BEST PRACTICES: BEYOND TRADITIONAL PAID SEARCH
The Evolution of Display Advertising
If you’ve ever shopped for something online and were amazed to see that very same item pop up
on other websites you visit, you have been targeted by a pay per click display ad campaign. These
types of ads are used to market to very specific groups on the Google Display Network (reaches over
90% of people on the internet) and on Facebook. There are several ways to tailor advertisements to
consumers who are the most likely to become customers, including:
Customer Match: Serve ads to people who are part of your existing customer email list
Look-alike Audience: Serve ads to an audience of people who are similar to those on your
customer email list
Contextual Targeting:
Serve ads on website that has content similar to the keywords that are
used for our Paid Search campaigns
Remarketing List: Compile an audience list based on website visits, and serve ads to
this audience
Geo-Fence: Serve ads to a specific audience, drilled down to a specific address
or radius around a specific address
The pay-per-click display ad arena is bursting with opportunity. These types of campaigns are another
layer of targeted, timely communication. For example, when using a Customer Match target with
Google, ads for additional services can be served to current Jiffy Lube customers. A look-alike target
on Facebook would serve ads to potential new customers. A Geo-Fence campaign on both platforms
can be set up in a competitor’s trade area. Many times, these campaigns get a powerful number
of impressions and the cost-per-click is much lower than a traditional paid search campaign. With
strategic interest, placement and topic targeting, we feel they are a great tool for branding retailers to
potential customers as well as exposing current customers to additional services offered.
The Ostler Group
We are a Google AdWords Certified Partner and a Bing Ads Accredited Agency. This distinction
means we have been certified by Google and Bing to manage our clients’ accounts. It also allows us
to stay on the cutting edge of the industry by getting early access to updates and changes so that
we can continually optimize our clients’ accounts.
