Making display ads meet your goals

Making display ads meet your goals


Hi! If display advertising sounds like
something that might be interesting to you before you start,
it’s important to understand what display does well,
and decide what your goals are. This could not only help you set
the right expectations it could 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 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 upfront you can then build out different adverts 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 film podcast example. Before you can turn
people into subscribers they need to know that you’re there. Display advertising can help you here,
giving you a way to reach a broad target audience. So, if building awareness
of your business is a goal you’ll want to target a broad audience and use adverts to make
a great first impression. This is a good time to think about
what might catch someone’s attention. Remember, they’re not actively searching
for you when your adverts show up. Is your film podcast
the most popular one online? Do you feature exclusive interviews
with the best directors? These could be great attention getters. You can even consider giving film fans
a taste of your brilliant content in a rich media video advert. Right, setting goals can help
guide you as you build out your display advertising campaigns. The next stage in the funnel 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 benefit of whatever product or service you offer. At this point you might narrow down
your audience a bit more to include people who’ve been
to your site before. Or maybe people who are really interested
in the products and services you offer. Next on the sales funnel is to focus
on people who are already considering the solution you offer. Here you might really refine your message,
zeroing in on what exactly makes your product or service so great. So, for your film podcast you could talk
about how many subscribers you have or use testimonials from happy customers. Remember, you won’t be targeting
everyone with this message. These adverts will be targeted 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 adverts
with special offers or incentives targeted at people
who you know have shown interest in your podcast
but who haven’t become subscribers. Retargeting is especially useful
at this point. Remember, you want to target people that you know have been researching
you online and get them to consider you and eventually convert. Well, retargeting is a way
to accomplish 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 podcast website
after spotting an ad. Looked through some pages and even
made it all the way through to the subscription page,
but didn’t quite make that final leap. With retargeting campaigns you can define
these near misses as your target audience, then you can show this specific
audience adverts to help entice them back to your website. This time they might visit your site
and finish that subscription form. 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.

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