Display advertising has made quite the journey since the days of neon colored “click here” banner ads and the strategy to blanket your ads across as many websites as possible. Today’s display strategies are centered on your target audience and the website placements that are most likely to get users to convert on your website.
Targeting
Display strategies can be built through the following targeting options:
- Keyword Targeting
- Specific Website Placements
- In-Market Audiences
- Affinity Audiences
- Interest Targeting
- Topic Targeting
- Demographics
- Remarketing
- Customer Match
Creative
Crafting the audience is only the beginning. Next we need the creative – the ads that will be displayed. If you have an in-house creative team, we can provide guidance on the creative in terms of specs, ad copy, and design. You can also choose to have SEOM’s graphic designers create your banner ads for you.
Optimization
Once your targeting is set and the creative is in place, we optimize the campaign in an effort to generate the most cost effective display traffic to your website and, by analyzing the data, we work to maximizing the performance to reach your goals.
While we view Display advertising as a complement to Search Ads and Remarketing, display advertising is a cost-effective strategy for generating brand awareness and driving cheap traffic to your website. With the right strategy, display ads are an effective piece of your marketing plan.