Display ad MarketingShow advertisement Marketing
Get to know the types of display advertising that can extend your reach.
Advertisement display: There are 3 ways to enhance your targeted campaigns
And as many advertisers know, the click-rate for display advertisements is generally less than staggering.... Now don't get me wrong, display ad can be a great way to promote your company, especially if you're trying to increase your brands notoriety. It' s a ploy to use your analysis information to make sure your advertisements get to the right place at the right moment.
In this sense, we take a look at three simple ways to enhance the power of your display displays. It is assumed for the purpose of this paper that you are using Google AdWords and Google Analytics, but these policies also cover a wide range of other sites.
Google wants you to get a lot of glimpses when it comes to display advertisements... many and many glimpses. This means, as you can probably guess, that it's in Google's best interest to make creating a display ad campaign as simple as possible. The only thing you have to do is put together a few advertisements, build a AdWords ad campaigns, select a theme you want to address, and your advertisements will appear across the world.
They sell marketing softwares, so it makes a great deal of difference to talk about marketing. Yes, the subject is important, but not every site that Google describes as a "marketing" site will be the kind of site Moz or Salesforce wants to be on. As an example, I think that a company like Moz or Salesforce might want their advertisements to appear on websites like Inc. com or Search Engine Land.
These sites have a very important public. Well, I may be mistaken, but I'd be willing to wager that when Salesforce and Moz put their marketing strategy together, "like to hack Instagram passwords" wasn't one of the key characteristics of their buyers personalities. Although Moz and Salesforce are looking for interest rather than subject matter, GetJar is probably still not a good place for them to place their advertisements.
You can see from the example above that focusing on a subject or interest does not mean that your advertisements will appear on the right pages or in front of the right persons. Chances are that if you've used theme or interest targeting, your advertisements will appear in all kinds of amazing places.
In order to see where your advertisements are actually placed, open your display campaigns in AdWords, click on the Display Network tabs and click on "Placements": It will show you exactly where your advertisements were shown during the period you selected (I suggest you look at the last three month or so) and how many views, hits, conversions, etc. were shown on your advertisements viewed on this site.
In a nutshell, sites on which you have explicitly stated to AdWords that they should serve your advertisements have "Managed" state. Every website that Google has selected for you has the Auto state. Ditching into this review should give you a good deal of insights into which sites you should target and which are not valuable to you.
As an alternative, you can get many hits from certain websites, but these hits have a high rebound ratio, which can mean that you have a kind of imbalance that needs to be fixed (e.g. false audiences, false ads or false target page). Don't get me wrong, it' not always a good idea to use subject or interest aiming.
Subject and interest orientation can be a good way to identifying new websites that provide excellent results. But if you don't rigorously fine-tune your targeted and ad space, it can be a good way to spend a great deal of cash if you give Google the rein on your display marketing efforts. It may seem strange at first sight to speak about the catchword policy in a display ad, but textual targeted can be a good way to conduct a display ad campaign-provided you use the right catchwords.
Unfortunately, this doesn't mean that the websites Google selects with your catchwords will always be of relevance just because a catchword seems to you to be of relevance. Let's face it, Google boots are still quite hit-or-miss in terms of the semantics. Obviously, you can (and should) use the processes we talked about in the last section to enhance the power of a targeted marketing strategy, but if you really want to get the most out of your targeted marketing strategy, you need to know how your audiences talk about your local area.
Luckily, if you also run funded researches, it's actually quite easy. In AdWords, open a related payed ad campaigns, click the Keywords page, and then click on " Keywords ": Those words or phrases should be the basis for your targeted textual context and your targeted word strategies. While such an appetite will not ensure overwhelming results, it will deliver much better results than selecting words that seem pertinent to you and incorporating them into your campaig.
In comparison to the last two strategies, target demographics seems almost too easy. Yet many marketeers do not use their demographics to enhance the effectiveness of their display campaign. Chances are good, even if you miss a few converts that restricting your targeted to females under the age of 35 will result in much better overall results.
Luckily, if you're not quite sure what your audiences are and you're getting pretty good Traffic on your website, Google Analytics can help you help your audiences find your audiences. Just open Google Analytics, click on "Target Group > Demography > Overview" and select the Converter segment: If you look at the GIF above, it seems like you're going to run display screens for everyone outside the 25-44 ages group, which would be a wastage.
Indeed, it might be interesting to try to exclude females from this client's display ad targeting to see if this would enhance the results, as only about 18 per cent of their conversations come from females. When you don't have the information to run this in Google Analytics, you can use the AdWords Reporting Editor to see how different segments of your demographics respond to your advertisements.
However, now let's take a look at the real Demography this customer is looking for (to do this in your own AdWords user interface, open your display campaigns in AdWords, click on the Display Network tabs and click on "Demography"): And the good thing is that this customer mainly shows his advertisements to men, which corresponds to the DEMographical profiles of his population.
A simple change in target to eliminate people outside the 25-44 target group could free up a third of this customer's display ad spending! These budgets could then be directed towards achieving more results from this or other initiatives. If you know exactly, the succes or fail of your display ad marketing initiatives will depend on how well you use your information to optimise your targeted strategies.