How to Improve Display Ad Campaign Targeting?

29/09/2017
Be it remarketing, product-specific display, membership programs, or discount offers, these key types of display advertising can be an excellent way to bring your business to a new set of eyeballs and increase brand awareness. We look at some practical ways that can improve your brand visibility with a better level of targeting.

Be it remarketing, product-specific display, membership programs, or discount offers, these key types of display advertising can be an excellent way to bring your business to a new set of eyeballs and increase brand awareness. Display advertising is similar in processes and outcome as other forms of digital marketing. Get it in front of the right set of people at the right time, and see the miracle of high CTRs. However, many marketers fall short on this crucial goal.

In this post, we look at some practical ways that can improve your brand visibility with a better level of targeting:

1. Adding a personal touch

Nothing works better than having a greater degree of personalisation attached to your marketing messages. If your headline and caption resonate with the current and relevant pain points of the customer viewing the ad, there will likely be a better conversion.

Along with personalised captions, also make sure to use clear and sharp images that do not turn pixelated irrespective of the device or screen size in which the user is viewing the ad.

2. Get your KRA right

Google’s business objective (earnings by impressions) will be far different from your own internal marketing KRA (earnings by conversions). Make sure that you realise this and set up ad campaigns that are targeted the right way. For instance, if you have a mobile app development ad to be shown, you need to factor in uncommon sites like Inc.com, Entrepreneur, Forbes, TechCrunch, TED, or Mashable. These sites are where your key audience (business owners, CxO, CTOs) will be likely to follow and this is where you can reach out to them.

So, targeting by interest as well as by topics will be the right way to go.

3. Keep checking placements

Even after setting up the campaign and running it for 3-4 months, you need to keep looking at the ‘Placement’ section (Google AdWords -> Display Network -> Placements). This portion shows where your ads were displayed in the chosen timeframe. It also comes with a lot of stats like clicks, impressions, and conversions.

Such on-going review and assessment will uncover interesting stats like –

  • Sites with lots of impressions but lower number of clicks (you can exclude these as they aren’t worth your time or dollars)
  • Sites with good number of clicks but high bounce rate (this means there is some anomaly – wrong audience or wrong ad placement. Solving the underlying issue will help a lot)

4. Introduce rich media at the right time

Many clients seek to introduce rich media right from the start of the campaign. Our point is that while it is important, it takes a lower priority than setting up the right ads with the right topics for the right kind of visibility. It will be a cost-effective move to start with static images initially and get other aspects fine-tuned for success. Post this, you can add rich elements like hover effects or videos.

As evident, the judicious use of data presented by tools like Google Analytics and AdWords can be a critical differentiator to ensure the success of your display ad campaign targeting. By tiling these pointers, you can improve the efficacy of the display ads and help you with your brand awareness goals.

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