SEM also provides opportunities to reach people outside of Search Results. Google offers opportunities to increase your internet visibility with digital ads through the Google Display Network. This involves display ads, as well as remarketing strategies. You can increase your reach and frequency in multiple places.
Think of Search as entering a specific keyword or keyword phrase to find resources or website listings to match their query. It is a lot like the old physical yellow pages directory where listings are organized by category such as plumbers.
Display are visual ads that appear in multiple places, such as apps, Google-owned properties, and Google Display Partners. Your display ads will be shown to potential customers using strategic targeting. Display ads may appear in a news article, YouTube video, game app, gmail, or a website.
Display engages with people may be in-market segments for your product or service through their search history and other algorithms. It also provides opportunities to remarket, or retarget, your website visitors. One example, a visitor to your website places an item in a cart but does not follow through with the purchase. Remarketing can automatically display that abandoned cart item within a Google Partner news article.
Display and remarketing strategies require a knowledgeable SEM strategist, such as JBC.
Geofencing is a digital marketing strategy that involves targeting a small geographic area with digital ads. Think of it as a boundary around a specific pinpoint. This strategy can be expensive without proper planning and execution.
Often, a digital marketing company may use this product to target visitors attending an event such as a trade show or concert. Other proven successes include targeting an area where you know your potential clients frequent or gather, or even a competitor location.