How can you effectively target customers in the consideration phase with display ads?

1 Know your audience

Before you create any display ad, you need to know who you are targeting and what they are looking for. Customers in the consideration phase have already done some research and narrowed down their options, but they still have some questions and doubts. They want to compare features, benefits, prices, reviews, and testimonials. They also want to see how your products or services fit their needs, preferences, and goals. Therefore, you need to segment your audience based on their behavior, interests, and intent, and tailor your display ads to their specific pain points and desires.

2 Use clear and compelling headlines

The headline is the first thing that customers see when they encounter your display ad. It has to capture their attention and communicate your value proposition in a few words. You want to show them how your products or services can solve their problems, meet their expectations, or improve their situation. You also want to create a sense of urgency, curiosity, or emotion that motivates them to click on your ad. For example, you could use headlines like "Don't settle for less. Get the best deal on [product] today", "How to [achieve goal] with [product] in [time frame]", or "See why [number] of customers love [product]".

4 Use concise and persuasive copy

The copy is the third most important element of your display ad. It has to expand on your headline and image and persuade your customers to take action. You want to use copy that is concise, clear, and relevant, that highlights your key features and benefits, and that addresses your customers' objections and concerns. You also want to use copy that is engaging, conversational, and personalized, that uses emotional triggers and power words, and that includes a clear and compelling call to action. For example, you could use copy like "Discover how [product] can help you [benefit] in just [time frame]. Try it for free today", "Don't miss this opportunity to save [amount] on [product]. Limited time offer. Claim your coupon now", or "Join [number] of satisfied customers who trust [product] for their [need]. Get started now".

5 Use smart targeting and retargeting

The final tip to create display ads that target customers in the consideration phase is to use smart targeting and retargeting strategies. You want to use targeting tools and platforms that allow you to reach your audience based on their location, demographics, interests, behavior, and intent. You also want to use retargeting tools and platforms that allow you to follow up with your audience based on their previous interactions with your website, ads, or emails. You want to use different display ads for different segments and stages of your audience, and optimize them based on their performance and feedback.

By following these tips, you can create display ads that target customers in the consideration phase and move them closer to the purchase decision. Display ads are a great way to stay in touch with your potential customers, to showcase your value proposition, and to differentiate yourself from your competitors.