
Keyword Targeting
You can align your ads with specific keywords that interested shoppers are likely to use. Once shoppers use those keywords on shopping sites or search engines, your ads can queue up to appear in front of them.
Category Targeting
Instead of relying on specific product keywords, this type of targeting finds shoppers looking up adjacent keywords or products in your 'category' or niche. Then your ads can reach shoppers who weren't sure what specific product they needed or might like your product better than competitors.
Where Do Targeted Display Ads Appear?
Targeted ads managed through Google Display Network can reach audiences virtually any online platform. Along with mobile and desktop websites, they can also appear on OTT/CTV streaming platforms and apps.
How to Consistently Keep Top-of-Mind Status
Targeted display ads don't just engage shoppers when they're about to make a purchase. They keep your brand top of mind as shoppers browse their options and even go about their day-to-day activities after starting their search.
This strengthens your audience's familiarity with your brand and can lead to more sales. Mid-West Family Northern Illinois supports small and local businesses with targeted display ad management, custom marketing solutions, and more. Contact us today to create a powerful sales and brand awareness strategy.
