Display advertising strategy Now we come to the most interesting part; molding the above targeting methods into a nice strategy. Depending on the customer journey, it is good to divide the strategy into phases. moment with the customer for each phase. The deeper your customer journey goes, the more phases you want to add to the strategy. In the example below I have assumed three phases from the ' See, think, do, care model of Google'. The first phase is often about brand awareness. Depending on the target group, I select and combine fairly broad targeting methods to reach the target group in the first phase of the customer journey.
In this phase, impressions and clicks are especially important to introduce people to your brand, these are often also the KPIs that are used in this phase. Targeting you phone number list are the packet methods that fit this stage: Affinity Similar target groups Placements Subjects or topics custom intent In the second phase I want people to become more than aware, this phase is aimed at persuasion. In this phase, targeted targeting methods such as custom intent often come in handy, focusing on keywords that are highly relevant or competitors, for example. In this phase, people are already reasonably in the market for the product or service being delivered. This target group is therefore also smaller than the target group in the first phase.
The CTR is often also higher in this phase/campaign than in the first phase. Goals in this phase are often softer conversions such as; brochure downloads, newsletter subscriptions or even video views your website. Targeting methods that fit this stage: custom intent In-market target groups Competition In the third phase, the goal is conversion and then you mainly focus on branding-related terms with display and you could perfectly use remarketing on website visitors who have not yet become customers. This actually means that the target group is even smaller than the target group in the previous phase and the CTR of your banners will hopefully also be slightly higher.