Our display strategy always depends on the objectives we have set at the beginning of our strategy; it is not the same to look for conversions than to increase brand awareness through banner ads.
These elements determine which display networks we will use. There are two types of display networks available.
This is why we take into account other factors such as: budget, industry, policy and target audience, among others.
The Google Display Network has an impressive reach of over 80% of internet users in Spain. Perhaps for this reason, display advertising on this platform is a popular choice within the display marketing industry. If you’re looking to get your brand in front of a large volume of customers, Google Display advertising campaigns are an excellent option.
In addition to the wide variety of ad formats to choose from, including text, video and image ads of all shapes and sizes, the Google Display Network offers a multitude of targeting possibilities to help you achieve your goals.
The targeting available through the Google Display Network is based on different dimensions: keywords, time and frequency, location, preferences, remarketing, etc…
The Google Display Network is typically included in all of our display strategies. Often, only the Google Display Network provides the best performance with budgets under €10,000 per month. This is due to the level of targeting and the effective bidding method offered. It is also worth noting that there is no minimum budget to bid on.
For Display campaigns with budgets over €10,000, we use so-called Multi Network DSPs to access different ad exchanges and media, allowing us to display your ads on selected websites across the internet, depending on the targeting options.
The benefits of using Multi Network DSPs include:
The budget of a display campaign helps us determine whether we will use the Multi Network DSP or just the Google Display Network.
We use a variety of targeting methods to ensure that our display campaigns produce the best results for the budget spent on the campaign.
Remarketing (also known as retargeting) allows you to show your ad to people who have already shown interest in your business and is without a doubt a basic technique in any digital marketing strategy. The reason why it is so important is because we make sure that we follow the user through the conversion funnel, going from a brand awareness stage to a consideration stage.
When someone visits your website, a cookie is downloaded to their browser that allows us to create an audience list based on their interaction with your site or YouTube channel. We can then impact the previously created list with remarketing ads, displaying personalised ads, with specific products or services that the customer has already viewed.
At Cronuts.digital we are experts in all remarketing targeting options as well as other specific dynamic remarketing platforms such as Criteo to optimise your investment.
Dynamic Remarketing allows you to reconnect website visitors with their shopping experience, creating personalised ads for each user with the products or services they have previously viewed and motivate them to close the transaction.
Once data starts coming in from campaigns launched with initial targeting, we can identify the highest performing website locations and set specific bids for these. The goal is to maximise return on investment.
It is often used as the primary targeting method before an advertiser takes the first step into display advertising. By targeting ads to certain keywords, we can match your ads to relevant websites that contain your keywords within their content.
Reach users who want a similar product to yours. Google can determine that someone is browsing for certain products or services by the related ads they have clicked on.
Reach users who have shown interest in an area related to your product or service. Based on the user’s browsing history, Google will create a profile of the interests of your potential customers. In this sense Google allows us to target your ads to these users through the Display Network.
Topic targeting allows ads to be shown on a group of sites that Google has categorised as related to a set topic. Themes are based on the content of the site or web page on which your ad appears.
Display allows you to bid higher or lower for users based on their age or gender. The great advantage of the above targeting methods is the ability to combine them in any way you want to create super-targeted, almost personalised campaigns. For example, if market research indicates that men aged 45-54 are your most valuable audience, you could bid higher for this specific demographic.
Or, if we find that no conversions were made from the 18-24 age range, you may choose to exclude this audience from your campaign altogether.
Display allows you to bid higher or lower for users based on their age or gender. The great advantage of the above targeting methods is the ability to combine them in any way you want to create super-targeted, almost personalised campaigns. For example, if market research indicates that men aged 45-54 are your most valuable audience, you could bid higher for this specific demographic. Or, if we find that no conversions were made from the 18-24 age range, you may choose to exclude this audience from your campaign altogether.
Our ongoing optimisation process is designed to utilise the full range of targeting methods to maximise the success of your display advertising. Data targeting and market research allows us to create tailored bids for individuals based on when, what, where and how they are viewing a web page.
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