With costs going up every quarter, coupled with ever shrinking marketing budgets, companies need to make the most of the resources at hand. Digital marketers know that given the constraints of decreasing manpower and especially money, it becomes all the more important to ensure that every single advert they put up should garner enough clicks; clicks that convert.
4 Benefits of Targeted Advertising
It is simply not enough to put up adverts out there. Companies, by all means need to make sure that the right potential consumers are clicking on their ads. After all, every click means that the company needs to pay to the host. If you are getting a good number of clicks but your conversion rate is low, it means you are not targeting is not in place.
Targeting is the buzzword in the digital marketing industry and rightly so. By serving ads that are targeted ensures that only those people who are potential consumers will get to view your ads. Also, you decrease the likelihood of appearing as an irritant to the audience. Relevance is what matters in the online world and ad targeting ensures this. Let’s look at some benefits that your business—big or small will derive by having a strong marketing strategy that is driven by targeted ad solutions:
Relevance is the keyword:
Online ads are mostly considered to be an irritant, something that needs to be done away with. Users consider online ads to be nothing more than a nuisance, especially if the ads are not relevant to them. Irrelevant pop up ads can bother users so much that they may install pop up or ad blockers. Thus, reaching out to the right consumers with extremely relevant ads is a challenge that marketers need to live up to.
Marketers need to ensure that their ads appear as organic part of the website, so that users don’t feel they are clicking on an unwanted piece of ad. By using targeting options, you can ensure that your ads are displayed to only those users who are highly likely to click on them, and who will find the ad interesting and not intrusive.
Would it make sense to blast your ad across the entire country, if your business operates only in one state? Probably not. A large percentage of users may see no use of your ad at all and will have an unnecessary ad spend. Blasting ads to users who are not your target audience can also lead to such users completely blocking your ads, which can further lead to brand erosion.
So, instead of wasting your marketing budget, it’s wise to aptly send targeted ads to the right audience group, who may be grouped according to their location. This way, your ads reach to suitable users only and that means more return per penny of investment, and of less wastage of valuable resources.
A win-win for all
When people will see adverts selling, services, products or experiences that they feel are relevant or useful to the, they are more likely to click on such ads. This will increase the click-through rate, meaning, the users will get to see only relevant content, the publisher will get more ad revenues and the marketers/advertiser will get more conversions and higher ROI.
Building the brand:
Targeted advertising can go a long way in building your brand and creating a loyal base of customers. A survey found that most Americans value free content, as 75 percent of those polled said that they want the content supported by advertising rather than a paid subscription. Thus, as ads become more targeted, you can touch base with genuine customers, generate new leads, and constantly evolve your brand by providing highly customer-oriented services. Targeted Ad serving solutions enable marketers to enhance their brand value and become highly customer-oriented.
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