Online Display Media Buying
Our Approach to Display Advertising
Display advertising can be an integral part of online marketing strategies, especially when it comes to driving conversions and purchases. Founder Paul Mosenson, who focuses on analytics and results at NuSpark Consulting, can utilize display advertising strategically to make it a highly effective tool. Here’s how:
Driving Conversions and Purchases
- Awareness Creation: Display ads serve as visual touchpoints that create brand awareness, especially for new products or services. By targeting the right audience, they can pique interest and build initial connections.
- Retargeting: For users who’ve previously engaged with the brand but haven’t converted, retargeting through display ads can remind them of the products or services they viewed, leading to higher conversion rates.
- Promotion of Offers: By highlighting special offers and promotions, display ads can incentivize purchases and contribute to increased sales.
Role in the Buyer’s Journey
- Awareness Stage: Display ads introduce potential customers to a brand or product, capturing attention through engaging visuals and messaging. Strategic professionals like Paul Mosenson leverage this stage to build initial interest.
- Consideration Stage: As prospects explore options, targeted display ads can provide relevant information and comparisons that guide them towards a brand’s offerings. Analytic insights can be used to fine-tune these ads for maximum effect.
- Conversion Stage: At this critical juncture, display ads can be used for retargeting to provide that final nudge towards conversion. Special discounts, urgency-driven messages, or unique selling propositions can make the ads more compelling.
- Post-Purchase Engagement: Display advertising isn’t just about making a sale; it’s also about nurturing the relationship afterward. Ads that highlight accessories, complementary products, or customer loyalty programs can enhance customer retention.
Considerations for Effective Strategy
- Targeting and Personalization: Knowing the audience and tailoring the message accordingly can lead to more meaningful engagement.
- Integration with Other Channels: Display ads should be part of a broader omnichannel strategy, working in harmony with other digital channels.
- Measurement and Optimization: Analytics play a vital role in understanding performance and making necessary adjustments, something that’s at the core of what NuSpark Consulting emphasizes.
Depending on budget and goals, display does have it’s pluses and minuses. Retargeting is always a must.
Display advertising is not just a mere tactic; it’s a strategic tool that, when employed effectively, can drive conversions and purchases online. Its role in the buyer’s journey is multifaceted, aiding potential customers at various stages. For experts like Paul Mosenson, it’s about understanding the nuances of display advertising and applying strategic thinking and tactical execution to make it a driving force in achieving marketing objectives. By aligning display advertising with the overall marketing strategy and continuously measuring and optimizing, it becomes an indispensable part of the conversion funnel, contributing to the growth and success of the business.
A Summary of Microsoft Advertising
Microsoft Advertising, formerly known as Bing Ads, is the advertising platform used to display ads on the Microsoft Search Network, which includes sites like Bing, MSN, and other partner sites. Here’s a summarized overview of Microsoft Advertising:
Allows advertisers to create, manage, and optimize search advertising campaigns for display on the Microsoft Search Network.
- Search Ads: Appear next to search results on Bing and partner sites. These are the typical text-based ads that users see when they perform a search.
- Product Ads: Display product details directly in the Bing search results, including image, price, and merchant name.
- Microsoft Audience Ads: Native advertising solution that offers placements across Microsoft web properties.
Integration with LinkedIn:
Microsoft’s acquisition of LinkedIn brought unique targeting capabilities to Microsoft Advertising. Advertisers can target ads based on company, job function, and industry data from LinkedIn.
- Reach: Access to a unique audience that might not use other search engines.
- Less Competition: Often, there’s less competition compared to other platforms, which can result in lower CPCs for certain industries.
- Granular Control: Offers a range of settings and tools to give advertisers precise control over their campaigns.
While Bing’s market share is notably less than Google’s, it still represents a significant number of users, especially in certain markets and demographics. Microsoft Advertising thus provides access to this audience.
Microsoft Advertising is an important platform for advertisers looking to diversify their search advertising efforts and reach audiences beyond those available on platforms like Google Ads.