Our targeting methods
Remarketing (also known as re-targeting) allows you to re-engage users who have already engaged with your brand, and should be a staple for display advertising strategies. When someone visits your site, a cookie is downloaded to their browser which allows brands to build an audience list from interactions with your site or YouTube channel. We can then appeal to their specific interests in your brand with ads across the web.
Often the main targeting method for advertisers, by targeting groups of keywords, we can match your ads to relevant websites that contain relevant keywords in their content.
Once the data starts rolling in from contextual targeting, we can identify the highest-performing website placements and set specific bids for these, to maximise your return on investment.
Google is able to determine whether someone is ‘in-market’ for your product or service using data on related ads they have clicked, or related clicks that led to conversions, sites and pages relevant to your brand.
Reach users who have shown an interest in an area that relates to your product or service. Based on previous activity, Google builds profiles of your audience’s interests; Google Analytics then allows us to target your ads to these users across the Google Display Network.
Topics targeting allows ads to display on a group of sites Google has determined are relevant to a given topic – this relevance is determined by the content on the sites or webpages on which your ads will appear.
Display advertising allows for bid modifiers to be used based on demographic data such as age and gender. The strong advantage here, however, is the facility to refine targeting using multiple demographic categories to produce micro-targeted campaigns.
For example, if market research indicated that males aged between 35 and 44 were your most valuable audience, you could bid higher for this specific demographic; alternatively, if we found no conversions came from 18 – 24-year olds, then it is possible to exclude this audience from your campaign entirely.
Each of the previous targeting methods can be used independently, or in conjunction with one another. This allows campaigns to be created with huge reach, micro-targeted to a niche, and everything in between.
Our ongoing targeting optimisation uses the full range of targeting methods, maximising your display advertising success. Data segmentation and market research enable us to create bespoke bid portfolios for individuals based on when, what, where, and how they are viewing a webpage.