If you still think that remarketing = display, stop reading. Same thing but in yellow: if for you RMK = display, don’t read any further . Today we are going to talk about how to run display campaigns or “prospecting display”: find and attract new users only with graphic advertising.

The first thing you need to get out of your head is the idea of ​​ROAS. If you’re going to measure your prospecting campaigns with the same yardstick as your remarketing campaigns, don’t do prospecting.

“If remarketing campaigns are the most profitable, why don’t we just do remarketing?”

That’s what one of my first clients told me. Dear readers, if we only do remarketing, we’ll never grow. So, grab on and get to work!

Why is it important to do display prospecting?

Display advertising allows us to reach users who singapore phone number list free do not yet have a need, who are not yet in the phase of directly searching for our solution but to whom our product or service may be of great use.

Phone Number

Display prospecting serves as a showcase to show our product to users who don’t know us. In addition, it allows us to do so in an affordable way, for example, both in Google Display and Facebook Ads we can achieve costs of less than €1 as CPM, or, if we talk about advertising on YouTube, costs per view of 2 cents.

In other words, there is no need to allocate a large budget to display prospecting, what is needed is to do it well:

Defining our objectives very well
Identifying the perfect audience
Taking care of the locations where advertising is displayed
Monitoring the frequencies
Being careful with the devices that are taking the investment
Prospecting on display: 4 keys to make it TOP
As with everything in life, to make successful digital advertising campaigns, experience is a key, and one of the most important. Here are 4 ideas for making display prospecting work:

Dynamic prospecting campaigns

We are eCommerce geeks. You know it, we accept it, it’s okay.

And as geeks who are addicted Sad Life Box  to the “one-stop-shop” concept, we know that it is very VERY difficult to convey our essence, our value proposition and what we sell with just one image.

“We have +30,000 references of natural products. Free shipping in 24 hours. The best price online…”

Maybe in search, these may seem like TOP claims, but for display, Facebook or YouTube we would have lost interest before the first point. That is why we recommend using dynamic prospecting ads, which are complemented with product information from our data feed.

This option is already available in Google Ads for all advertisers, and on Facebook you can create collection ads , which are our favorites, and allow you to combine copy + video + product sheets. Let’s try them out!

Prospecting for microconversions
By definition, prospecting advertising (on any network) is responsible for reaching users who neither know us nor are looking for us. Therefore, it is very difficult to lead the user, in a single interaction, to undertake an extremely valuable action on our website.

“Hey! User who doesn’t know me at all, look at this cool ad, pay for a €7,000 big data master’s degree”

That doesn’t work. That’s why it’s important to define microconversions that will help us qualify traffic and define the value of the different audience segments we’re impacting.

Continuing with the example, microconversions such as downloading the master’s program or signing up for a webinar are microconversions that make much more sense to target in our display prospecting campaigns.

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