Top three strategies to expand your audience Display and search Networ

Digital marketers today have an unlimited number of platforms at their disposal to get their message in front of the right audience through search advertising and others. While your channels or tactics may change, the goal of all marketers remains the same – to grow your brand and build your business.

But how do you know which channel or channels to use to achieve these goals? 

Many marketers with smaller advertising budgets start with paid search as the first channel to target, because of the simplicity of setting up a the campaign in Google Ads. There are no creative assets required, and no fancy technology to learn or understand. Search also has advanced targeting abilities, offering companies the chance to get in front of in-market shoppers the minute they start their search. And the results of search campaigns are quantifiable, with insights into exactly which terms are resonating most.

Programmatic display advertising, on the other hand, can be a bit more difficult for some marketers to get started with. This channel has traditionally been considered best for brand awareness campaigns, as display ads can appear virtually anywhere your potential customers are online. Taking advantage of display requires either a direct relationship with a demand-side platform (DSP) or a relationship with an Digital agency to manage the campaigns on your behalf.

But choosing the right mix of channels for your advertising campaign doesn’t need to be an all or nothing affair. In fact, combining display and search together can have a positive impact on your return on ad spend (ROAS).

Here are three strategies to effectively combine search and display advertising for maximum results:

Broad Targeting

In case you're looking to discover the more new customers and don't have a huge amount of traffic on your current site, the initial step is getting more site visitors. This is the place automatic showcase promoting proves to be useful — it offers a scale that paid inquiry battles can't, at a superior value point. In the event that you have a major advancement coming up in a couple of months, it's a smart thought to expand spending on brand awareness strategies well ahead of time, so as to have bigger retargeting and lookalike pools all set when campaign is ready to launch. Along these lines, start by throwing a broader audiences like Affinity, Show the ads in top Publishers, and afterward proceed to change and refine your focusing on to optimize the campaign.

Retargeting

Once we have brought all these new visitors to your site, it’s time to introduce cross-platform retargeting. For example, if you are running a search campaign for Hand-wash and roughly only 13% of this paid search traffic becomes a paying customer, that leaves another 87% of the audience you already paid for who abandoned the site without ever converting. Now that they have already visited your site, We can use retargeting to show them a new series of messages in the hopes of bringing them back to continue further down the sales funnel. Our specific retargeting tactics can be simple or sophisticated, but the bottom line is that they will help keep the conversation going with the visitors most likely to convert down the road. 

Contextual targeting

If you have already identified your best-performing keywords from your search campaigns, you can use this same keyword list to add contextual targeting to your Display campaign. While this strategy allow you to further refine your audience targets. For example, if “Sports Car” is something that a lot of people are searching for and is driving people to your site, you could create an “Sports” contextual segment to target with display advertising. Each of these tactics are a great way to build awareness for your brand and products right when your prospects are actively shopping, and a great way to complement ongoing search activity. If you already rely heavily on paid search for a large part of your advertising, consider adding display, along with some targeting strategies to increase the efficiency of our campaigns and decrease your cost per acquisition.