How Targeted Digital Marketing Advertising Works.
We can not possibly talk about digital marketing advertising without talking about targeted display advertising. Targeting is a very effective and cost-efficient way to get your business message out to prospect and future customers.
In this article, I unveil 7 different targeting strategies commonly used within targeted display digital media advertising campaigns. Yes, there are more strategies, but for now let’s look at the most often utilized strategies.
Behavioral Targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns. Behavioral targeting allows through information collected on an individual’s web-browsing behavior, such as pages they have listed or the searches they have made, to select which advertisements to display to the individual.
Behavioral targeting helps deliver online advertisements to people who will be the most interested in them. Behavioral data can also be combined with other useful information such as purchase history to create a complete user profile.
When a user visits a website a cookie is placed onto the computer. The cookie has details about your visit that help separates you into a specific group. Fromm that point, websites that use behavioral targeting will only show you information that is relevant to you.
Is behavioral targeting the right option for your campaign? Let’s explore the options together.
Most of the largest online retailers and social-media sites already use behavioral marketing technique—as do the companies that purchase ads from those sites.
However, behavioral marketing isn’t only used purely to “sell you stuff.” By targeting ads to specific needs, companies can also provide goods and services that will not only fill consumer closets but improve their quality of life. For example, a pharmaceutical company can create and implement advertising that encourages people to use and continue taking new cancer or hyperactivity drug.
Because behavioral marketing is extremely targeted, this strategy doesn’t work as well with products that appeal to a more general audience.
Additionally, because of the data being used, privacy issues—and legislation to address those issues—will affect the approaches used by marketers going forward. However, when used properly, behavioral targeting can be a very effective way to reach the right customers with the right products and services.
Channel targeting may be the perfect strategy for you. But let’s answer the question what is channel targeting first.
Channels are a great way to define content sections on the web and apply an individual set of delivery limitations for each. Channel Targeting is perfect for targeting specific visitor interests such as real estate or entertainment.
We provide several content channels that you can target with your display ads.
Our technology matches the theme of thousands of websites to the appropriate channels you select. It is a convenient way to amen ads shown in certain sections of a website. For example, if a website consists of several categories i.e., sports, health, news, etc. and you want to show only those banners which are relevant to a given category.
Channel targeting is a convenient way to make ads shown in certain sections of a website. For example, if your website consists of several categories (e.g. sports, health, news, etc.), and you want to show only those banners which are relevant to a given category, the channel targeting option is the tool you need. For instance, our online business newspaper website VigarooNews is divided into categories such as lifestyle, news, gadgets, travel, marketing, etc. Specific topical articles are delivered within those specific categories. If you like to travel we would want to deliver your ads or content on travel yet lead you back to the travel section or target of VigarooNews.
Your business website may be divided into categories as well when it comes to services offered or different types of products. You may be an insurance agent writing several different types of insurance policies to keep your marketing and advertising on a target you would want to lead your prospect to the correct page or ad for the correct product or service.
Geographical Targeting enables brands to target consumers on laptops, tablets, or mobile phones, based on their location. Users in specific national, regional, state, city, or zip code locations. You can even extend your reach to users outside of the U.S. with International targeting features.
Geographical targeting allows for the fastest roll-out, reduced costs and helps brand engage with different regional cultures.
Engage new customers by showing them ads that resonate with the content they are already consuming. Contextual keyword targeting looks at the category or keywords of the current page a consumer is viewing and then serves them ads that are highly relevant to that content. So, viewers only see ads they’re interested in, and you only serve valuable impressions to the right viewers.
Contextual Keyword Targeting
Contextual Keyword Targeting enables you to target page content competitive product terms, brand terms and other highly relevant phrases that drive improved performance.
Target only pages that contain your selected keywords for greater relevance and effectiveness.
Contextual Targeting also allows targeting according to content. Engage new customers by showing them ads that resonate with the content they are already consuming. Contextual targeting looks at the category along with the keywords of the current page a consumer is viewing and then serves them ads that are highly relevant to that content.
Contextual allows you the ability to delivering ads to users based on their preferences, and the ads are in direct correlation to the content of the web page the user is viewing.
Advertisements are more targeted, and they are more likely to be clicked, thus generating revenue.
Is website re-targeting right for your business?
Site re-targeting or website re-targeting helps you to recapture the interest of potential customer after than leave your website. When potential customers visit your website, a Re-targeting “cookie” is placed in their browser. The cookie identifies your potential customers and enables you to serve them tailored ads that relate to the content they viewed on your site.
Research shows that website or site re-targeting can improve click-through rates by up to 400%
How does website re-targeting work?
You place a small, unobtrusive piece of code on your website. The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookies visitors browse the Web, the cookie will let your retargeting, provider know when to serve ads, ensuring that your ads are served to only the people who have previously visited your site.
How can Facebook targeting work for your business?
More than 1.4 billion people use Facebook to connect with what matters to them, and more than 900 million visits every day. When you run a Facebook Ad, you choose the audiences that see it by location, age, interests, and more.
With Facebook Ads, you choose the type of people you want to reach and we deliver your ads to them. This makes your ads more relevant for the people who see them and brings you real results.