Over the past couple of years, Google has announced some big changes to the way it approaches consumer privacy. Well-intentioned though these changes might be, they have caused no small amount of anxiety among digital advertisers, who lament the decline of third-party cookies and other useful targeting features. (We would argue that these changes are ultimately bad for the end user, as well, potentially leading to a less-personalized online experience.)
It takes some time to develop a comprehensive programmatic ad campaign… but ultimately, that time can prove very well-spent. Not only does proper planning help improve your results, but it can also make it much easier for you to pivot and adapt as necessary.
There are plenty of reasons why we encourage our clients to invest in display ads, but if we had to boil it down to just one, it would probably be because the research shows that customers are more than 70% more likely to use your brand when exposed to your message after initial exposure. Display ads are pretty much everywhere. With the right strategy, you can use display ads to engage with customers across their digital experience, no matter the device or platform they’re on.
Whether you realize it or not, you’ve probably found yourself on the receiving end of a retargeting campaign. Consider this example: You do some research before purchasing a new mountain bike by browsing the website of one of your favorite bicycle manufacturers. You make note of a few promising models, but don’t commit to making a purchase just yet.
What percentage of your website visitors actually become paying customers? It may be a much lower number than you’d think. According to some studies, only about two percent of website visitors convert on their first visit. Fortunately, there are strategies you can employ to follow up with the other 98 percent, potentially coaxing them to return to your site and complete a transaction.
A visitor makes his or her way to your site, does a bit of exploring, and leaves without taking any action, no forms filled out, no purchase made. How do you get them to come back, so you can connect with them and at some point make the sale? This is the point that retargeting campaigns come into play. And even if you don’t know these campaigns by name, if you have spent anytime searching or researching products on the web, you have experienced retargeting campaigns.
One of the most exciting aspects of digital marketing is that it’s easier than ever before for advertisers to address consumers at different stages of the sales funnel. As a case in point, consider display advertising. Display advertising is a strategy that’s proven highly effective at building brand awareness and even engendering favorable attitudes from consumers, before they reach the point of purchase.
In a perfect world, the consumer journey would be simple and straightforward. It might look something like this: An interested customer conducts an online search, and comes across your company website. After visiting the site and reading up on your products and services, the customer decides to make a purchase. That customer either buys the item directly from your ecommerce store, picks up the phone to call you, or drives to your brick-and-mortar location to complete the transaction.