What is it?
Numerous platforms (Google Ad Network, RevShare etc.) allow you to do this automatically. The option to buy direct, on specific websites is also a possibility.
Google, Facebook, LinkedIn, YouTube, Programmatic are all platforms and methods of running display ads on various sources (websites). It can be argued that Facebook and LinkedIn should not fit within this particular category however; we are serving users display ads on these platforms in a similar way that we are serving them on the others.
Display ads allow a brand to showcase their products/services in front of qualified and targeted individuals. For example, if on TV you can serve ads on a particular channel, that channel has a fairly broad group of people even if they are generally classified within a particular demographic. With display, this process is much more precise allowing you to not only reach that particular demographic but to further segment by interest, specific age groups, user behavior and so on.
When using a particular platform such as Google Display, we tell the platform what our target audience is and then it automatically serves the ads we want to users that fit within that particular demographic. Based on our objectives and results, we can constantly tweak and improve the audience, how the ads are served, how they look or how the landing page works in order to increase ROI or to get more relevant clicks within the budget.
Display advertising is a fantastic way to inform/educate/show people that haven’t necessarily looked for a brand’s products/services but would see them as highly relevant based on their interest and demographic.
Display is also very effective for B2B purposes as we can use platforms such as LinkedIn to target individuals based on their job profiling or to focus on sites that have relevant individuals as their target audience. Finally, display can prove as effective for “cold selling”. In actuality, we are not cold selling anything, since all the profiling and targeting tools allow us to reach only relevant and potentially interested individuals that would turn from cold into sales from the ad to the landing page.
- Ability to be seen by/to reach your target audience
- Substantial increase in traffic/sales
- Ability to showcase your products/services in front of relevant individuals
- Brand awareness
- Constantly reminding your target audience about the brand’s products and services
How We Work
Anyone can run ads on these platforms with average targeting and segmentation but, to get high quality results we identify the correct and most relevant platforms that would help achieve the client’s goals and then we identify the optimal methods of promotion, the correct audience, adequate segmentation techniques, identifying and testing the optimal ad creative and finally we optimize the landing pages.
In order to showcase how we actually do this, we will use a basic example of a hypothetical recruitment campaign, with a modest budget, that aims to hire people for 5 different jobs, 3 of which are types of Developers. We can do so much more, even with this example, but let’s focus on a small scale example that showcases how much we can optimize even at this stage.
Let’s assume that we will only run on Google Display, Facebook Ads and Linkedin Ads. We have chosen these platforms because the jobs are fairly diverse: 3 types of Developers, 1 type of Factory Workers and 1 type of Middle Management positions. Although LinkedIn would be the most effective in this situation, it’s very unlikely that the factory workers are active on LinkedIn thus having to resort to different targeting methods on different platforms.
As our aim is to get people on the client’s website in order to apply for the job, we will choose the following methods of promotion on our respective platforms: Google Display (can be Clicks / Impressions but let’s not overcomplicate the example); LinkedIn – InMail, Sidebar, WallFeed; Facebook – Clicks, Impressions (Brand Awareness), Engagement and Conversions (if client allows for pixel placement). If we add all these together we would have 8 methods of promotion across all platforms.
For maximum optimization we would have to at least run each 8 types of promotional methods, for all 5 jobs with at least 2 types of creative. This would amount to 8*5*2 = 80 mini campaigns that would let us reach “optimal” results. Normally, we would create even more than this with at least a few different landing page variations for clients that need performance based campaigns while using tools to see click rates, conversion rates etc, however, in this situation, we will use previous experience and common sense to make reductions and optimize differently in order to be effective while also fitting within the budget.
Even More Relevance...
We can and will reduce the amount of ads we run for factory workers on LinkedIn and we can also create a custom landing page for all 3 types of development jobs and target all relevant developers with a single ad which will land on the “developer” job page, allowing us to remain relevant. This way, we spend less on creating the ads, landing pages, campaigns whilst remaining effective in how we target in respect to the client’s budget.
On top of this, we can use pixels/cookies to better define the target audience and increase our reach within a particular demographic. We can also use data from the client (current employee data) to create profiles based on that information and have more efficient ways of targeting or to increase our reach within the audience group. All of these techniques can be used on almost all platforms, allowing us to optimize and re-optimize until we can bring our clients more relevant clicks within the budget or the highest ROI.
We could also target specifically on certain competitors' buildings/HQs if we know a high percentage of specific employees are located there. For example, we can target a factory on Facebook and Instagram on a specific radius and get clicks from there then use that to create profiles for that particular demographic and increase our reach beyond that particular geographic area.
Hopefully, this example was able to illustrate how our agency works with budgets, the possibilities of display and our ability to offer high quality results.
Display Service Breakdown:
- Ability to run on multiple platforms in multiple ways: Google Display, Facebook, LinkedIn, Youtube, Programmatic, Direct Media Buys, Ad Networks and more
- Research and strategic decision making on where and what to run
- Identifying and targeting the audience in multiple ways (based on current clients, based on site visitors, based on profiling, based on certain demographics, based on interest, age groups, geolocations, job profiling, industries etc)
- Banner/creative creation (charged individually)
- Campaign segmentation based on results/audience/geolocations/objectives
- Constant analysis and optimization of campaigns to increase results within the budget
- Dynamic and media rich ads where applicable
- Adapting campaigns continuously based on new products/services/results