How To Reach Your Target Audience With Display and Native Advertising
In this article, we will go over how you can reach your Target Audience with Display and Native Advertising. As advertising technology has become more sophisticated, we are able to be more specific with who we want to see our ads. Platforms like Google and Facebook Ads harness our online activity to allow advertisers and prospects to be connected in a more relevant and specific manner.
This is a win-win situation, as consumers can see more ads for products and services that they are interested in while being less exposed to irrelevant ads. Advertisers are able to successfully reach their target audience, resulting in more effective ad campaigns, and more paying customers.
What is a Target Audience?
It’s key to know what a target audience is first in order to Reach Your Target Audience With Display and Native Advertising. Rather than advertising to anyone and everyone, it is more effective to deliver ads to people who are actually interested in what you have to offer. If you are selling cat mugs, you’ll probably be more successful showing ads to cat owners than to dog owners. As a broad example, cat owners would be your Target Audience.
Similarly, you should advertise basketball shoes to basketball players, not just to anyone who is an athlete. Target luxury cars to lawyers and doctors, not to college students. Sell surfboards to surfers, not simply people who like the beach.
These are obviously some very basic examples, but they get the point across. Your Target Audience consists of relevant prospects who are more likely to be interested in and responsive to your marketing efforts.
In practice, finding and defining your Target Audience can be more complicated than the previous examples. Here is a good article on how to find your Target Audience.
Now let’s take a look at some of the methods that you can use to advertise to your Target Audience.
Targeted Display Advertising: Reach Your Target Audience With Display and Native Advertising
Targeted Display Advertising generally consists of banner ads on apps and websites. When it comes to the online space, Display Ads are some of the most obvious forms of ads – they’re ads that look like ads.
Here are a few methods that you can employ to connect with your Target Audience, via Display Advertising:
- Site Retargeting: Is a highly effective and commonly used tactic which targets users who have already visited your website. A user visits your website, and then later while browsing another site, your ad will be presented to them.
- Search Retargeting: Is another commonly used form of Display Targeting. You can target users who have searched for keywords which are relevant to your offerings, and your ads will be displayed to them on various websites that they visit.
- Category Contextual: Targets websites with content that is relevant to your business.
- Keyword Contextual: Targets users based on keywords within the text that they are reading. Where search retargeting targets users based on what they enter into search engines, Keyword Contextual targeting is based keywords within the text that users are reading on blog posts, articles, etc.
- Location Based: Targets users based on their location. Depending on your business, and especially for mobile users, this can be a great way to reach your Target Audience.
For maximum effectiveness, you’ll likely want to use a combination of these different approaches to creating a Targeted Display campaign that is appropriate for your business and Target Audience.
Now let’s take a look at how you can incorporate Targeted Native Advertising to further reach your Target Audience. It’s starting to become more clear on how to Reach Your Target Audience With Display and Native Advertising, right?
Targeted Native Advertising
Native Advertising consists of ads that blend into the content of whatever platform the user is viewing. Search Ads on Google are probably the most common example of this type of ad. In-feed ads such as on Facebook and Instagram are another example that you’re likely familiar with. Major publications such as Forbes and The New York Times are also following this trend with promoted articles that appear like any other article on their websites.
With a thorough understanding of your Target Audience, you can use various forms of Native Advertising to connect with that audience. Here are some of the factors to base your targeting on:
- Context: With Native Advertising, you’ll want to have a good understanding of the context around your ad. Learn the mindset of the users for that specific platform, and what type of content is engaging there. With that, you can create non-disruptive, compelling ads that are appropriate for the situation. Your ads should flow with, and enhance the user’s experience.
- Demographics: Age, Gender, and Income are all traits that can be used to hone in on your target audience.
- Browsing Behavior: Many advertising platforms will track user behavior online, such as what they click on, time spent on pages, etc, and allow you to target ads based on that data.
- Interests: Targeting users based on their interests is a great way to narrow down and reach your Target Audience.
- Device: Depending on your business, audience, and campaign – targeting users on mobile, tablets, or desktops can increase the effectiveness of your ads.
- Location: Targeting users based on their location can be highly effective depending on your specific situation. This is especially true for businesses with physical locations, or are location specific in some way.
As mentioned earlier, you’ll want to combine these different elements depending on your situation and Target Audience. With proper research and experimentation, you can develop a clear understanding of your Target Audience and create ads tailored to connect directly with those people. Reach Your Target Audience With Display and Native Advertising, we are a phone call away.