Digital Playbook: Targeted Display

Chad & Lindsey

 

Do you ever wonder how the perfect ad always seems to find you? There is a method to the madness. With targeted display ads, you can precisely pinpoint customers demographically, geographically and generate trackable leads.

Targeted display advertising is digital marketing that targets potential customers based on a wide set of variables, such as demographics, online habits and interests. 

Targeted display advertising uses static images and video of various sizes to display advertisements on websites and apps while users surf the web. Targeted display advertising is digital marketing that targets potential customers based on a wide set of variables, such as demographics, online habits and interests. 

Unlike Pay Per Click (PPC) or Cost Per Click (CPC) advertising, targeted display advertising is charged by the impression (CPM) and not by how many people clicked on the banners. This makes it one of our most cost effective strategies for any business size!

TACTICS MATTER

The first step to kick off your targeted display campaign is identifying your business goals and determining which tactics are most relevant to your campaign. In most cases, campaigns, will use a blend of tactics, such as:

  • Site Retargeting
    This tactic targets users who have visited your website. This is important because there’s a higher chance of conversion with someone who has already shown an interest in your product or service.
  • Search Retargeting
    People searching for certain keywords and/or phrases will be targeted with your banners. The keywords selected are based on search volume and relevance to the campaign.
  • Contextual
    Targets ads next to relevant content on a website.
  • Geo-Fencing
    Targets people who visit specific physical locations, such as your competitor’s store or events happening in your city. Once a person enters the geo-fence, they can be targeted through their mobile device for up to 30 days.
  • Advanced Audience Targeting
    Combination of demographic and behavioral information used to target ads

The blend of tactics used in a campaign depends on of the needs and goals your business. Each campaign is uniquely designed to fully optimize your budget and provide the best results. The key is knowing your company and the audience you want to reach.

Ready to help customers find your business? Reach out today!

 

VP of Digital Marketing Chad Howard leads the team with a focus on client development. With more than 17 years’ experience in digital marketing, client service, thought leadership and brand development, Howard develops effective integrated digital solutions for TOPS clients.

Digital Strategist Lindsey Ball focuses on Campaign implementation, Social Media and Reporting. Ball has 5+ years’ experience in digital marketing and enjoys finding the best digital solutions for each client’s specific needs. They both love providing clients with a full-service portfolio of digital marketing products.