Display Advertising Reaches Your Exact Target Audience

Why Display Advertising Is A Highly Effective Digital Marketing Tactic

With display advertising, you are purchasing online ad space then using highly visual ads to direct a specific message to the most appropriate, relevant audience (your potential customers). Promote a your services, your promotions, a unique advantage you have over your competitors, anything you want potential customers to know. Regardless of your industry, display ads are among the most powerful tools in your digital marketing tool belt.

Here's why display ads are so successful:

Display ads are programmed to be seen only by users who match the demographics, behaviors, and other criteria of your current customers. Your digital ads appear during the course of their online browsing. In this way, your business stays top-of-mind among these potential customers. Users who click the ad will be taken to (for example) your Contact Us page or a landing page. Landing pages are specifically designed to push your potential customers to call, submit a contact form, or take another action you desire.

What if your potential customers clicked on the ad, but didn't take the action you wanted? Display retargeting ads can re-engage the potential customer.

Display Advertising: Retargeting Ads

For users who showed interest but didn't take action, we "retarget" them (show them your ad again) for up to 30 days, keeping your business top-of-mind during their research process. There are several ways a user qualifies to be retargeted with your ad:

• Site Retargeting -- User visited your website then left.
• Keyword Retargeting -- User viewed content that you define as relevant to what you offer (e.g., someone browsing a law blog about "How to File A Medical Malpractice Claim")
• Categorical Retargeting -- User visited a website in a specific category (e.g., "Medical Malpractice Law Firms")
• Search Retargeting -- User did an online search for your types of services (e.g., typed "Fort Lauderdale medical malpractice attorney" into Google) or searched the name of a competing firm

Display Advertising: Geofencing-Based Ads

Geofencing-based display ads leverage the precision of GPS technology to retarget (show ads to) potential customers who physically visit your competitor's business location (or yours).

Here's how geofencing ads work:

Once a potential customer enters the geofence (an "imaginary fence"), a tracking cookie is placed on their phone, tying it to their IP address. With this data, we can re-engage them with your display ads: highlight specific products, services, promotions, anything you want. Over the next 30 days, users will see your ads multiple times during their online browsing.

Geofencing also allows you to show ads to people who visit places that match the purchase behavior of your ideal customer. For example, an immigration attorney might geofence Hispanic supermarkets to get the word out about his immigration law services. Another example: Many Buick models are still purchased by seniors, so a new Buick dealership could geofence local country clubs to spread awareness. Users who enter the country club would be shown display ads.

By adding conversion tagging, we can track ad performance: Using the Buick example, if a user visits a country club, sees your ad that night, then visits the dealership, we will know which geofenced country club the user visited. This allows us to identify which geofenced locations (and yes, competitors) are performing best. We can remove ad spend from the low-performing geofenced locations, then redirect to the high-performers. This stretches your advertising dollars further.

What if your ideal customer attends a particular event? Perhaps you only want to show ads to customers who attend your industry's big trade show. Enter event targeting ads.

Display Advertising: Event Targeting-Based Ads

If your ideal customer attends a big conference or other event, we can show display ads to just those attendees. By placing a geofence around the event space (e.g., football stadium, convention center, etc.), we can show ads to these highly qualified potential customers. 

Here's how event targeting works:

When the event begins, a user who enters the geofenced area will have a tracking cookie placed on their phone. This allows us to show them your display ads for up to 30 days afterwards. When the event ends, we remove the geofence and stop capturing user data. By only capturing data during the event, we ensure that we only show your ads to attendees.

Bloom PR's geofencing solution is highly customizable: Geofence shapes can exclude unwanted areas (e.g., parking lots, sidewalks). It's also highly accurate, because user location is taken from actual latitude and longitude coordinates. This precision ensures your ad budget is spent efficiently, because you're reaching exactly the right audience.

Our former journalists are well-versed in digital marketing. Call our digital marketing team now at (954) 334-5822 or send us a message.