People today are bombarded by so many messages, it can be a real challenge to break through the noise and get noticed. In such an environment, brands want to customize their messaging campaigns to reach groups of people who are most likely to be receptive to what they’re saying.
With Google Display Ads, Riverworks Marketing (a Certified Google Partner) can help our clients use the power of big data to focus messaging on websites, mobile apps and other web locations.
How does it work?
The Google Display Network reaches 90% of Internet users worldwide. With specialized options for targeting, keywords, demographics, and remarketing, you can encourage customers to notice your brand, view an offer, and take action. This tool gives us a way to personalize ads served to consumers, based on machine-learning technology and the data Google collects across its network of sites, such as searches and clicks, to improve the relevancy of the ad served.
The platform learns from online and offline behaviors. They could also include travel, by pulling data from Google Maps for each user signed into the network on their mobile device.
Why Relevancy Matters
Consumers are generally resistant to sales pitches, especially if the product or service is something of no real use to them. However, something that can address their specific needs is actually welcomed and considered useful. To use the metaphor of firearms, it’s the difference between using a shotgun to blast buckshot in every direction at short range versus a rifle that narrowly targets over a longer duration.
Customizing Display Ads
Targeted ads incorporate keywords that Google recognizes as well as demographic groupings based on Age, Parental Status, and where an Internet user falls along the range of household incomes.
A record store wanting to promote an upcoming event about Jazz can focus on people within a certain geographic area (their pool of local customers) who not only like music but are passionate about a particular genre of it. These people are ideally positioned to make purchase decisions based on these factors.
If you’ve performed a Google search of a city, smart ads can nudge visitors to book a hotel or travel to get there, posting the display ad in real time. This essentially puts a brand in the right place at the right time, when someone is (keeping with the gun metaphor) “ready to pull the trigger” on a purchase decision.
Another benefit of Google Display Ads is that we can track the performance of the content, fine-tuning to figure out which audiences are most receptive. Demographic targeting also helps prevent people outside of your chosen demographics from seeing your ads if desired.
A search ad may be a better strategy for a product or service with a high search volume, but display ads are useful in generating brand awareness, even if someone exposed to the ad does not buy the product right away. When they DO make the purchase decision, they’ll be more likely to remember your brand after having seen the display ad.
Riverworks can help you form a Google display ads strategy and determine a budget that works for you. As a Certified Google Partner, we can advise brands on best practices for Google products. Call 423.710.3866 or email [email protected] to learn more.
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