Display advertising – those web banners and graphics that appear alongside webpages, apps or email – can be a great tool for getting the word out about your business.
In one study that looked at brand awareness, people were nine times more likely to remember the name of an auto or life insurer if they saw a display ad than they were if they saw it on TV. Other research has found that people who were exposed to both search and display ads were 56 per cent more likely to make a purchase than people who only saw search ads, while another study found that display ads boost related search activity by 155 per cent.
But here’s the catch about display: your advertising is only as effective as the people you reach.
What does that mean, exactly? Think about it this way: if your business sells prom dresses but your display ads are being shown to parents of toddlers or middle-aged single people, how many of those impressions are likely going to result in a sale?
There’s a fix to this problem – and that’s another advantage of display and other types of digital ads: you can control who sees your advertising through targeting. Targeting lets advertisers choose their audience so you can zero in on people who are more likely to buy your product or service (and tailor your ad creative so that the message is most fitting for the people who see it).
Yellow Pages can even manage this entire process by working with you to determine who you want to reach, and then making sure your display ads end up in front of those exact people.
Here are three types of targeting you can use to get your advertising in front of the most valuable audience:
If you’re a local business, your best customers are likely people who live or work nearby. Conversely, if your displays ads are being shown to people far away, you’re paying for wasted impressions. Location targeting allows you to show your ads only to people within the region of your choosing, so the people who see your ads are the ones most likely to become customers.
The more natural a fit your product or service is for the person who is seeing your ad, the more receptive they are likely to be to your message. That’s why the ads you see during children’s programming are for toys and kid-friendly cereals and not for power tools or online dating services. The same logic holds online – where you can target audiences by interest categories, such as parenting or travel.
Get your message in front of the right people
Display ad targeting helps local businesses get the message in front of people who are most interested in their specific products and services. If you are using targeting, don’t forget to put some thought into tailoring your creative to make it most relevant to your selected audience. Yellow Pages can help your local business get the right message in front of the right people with Smart Digital Display.