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How to use display advertising to reach the perfect customer

Posted on 4th October, 2018 by Ryan Clifford

Google Ads

There are many different ways to reach potential customers using paid search advertising, but the one that the majority of businesses don’t make the most of is display advertising. The old adage that a picture is worth a thousand words really is true. In this article, we’ll take a look at how you can use the target your customers using display advertising and get your products and services in front of the right customers.

Use topic targeting

Topic targeting is a useful method that advertisers can use to help target the right people on the display network. To start off we’d recommend that you head to your Google Analytics account and to the Audience > Interests Report section. This will help you see the topics of sites that your website visitors are visiting prior to coming to your site.

Remember to segment the data to get information about people that have completed goals on your site, made purchases or completed other valuable actions. You are looking to target the most valuable customers for your business and use topic targeting to effectively target them.

Narrow your audience

Once you’ve got your topic targeting setup you’ll want to take your targeting a step further by introducing audience targeting. This works in a similar way to topics but allows you to take a more granular approach to your audience. Affinity audiences help you drill down further while in-market audiences can help you reach customers who have a high intent to purchase.

Another option for targeting is to use remarketing to reach visitors that have already visited your website. Remarketing is incredibly powerful and lets you encourage anyone who didn’t purchase back to your website. You can set remarketing based on views of key pages on your website, purchases, and even when someone abandons their shopping cart. It’s a great way to re-engage your audience and push them towards a purchase.

Consider managed placements

The default setting when starting out with display advertising on Google Ads is automatic placements and this means that Google will decide which websites to show your adverts on. If you know what types of websites your audience visits, or have specific websites that you want to target then it makes sense to switch to the managed placements targeting option as this will allow you greater control over where your adverts are displayed.

Use location targeting

Make sure you review your location and language data in your analytics account to get insights and find out where your most profitable customers are located. This will also help flag any areas which do not perform as well for your business and make sure that you can exclude them. As well as using location targeting you can also tailor your adverts to make sure they are engaging to the audience in your chosen areas.

Mobile vs desktop

With device targeting, you can specify if you want your adverts to be shown on computers, tablets and mobile devices and even set how you target those devices. So, for example, you could target mobile devices and have your adverts shown on mobile web pages but not on mobile apps or mobile app interstitials. This targeting is very useful in helping to show your adverts to the right users and on the right devices.

Conclusion

The targeting options above can all be used to help make your audiences smaller and more focused with the aim of reaching the perfect customers. Just because you can reach millions of people with digital marketing, doesn’t mean you should. Using the right targeting can help get your business in front of the right customers and at the right time.

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