So Many Digital Products...
If you've felt a little uncomfortable—or downright overwhelmed—by the great diversity of digital products we carry, we understand.
In his 2004 book The Paradox of Choice – Why More Is Less, American psychologist Barry Schwartz argues that eliminating consumer choices can greatly reduce anxiety for shoppers.
The fact is that, in the digital world, there are a lot of products to choose from, and with so many choices, it can be hard to decide what to use for your digital advertising.
What products are going to work the best? It's a loaded question because digital can work for a wide variety of different verticals. However, let's see if we can help take some of the guess work—and maybe some of the anxiety—out of it.
The first point you want to clarify is what are the goals you are looking to achieve with a digital marketing campaign? More in-store sales? Getting people to sign-up for a free consultation on the website? Qualified leads? More phone calls? The answers to these questions will help determine which products to use.
Increase In-Store Sales
For increasing in-store sales, Mobile Ads and Household IP Targeting are great options.
The types of businesses that do really well with Mobile Ads include automotive, furniture stores, restaurants, concerts, events, colleges, breweries, wineries, retail, and other businesses that have foot traffic.
Let's take a closer look at the Automotive vertical, which is great for both of these products:
The types of businesses that best leverage Household IP Targeting include Heating & Air companies, non-profits who are fund raising, and any type of business that has a robust database and tracks the addresses of the people they sell to or schedule appointments with because we can do "match back analysis".
With the match back analysis, we would take a list of who was sold to, or made an appointment, and match that against the list of household address that we were targeting with Household IP Targeting. This is another great way to show the return on investment.
Let's take another look at the automotive market vertical:
Increase Web Traffic and Conversions
To increase website traffic and conversions, Native ads and Display ads are both great options.
The types of businesses which are a good fit for these strategies include banks and credit unions, law firms, insurance companies, e-commerce, dentists, retirement communities and facilities, medical spas, and colleges and universities.
With these verticals, consumers are typically looking around and doing research before they make a purchasing decision or decide to take the next step.
Both Native and Display ads have multiple strategies to reach people during different stages of the sales funnel.
We can target with Behavioral Targeting which is showing your Native or Display ad to people who have shown specific behaviors or are in certain demographics:
We can also use Keyword Targeting, which is showing a Native or Display ad on web pages which contain keywords that are related to the advertiser's business:
We can also use Artificial Intelligence which is using machine learning to target consumers based on who is engaging with the ad.
Retargeting is another strategy that is at the foundation of just about every effective marketing campaign as we are reaching people even further down the sales funnel when they are at the conversion stage.
With Facebook and Instagram, the possibilities are vast.
And there are a lot of verticals which can benefit from running ads on Facebook or Instagram: grocery stores, construction and home builders, resource centers, funeral homes, tax services, recruitment, and restaurants in particular.
We target people on Facebook or Instagram to get those viewers to the advertiser's website and take the next step. These advertising platforms are great vehicles to drive people and help them take that next conversion step.
Two more products that can benefit companies are Search Engine Optimization (SEO) and Live Chat.
Both of these products will also reach consumers when they are further down the sales funnel.
Pay-Per-Click ads (also known as Google Ads or SEM for Search Engine Marketing) are a good option when it comes to businesses where customers are looking for immediate solutions.
Businesses like DUI lawyers, urgent care centers, plumbers, HVAC companies, and rehab centers are all verticals where people are looking for a particular need quickly, so they are most likely to click on the top listing that they see.
Next, Geo-Framing is a product that advertisers might not use very often, but it absolutely has a place.
For example, any business in the home services category where there are expos, conventions, or home shows, this is a great opportunity to go back and see how many devices ID's were captured at that event. We can then target those in present time.
Last but not least on this list is Video ads where we can utilize Over-The-Top (OTT or streaming video content) ads, Video Pre-Roll ads, and Native Video ads.