SERVICES: DIGITAL TARGETING
Equally important to the platforms you use is HOW you use them to target your audience, regardless of where they are in the buying cycle. Most platforms have multiple digital targeting options, including:
Keyword Targeting
- You knew this: if the user is doing a search using your keyword, your ad can show up
- You may not know: if the user is reading web content that contains your keyword, your ad can show up
- So, when someone is researching topics related to you, anywhere on the internet, your ad is there through the use of digital targeting.
- Advertising platforms like Google Ads and Bing Ads both use keyword targeting.
Behavioral Targeting
- Similar to keyword targeting but based on PAST online behaviors
- Select and target from over 2000 behavioral categories
- Social platforms such as Facebook and Twitter are particularly good with behavioral targeting.
Artificial Intelligence (AI)
- Your marketing objectives and timeline for achieving them
- Average sale values
And many more...
Re-targeting
- Continue to advertise to those who have been to your website but didn’t “convert”
- Keep your product in front of them, build brand awareness, and drive them to action
- For many platforms, we track “view-throughs” – people who saw your ad, did NOT click, and then visited your website on their own
- Commonly retargeting takes the form of banner ads but can also appear in other forms.
