Understanding digital display targeting

Ever wonder about those ads that follow you around?

display behavioral targeting tactics
When someone uses a search engine to research a service or product, if your business isn’t seen in the search result, an alternative will be chosen. If that consumer is ready to buy in that moment, it’s a missed opportunity. Google has called that the Zero Moment of Truth (ZMOT.) However, if that consumer is researching for a purchase in the future your business still has a chance. If you implemented an effective display targeting campaign, your ad message can follow that consumer around for a few days or weeks, letting them know the benefits that they might enjoy buying from your company.

For those of you who don’t know this is called retargeting. Google calls it remarketing. Either way, it is extremely effective in creating and increasing consumer awareness throughout the consumer decision journey. From the original information gathering stage to the final decision, retargeting has increased the likelihood that a consumer will choose a product by three times when used over multiple channels simultaneously.

We have all had the experience described above. This is one of digital targeting that major brands use to make you aware of their product during the research phase. What most local business owners do not know is that this type of targeting is available to all advertisers for modest ad budgets. Google, Facebook, Instagram, Twitter, LinkedIn, Amazon, and a multitude of other ad networks all provide this type of targeting.

The following is an overview of the types of digital display targeting available to you, the local business operator.

Search retargeting
One of the most powerful tactics available to business operators trying to grow volume is search retargeting. Google and others use this technology that captures data associated with the search and then delivers your message to these same consumers (known as intenders) for up to 30 days after that search, within their broad display network. Local businesses using this tactic do not need to be clicked or even seen in search to have their message be dispatched to follow the consumer around. This is powerful for businesses that are struggling to be noticed on search in their key categories. It also creates an opportunity for brand awareness during the entire customer decision journey from the time that they first think about researching your product until the moment that they decide to buy. Search retargeting is a powerful tactic that most major national brands use regularly but is surprisingly a missed opportunity by many local businesses. It can give your business a secret weapon against competitors who may rank higher in search results.

Site retargeting
According to the Think With Google newsletter, 97% of first-time visitors to your website will not act. Site retargeting will deliver your ad continuously for up to 30 days to remind your best prospects that your business is ready when they are. The larger the monetary size of the decision the more time the buyer will take before contacting your business or your competitor. Site retargeting allows you to make good use of that time to increase awareness of your brand, with any special offers, so that when the purchase time arrives, your business has the best chance of getting the sale.

Category contextual targeting
Category contextual targeting delivers your message to your potential customer based on the content that they are reading or video they are watching online. This content is aligned with the product or service that you offer and is presented to the reader as part of the experience designed by the content publisher. 
Research has historically indicated that relevant ads consistent with the topical content being viewed is appreciated by most consumers. This makes contextual adverting quite effective during the awareness and decision phase of the consumer journey.

Keyword contextual targeting
Keyword contextual targeting makes placement decisions based on search terms used matched with content focused on those terms. For example, if you have a campaign focused on furniture, keyword contextual technology finds relevant websites that include furniture content, as well as relevant audiences that have an interest in those targeted words and phrases. Your message will follow your prospect around on all their digital devices including smart phone, tablet, laptop, desktop, and even smart TVs. Again, awareness of your brand increases with each session for 30 days or the amount of time that you designate. By the time that consumer is ready to decide, they will have seen your message 2 to 19 times. 

Geofencing
Geofencing technology allows advertisers to reach users wherever they go including competitor’s locations or events they attend. With precise polygon location mapping, you can target actual buildings, parking lots, event venues (not just entire blocks) where your “look alike” audience frequents. For instance, if you are a cowboy boot retailer, geofencing a country music concert event and then running a 30-day promotion to drive concert attendees into your store could be an effective strategy.
If your ideal prospect can be defined by where they go, geofencing consistently delivers great results and high return on advertising investment and should be part of your omni-channel digital marketing effort. 

Addressable delivery
U.S. Postal Service Mail (snail mail) marketing is still one of the most popular forms of regular messaging for local businesses and non-profits. While direct mail is effective, it has been proven that delivering targeted digital display and video spots to the households on your mailing list increases responsiveness to direct mail campaigns. Leverage the investment already made in your loyalty club and direct mail list by uploading your mail database into a digital addressable delivery system. Deliver targeted display along with your direct mail campaign and watch your audience response rate improve. This tactic is especially effective for auto dealer service departments with a list of make and model owners and any retailer or restaurant with a loyalty club. CRM lists can benefit your digital marketing efforts and increase effectiveness to direct mail programs that you may have used for decades!
Contact us for more information, clarification or a consultation.

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