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Display advertising is always an effective means for marketers to capture the attention of potential visitors, but combine it with different targeting tactics, display ads can be used to shorten the buying cycle and generate sales more effectively.
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About iClickiClick is the leading digital buy-side platform in Asia that integrates search, display, social media and mobile marketing capabilities to allow marketers to plan and manage their cross-channel campaign in one single destination.
Harnessing the power of programmatic buy and ad technology, the proprietary platform XMO (“Cross-marketplace Optimization Platform) is designed to deliver maximum ROI and greatest efficiency to marketers.
Visit www.i-click.asia and follow us at weibo.com/iclickasiaSales enquiry: [email protected]
*Source: eMarketer
TOFU - Top of Funnel
BASIC TARGETING
CONTEXTUAL TARGETING
SEARCH RETARGETING
The more prospects move through the funnel, the higher the likelihood they will buy the product.
MOFU – Middle of Funnel
SOCIAL RETARGETING
EMAIL RETARGETING
SITE RETARGETING
Converting leads into customers through lead nurturing and content marketing.
BOFU – Bottom of Funnel
LOOK ALIKE TARGETINGSITE RETARGETING -
REPEATED CUSTOMERS
The last step before the transactionis completed.
THE ROLE OF DISPLAY ADVERTISINGALONG THE CUSTOMER DECISION JOURNEY
The rise of ad exchanges and real-time bidding have made display ad an effective channel not only in the upper part of the conversion funnel, but also along the different stages down the
customer decision journey. In this graphic, we will discuss the role of display ad in the conversion funnel and how it works at its best with different targeting options.
Don’t do display without “targeting”.banners are not noticed. Statistics reveal that you are more likely to survive a plane crash than click on a banner ad.92%*Objectives:
• Build brand awareness• Generate quality traffic
KPIs: • Traffic volume• Diversity of traffic• Increase in new visitors
Objectives: • Use content engagement to drive conversion• Education
KPIs: • Web pages visited• Time stayed in web pages• Information downloaded
Objectives: • Generate sales and conversion
KPIs: • Conversion volume• Transaction amount
Buy by CPC to increase ROI
By retargeting users who search for competitors’ terms, you will be able to acquire new customers as well as to conquest potential customers from your competitors.
Don’t over expose your ad as prospects begin to think of your brand as creepy and stalker-like.
Use dynamic ad to incentivize shoppers to return to their site and create an individualized shopping experience that leads to brand loyalty.
Make sure the display ad works well with your SEM campaign to unlock the biggest potential. Research said that retargeting ads gave a significant lift in searches on brand terms by
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Use end-to-end tracking to gain insight of how each customer is converted.
Do not overlook the value of old customers. Retarget them for upsell and cross-sell by integrating internal CRM system with DMP (Data Management Platform).
Look alike targeting is the latest technology that can help you reach people who have similar behavioral traits to your current customers.
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DISPLAY SOCIALMEDIA SEARCH YOUR SITE
