Making contact with display ad campaigns

Share this content:
Russell Glass
Russell Glass

If only you had a crystal ball that showed you where your target audience was traveling online, and what it already knew about your company, products and brand. The availability of precise business audience targeting tools makes that crystal ball unnecessary. Here are five tips to help marketers use these tools as they seek to engage their target audiences. 



1. Before you launch your display campaign, know who is on your website. It's important to know who is already engaged with your website content. With tools available today, you can aim higher than simply increasing site traffic. Make sure the business demographic profile of your site visitors fits your target audience. 


2. Craft your message carefully. Make your message relevant. Be sure your ad creative and landing pages resonate with the stakeholders you're looking to educate and influence. Is it enough to message to "executives," or would it speak more loudly if your creative was geared towards executives in a specific industry or job function? 



3. Stay in front of prospects, even after they leave your website. Use ad retargeting to guarantee that your message stays top of mind as you drive target prospects into and through your marketing funnel. Marketers now have the ability to retarget multiple display ads based on the behaviors of website visitors. 


4. Combine display with search. The interplay 
between display and search is quite powerful. When run in conjunction with search campaigns, display advertising has been proven to increase the number of branded searches. Beyond search, display can create lift across your entire mix, helping you get a greater return from investments in paid search.



5. Choose your campaign metrics wisely. Measuring to the click is easy, but it is also where too many display campaigns go off track. Your campaigns should be geared towards driving your target audience to take desired actions, and should be optimized to meet conversion goals.

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above