Display Advertising is an extremely powerful tool, with the right strategy and management, you can put your business in front of the right demographics, who are interested in your products or services at the right time and in the right location.
Using the data at our disposal from your existing Pay per Click and Analytics in addition to our knowledge and experience, means we can get you in front of the right people at the right time. The Display Network is a very cost effective marketing tool and can be used to advertise and educate potential customers of your brand and products at the beginning of their research phase. Display Advertising campaigns can also increase search activity in your brand, products or services by up to 155% with a further uplift in conversions of 59% when users search for you after seeing your Display ad.
The average Click Through Rate for a Display campaign in the UK is 0.07%, meaning your ads can potentially be seem tens of thousands of times without any or for a relatively low cost. Display also helps to bring customers back to your website through Remarketing when they are ready to make a purchase.
Googles Affinity Audiences are designed to work in a similar way to TV advertising. Split into over 80 segments based on interests and lifestyle. Affinity Audiences represent a perfect opportunity to put your brand, products and services in front of a captive audience at a relatively low cost and at scale.
For instance you could choose to target Consumer Habits > Bargain Hunters or Points of Passion > Fashionistas or you could even go a step further and combine both of them to create a targeted campaign that focuses on Bargain Hunting Fashion Lovers! The scope and control that Affinity Audiences provides opens your business up to a new world of potential customers.
Google allow you to target demographics by age group, gender and parental status. Depending on your business and industry, your products and services will be better received by some demographics than others. It’s our job to put you in front of your key demographics whilst introducing you to emerging & potential demographic groups.
Another powerful Display tool, In-Market Buyers works in the opposite way to Affinity Audiences. Instead of putting you in front of customers who have an ongoing lifestyle interest in your product or service. In-Market Buyers puts you in front of potential customers who have shown an immediate need for your products or services by changing their online habits.
Topics are similar in a sense to Affinity Audiences, but rather than being based on user behaviour, Topics are collections of websites categorised by Google. So for instance, if you were based in the travel industry, you could choose the Travel Topic and advertise your business across a large selection of quality websites related to travel.
Whilst setting out an initial strategy that understands your business and reaches new customers is very important, the ongoing management and optimisation of your Display campaigns is equally important.
The key to any optimisation is the ability to analyse the data, fully understand it and apply fast, well-thought out decisions that provide real time results and this is where our strengths lie.
Design & Creative
Whether it’s standard images, video, rich-media or expandable display advertising, the right design and creatives are paramount to the success of any display campaign. We can provide you with this service, work alongside your in-house design team or a trusted partner to make sure you get what you need.