Selecting the network—or combination of networks—in which your ad banners will appear is a crucial part of your display strategy and the key to achieving your business objectives.
Our display strategy always depends on the objectives set at the beginning of the assignment. It’s not the same thing to aim for conversions as it is to increase brand recognition through banner ads. That’s why we take into account other factors such as budget, industry, politics, and target audience among others.
These elements determine which display networks we use. There are two types of display networks available.
Google Display Network has an impressive reach of over 80% of Internet users in Spain, maybe that’s why advertising on this platform is a popular option within the display marketing industry. If you are looking to place your brand before a high volume of customers, Google’s display advertising campaigns are an excellent option.
Furthermore, to wide ad formats variety to choose from, including text, video and image ads that includes all shapes and sizes, the Google Display Network provides a multitude of targeting possibilities to help us reach your goals.
The segmentation available by 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 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 segmentation and the effective bidding method that is offered. Also, note that there is no minimum budget to enter to bid.
For display campaigns with budgets over € 10,000, we use Multi Network DSP calls to access different ad exchanges and media, which allows us to show your ads on selected websites depending on the segmentation options.
The benefits of using Multi Network DSP include:
The display campaign budget helps us determine if we will use Multi Network DSP or Google Display Network only.
We use a several segmentation methods to ensure that our display campaigns produce the best results with the campaign’s budget.
Remarketing (also known as retargeting) allows you to show your ad to people that showed interest in your business and is undoubtedly a basic technique in any digital marketing strategy. The reason of its importance is we make sure to accompany the user all over the conversion funnel, going through a brand perception stage to a consideration stage.
When someone visits your website, a cookie is downloaded into your browser that allows us to create a list of the audience based on the interaction with your site or YouTube channel. Then, we can impact the previously created list with remarketing ads, showing personalized ads, with specific products or services that the client has already consulted.
In CROnuts we are familiarized with all remarketing segmentation options and also other specific dynamic remarketing platforms such as Criteo to optimize your investment.
Dynamic Remarketing allows you to reconnect visitors to a website with their shopping experience, creating personalized ads for each user, with products or services they have previously seen and motivating the transaction completion.
When data start to arrive from campaigns launched with an initial segmentation, we can recognize locations of websites with higher performance and setting specific offers for these ones. The objective is to maximize the return on investment.
It is often used as the main segmentation method before that an advertiser place the first step towards display advertising. By targeting ads to certain keywords, we can match your ads with the relevant websites that contain your keywords within your content.
It reaches users who want a similar product to yours. Google may determine that someone is browsing for certain products or services by the related ads that you clicked on.
It reaches users who have shown interest in an area related to your product or service. Depending on the user’s browsing history, Google will create a profile that include your potential customers interests. In this sense Google allows us to target your ads to these users through the Display Network.
Segmentation by theme allows ads to show on a group of sites that Google has categorized as related to an established theme. The topics are based on the content of the site or the web page where your ad is showed.
The display allows you to bid higher or lower for users according their age or gender. The main advantage of previous segmentation methods is the ability to combine them in any way you want in order to create supersegmented, almost personalized campaigns. For example, if market research find that men between 45 and 54 are your most valuable audience, you could bid higher for this specific demographic.
Or, if we found that were not made conversion for the age range 18 to 24, you can choose to completely exclude this audience from your campaign.
Each of the above segmentation methods can be used independently or along with another one. This allows campaigns to be created with a large scope or micro-segmentation for a specific audience.
Our continuous optimization process is designed to use the full range of segmentation methods to maximize the success of your graphic advertising. Data segmentation and market research allow us to create tailored offers for people based on when, what, where and how they are viewing a web page.
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