Optimising Your Display Advertising with Targeting Techniques

Bodie Czeladka
By Bodie Czeladka

If you’re not already using with display advertising, it’s time to get on board! Display ads are a form of paid advertising which appear when users visit websites and, when done right, they increase the visibility of your brand and encourage traffic to your website. One of the best features of display advertising is the ability you have to use various targeting techniques to reach your audience. Let’s take a look at how you can use targeting to boost the effectiveness of the display advertising for your business!

Targeting your display ads

Just some of the ways that your display ads can be targeted include:

  • Keywords – This form of targeting means that your ads will appear on websites which contain the specified keywords. Rather than appearing on websites which aren’t relevant to your product or service, this targeting allows you to reach users who are browsing the web using keywords specific to your business.
  • Websites – If you have an idea which websites your target audience are likely to visit, you can organise your targeting so your ads appear on those sites. This strategy lets you take advantage of the high levels of traffic to other websites. If there are certain sites you definitely don’t want your ads to appear on, you can also enter website exclusions.
  • Demographics – If you have a good idea who the target audience is for your business, you can narrow down your display ads to focus on a certain demographic. You can target based on factors such as age, gender, location to zero in on your main user group.
  • Remarketing – Remarketing targeting means that visitors who have previously been to your website will see ads for your business as they browse the internet. This keeps your brand at the back of their mind so they’re more likely to remember you in the future.

Remember, you don’t just have to pick one targeting technique at a time – use a combination if that’s going to get you the best results. You just have to strike the right balance between targeting enough to reach your audience without being too narrow.

Test the results

Once you’ve set up your targeting, don’t just set and forget. You need to be constantly adjusting your settings so you get the best results possible. Split tests are the best way to see what works but remember to only test one aspect of your ads at a time. For example, adjust your demographics targeting to broader settings for a month and then make them more specific for the next month to see which performs better. Constantly testing different aspects of your targeting is going to lead to better results in the long run.

Dilate Digital are the experts when it comes display network ads and we can help your business use this form of digital marketing to increase leads and promote brand awareness. Our team of digital marketing gurus will help you develop creative, unique display ads and use clever targeting techniques to reach your audience. Let us grow your business today!

If you’ve been on the lookout for display advertising companies, speak to the team at Dilate Digital today on 1300 345 283.

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