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How to Make Display Ads Achieve Your Goals

If you are interested in display ads, before you start showing them, you need to understand what this ad achieves and define your goals. Not only will this help you set the right expectations, but it will also help you focus and get the most out of your business.

What do you hope to achieve with display ads?


So, what do you hope to achieve with display ads? Do you want to spread your reputation among people who may not know you? Or telling your existing customers something new about your business? Or maybe bring in customers time after time?

Whatever your goal, you can use display ads to do all of these things, but it will help you decide what works for you and then create your Display Ads campaigns to achieve those goals.

If you have a lot of goals, one ad or one campaign won't be able to achieve them all, but don't worry!

If you plan clearly what you want to achieve in advance, you can create different ads targeting different people on appropriate grounds.


What are the steps to consider?

To break down what you want to achieve through display ads, a convenient way is to think of the different steps of the customer journey in the form of a funnel, its very knowledgeable upper side.

For more clarity, let's go back to our example of a movie review podcast. Before you can convert people into subscribers, they need to know you exist.

Display ads can help you with this issue, and give you a way to reach a broad target audience.

1- Achieving knowledge

If getting to know your business is a goal, you want to target a wide audience and use ads that make a great first impression; This is a good time to think about what might catch someone's attention.

Remember that people are not intentionally looking for you when your ads appear. There are great tools to grab attention, for example:

  • Is Your Movie Podcast the Most Popular on the Internet?
  • Do you feature interviews with the best directors?

You might even consider presenting a glimpse of your great content to movie buffs in an interactive multimedia video ad.

2- Forming people’s opinions about you

The next stage in the funnel is about forming people's opinions of you, and making sure that they remember you in the future when they show an interest in what you're selling.

So, if this is one of your goals, you can create new display ad campaigns that use messages to enhance your competitive advantage and actually highlight the benefits of your product or service.

At this point, you may want to expand your audience to include people who have visited your site previously, or it may also include people who are actually interested in the products and services you offer.

3- Focus on people

The next step in the sales "funnel" is to focus on the people who are already thinking about your product.

Here, you can really polish your message, and highlight what really makes your product great.

Back to your movie podcast, you can talk about your subscriber count, or use the recommendations of satisfied customers.

But don't forget that you're not targeting everyone with this message; These ads will be limited to those you know have been checking on you.

4- Buying

The final step in the sales funnel is buying. If your end goal is to convert people into paying customers, you will need to focus on that goal.

For example, you can use ads that show special offers or incentives targeting people you know have shown interest in your audio recording, but are not yet a subscriber.

5- Retargeting

Retargeting is especially useful at this point in the funnel. Remember, you want to target people you know have been searching for you online, get them to consider you, and ultimately convert them into customers.

Retargeting is one way to achieve this, as it allows you to show your ads to people after they visit your site or do specific things that express their interest.

Let's say someone visits your podcast website after seeing an ad, browsing some of your pages, and getting to the signup page, but doesn't complete the last step.

With retargeting campaigns you can identify these “missing targets” for your target audience, and then you can show ads to that very specific audience to get them to come back to your site.

This time, they may visit your site and complete the sign-up form. By doing so, you will have a new client! Remember that defining exactly what you want to get from display ads will help you create campaigns that focus on your various business goals.

So, whether you want to introduce more people to your business or want to convert more visitors into paying customers, display ads can help.

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