Writing for the Kissmetrics blog and using the Google Display Network as an example, Jacob Baadsgaard, CEO of Disruptive Advertising, teaches us the basics of how to use data from our analytics to refine the topical, contextual, and demographic targeting of our display ads.
Most display ads have truly awful clickthrough rates … why? Are your ads just unclickably ugly? Do you have the wrong CTAs? Is it just plain banner blindness? While all of these elements could be contributing to a low clickthrough rate, often display ads struggle because they are simply showing up in front of the wrong audience.
Each of the three major ways Jacob recommends for matching your business’ existing customers to the characteristics of the visitors to the websites where your display ads are being shown represent valuable ways to optimize your display advertising program.