Increasing brand awareness is an important strategy for building your business, but how do you reach potential customers? One way to raise awareness
is through a display advertising campaign. Display campaigns allow businesses to reach new people as they browse the internet or use mobile sites
Though many channels provide the opportunity to increase brand awareness, display allows businesses to target people who are more likely to be potential
customers. In a display campaign, a business can reach new people through:
●Contextual Targeting: This allows businesses to target relevant keywords and topics that potential customers may be searching or reading about online.
For example, a mattress store may target people who have been searching for mattress sales or reading about bedroom furniture designs.
●Placement Targeting: Through placement targeting, businesses can select a specific website to run on. For example, a local business may want their
ad to appear on a local news site. They can also select multiple websites for their ad to run on!
●Affinity Targeting: This enables businesses to reach people based on their interests. For example, a toy retailer may see strong results by targeting
the “Family-Focused” affinity audience.
●In-Market Targeting: By utilizing in-market targeting, businesses can reach people who have demonstrated online web behavior indicating that they
are in-market for a particular item or service. For example, a car dealership would likely be interested in reaching users in-market for a particular
brand or type of vehicle.
●Demographic Targeting: Through demographic targeting, businesses can reach people of a specific gender, age range or parental status that may be more
relevant to their company. For example, a children’s clothing store may be interested in exclusively targeting parents.
●Remarketing: Remarketing allows businesses to reach people who have previously visited their sites. This method helps businesses serve ads to people
who have already shown an interest in their product or services. Remarketing campaigns keep a business top of mind for when a person is ready to
make a purchase or receive a service.
Another advantage of a display campaign is that display advertisements can use a strong call-to-action and encourage a potential customer to do something.
For example, an advertisement can encourage a person to download an app or visit a website. People can be driven to a relevant link such as a landing
page with a contact form encouraging them to request more information regarding your product or services.
All of these targeting methods enable businesses to increase the brand awareness of relevant audiences. By reaching these relevant people, businesses
can get new customers to purchase their product or take advantage of their service.