This question comes up many times while looking for a digital marketing strategy, where does display advertising fit in the Sales Funnel? And we have got your answer to this question is that- everywhere beginning from initial awareness to conversion.
We want to begin the blog by saying we know digital marketing can be confusing because there are so many strategies available and you need to find which one is best for your business.
Digital advertising is one of the components of digital marketing and if you are looking for something to help, you understand digital advertising and if it fits for digital marketing of your business, this blog is for you.
What is Digital Advertising and Why is it Important?
Digital Advertising is a paid form of digital marketing that shows advertisements in the form of visuals or videos on websites and apps. Digital marketing can be done through Google Ads majorly and that is why understanding digital advertising from Google Ads perspective is important, so here we go-
Display Advertising on Google Ads
There are two main types supported by Google Ads of Display Ads namely Responsive Visual Image Ads and Responsive Video Ads.
Responsive Visual Image Ads
Visual Image Ads are the most common form of digital advertising mostly in the form of banners containing images, texts, and designs associated with the brand and tell the Ad’s purpose.
These Ads works better if they have a call-to-action button for quick inquiry from the viewer which can be put in different form such as “Order Now” “Enquire Now” or “Get Quotation” whichever suits the agenda of your Ad.
Responsive Video Ads
Well, these are the easier version of Digital Ads since they don’t require graphics and can be posted directly. Generally, video Ads have headlines, descriptions, image, and video and they tend to catch the attention of viewer quicker and has a high response rate.
How Does Digital Advertising Fit in Sales Funnel?
So now when the meaning, usage, and types of digital Ads are clear, we move ahead to explain the fit of digital advertising in the sales tunnel.
We started the blog by saying digital ads can fit in sales anywhere from creating awareness to conversion and we stand correct. You will understand it too by the end of the blog but we counter our claim by saying it can support your business goals as the way you want and present.
The placement of Ads doesn’t change but the customization of audience, landing page, and message can be done according to the needs of your business.
Top-of-the-funnel Display Marketing
The job of top-of-the-funnel marketing is to cater to the attention of your target audience and to do so the goal should be to create brand awareness through impressions or views on the ads. This can be measured through the KPI of impressions and click-through rate (CTR) on the ads.
The target audience for top-of-the-funnel ads could be Life event audiences (based on unique milestones), Detailed demographics (specific age, gender, or geography), Custom segments (keywords and URL popular in target audience), In-market audiences (based on recent internet search and purchase), and Affinity segments (based on interest and hobbies).
What User Expects from Top-of-the-funnel display marketing
Since the viewer of the top-of-the-funnel ad is getting exposed to your business for the first time, you want to leave an impression to be remembered with a brand logo and a catchy line, to sum up your business or product. It should conclude your business’s value proposition.
Middle-of-the-funnel Display Marketing
The job of the Middle-of-the-funnel Display ads is to catch the attention of the viewer strategically because this user may have visited your website before but left without registering. These ads have to be informative and creative for the viewers who like to research for information gathering. An effective ad can lead the user to the next and final stage of display ads or else they will leave the website if not done correctly.
Middle ads have to be traffic generative to the website and engage the viewers to move forward to engage in the next step such as requesting a quote or enquiring about more functions also known as micro-conversions. There you can get their email to send them personalized quotations to convert the inquiry into sales. You can target the audience by Custom segments, Detailed demographics, Remarketing audiences, and Customer match lists.
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