5 Tips for Better Ad Targeting: Facebook and Google
It’s never too late for retailers to develop marketing and promotional strategies and an online strategy is the most cost-effective way to reach shoppers.
While there are many avenues retailers could use to promote their promotions online with over 94% US internet users (Source: Comscore 2013,Google Display Network, (GDN) allows you to target niche markets. GDN allows retailers to place visual ads across a variety of sites on the internet.
Here are 6 ways to maximize the Google Display Network
- Focus on buyers and not consumers
- Use relevant messaging
- Promote your deals
- Your business’s location
- Multi-purpose creative solutions
- Take the time to test, measure and then improve.
1. Focus on buyers and not consumers
It’s important to remember that your buyer is not always your consumer. Although your target audience is the person who will enjoy your product most, it may also be a friend, spouse or parent purchasing the product as a gift. The buyer should not be the focus of your ad copy or other creative assets. Advertisements should convey that the product is perfect for you target audience.
2. Use relevant messaging
Consumers will be using certain terms when searching for items online so be sure to be relevant and don’t be too vague. Use messaging relevant to the season or holiday period, such as “gift”, “present”, and “winter”, or “getaway”, “sun”, “vacation”, to capture the attention of potential buyers. If you use messaging that consumers are drawn to, you’ll increase the number of clicks your ads get. For example, “Spring sale” will attract people searching for special sales this spring, more than an ad with just the word “sale” in it.
3. Promote your deals
Promotional offers increase a shopper’s intent to buy. GDN is a great way to promote deals to consumers.
4. Your business’s location
To help increase foot traffic and increase in-store sales, use location extensions in your display ads to show your store’s location through GDN. You should highlight the address and Google Map directions, as well photos of your store. Local shoppers will find you easier and can take advantage of the sale if there is one. These ads can include an offer for in-store customers to further encourage in-store visits.
5. Multiple creatives are a good idea to make your ads show up on multiple websites.
Shoppers are more likely to buy during peak season, so your buyers may not be always your intended consumer. You’ll want to display your ads on a variety of websites, and make sure that they’re optimized to communicate your offer to your target audiences.
You can use multiple creatives, which include different images or variations of the same text in various sizes. Google allows you to place ads in more areas by using creatives of different sizes.
6. Take the time to test, measure, and then improve.
Multiple ads have the advantage of allowing you to use different creatives in order to determine which are most effective at engaging your audience. Once you are able to identify which creatives work best, your strategy can be adjusted to increase the effectiveness of your campaign.