Targeting Display and Video Campaigns
Learn how to create targeting display and video campaigns with Search Hustle.
Display and video advertising doesn’t just drive awareness of the product and brand, it also engages audiences. Audio and visual information are more easily absorbed and understood than any other communication medium. Mastering display and video advertising will set you ahead of your competition
Audience Targeting Methods
The need to target ads is obvious, but what does that look like? It depends on what method you use. Any or all of these methods are possible and will give you a chance to refine your target audience:
- Demographics
- Interests
- Video Marketing
- Website and App Remarketing
- Customer Match
- Similar Audiences
Demographics
This refers to the general type of people that the products or services being sold appeal to. Demographics are broken down into broad groups, by key indicators such as age, gender, race, ethnicity, and religion. These are the largest groups possible, in many ways.
One downside to demographics is that it doesn’t tell the whole story. There are regional and cultural differences as well as other differences which can affect different demographics around the world. Since the online marketplace is world wide, it isn’t always the clearest or most helpful method to use, but it is often a great start.
Interests
A much more refined audience targeting method is to use interests. Everyone has interests, and those interests often align with a certain product or service. This means that those with shared interests in products or services that align with a business should be targeted by that business.
The benefit to this method is that it engages with people already interested or passionate. Whether catering to the entire interest, or just an aspect of it, these people are much more likely to become customers. This method helps to reach people who are already looking, or already want a product or service.
Video marketing
Video marketing is a powerful tool for spreading understanding or awareness about a product or service. It also allows you to emphasize what sets a product apart and explain it very clearly to anyone who is watching. Videos tend to reach more people than printed content.
Website and app remarketing
This tool has been used in one form or another since the beginning of sale based businesses. Using websites and app remarketing is a way to reach people who have already purchased the product in question, or something very similar. Those who have already purchased something are more likely to purchase it again.
This doesn’t address the factors that could arise that would cause them to not want the same product or service. In that way, there is a small gap in this tool that could allow some potential customers to slip through the cracks, but those people are unlikely to ever purchase your product anyway. This helps the potential danger of remarketing to be avoided.
Customer match
Customer match is a great way of reconnecting with previous customers. It allows you to use online and offline data in order to reach them. It takes the data you already have about a person and matches them with an appropriate advertisement.
One potential downside to this tool is that it can take longer to reach new customers. This method involves investing heavily in reconnecting with previous customers, not building new bridges to come across. However, customer match remains a valid and effective marketing tactic.
Similar audiences
In the world of digital marketing, there are many ways of attracting viewers and potential customers. Targeting display and video campaigns towards those who are already watching or engaged with similar content is a great idea. This can broaden the cross appeal of what product or service that is being marketed.
Also, audience groups that have similarities in demographics, interests, or other markers should be targeted. This way reaches beyond just the established group that is interested and adds those who may not know about a product or service. They may have always wanted something like what you are marketing.
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