Creating Cost-Effective Marketing Campaigns with Display Advertising
When deciding how to allocate marketing spend, there are many strategies available to optimize your budget. Among these options is display advertising, which allows you to target potential buyers in a variety of ways, including behavioral, semantic, and contextual targeting. Display also has the ability to augment the efforts of other digital media, such as paid search. This combination of tactical flexibility and synergistic benefit gives display a distinct advantage when building a cost-effective campaign.
A great example of how display uses advertising funds efficiently is through remarketing, a strategy that targets the 97% of visitors who leave your website without making a purchase. By showing this pool of previously interested users your ads while searching for other content, they are more likely to return to your site and take action. Focusing your efforts in this way maximizes your marketing dollars and increases your return.
In addition, when display campaigns are used in conjunction with paid search and SEO, they can increase the value of those other digital tactics significantly in what is called an “incremental lift effect”. One Search Optics client found that by increasing its display budget, organic search traffic went up by over 200% and paid search traffic by 43%. This represented a nearly threefold increase in the number of potential buyers being driven to the client’s website, specifically to pages that encouraged shopping actions.
Display also builds consumer awareness of your brand, thereby providing further lift for all other digital tactics you pursue. Although only about a third of users actually click on display ads, 1 in 5 of these individuals is searching for brands related to the ads he or she sees. Consumers who view your banner ads but do not click on them may still be more apt to click on a paid search ad or organic search listing later on in their purchasing process. Using display to boost your other digital efforts represents yet another way that it can be a very cost-efficient addition to your marketing plan.
At Search Optics, we build display advertising campaigns that not only generate impressions and clicks, but also provide you with improved ROI, thereby ensuring you get the most from your budget. We eliminate wasteful spending by focusing on the right targeting strategies, and we work closely with our other teams to keep all our tactics in alignment with your goals. In the end, display may only be one component of a comprehensive marketing approach, but it can also be the most valuable.
-Allison Kemmer, Display Media Coordinator
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