How Can I Reach People When They're Not on Google?

Targeted Display Hits the Mark!!

We know that optimizing your website and implementing regular SEO services will help your company be found when someone is searching on Google for your goods and services.  What about when people are not on Google?

MacRAE’s Marketing is pleased to announce a new product offering for all our website, search engine optimization (SEO), pay per click (PPC) clients and prospects that we call Rapid Reach Targeted Display. 

Targeted Display (aka programmatic advertising) involves the presenting of display (image) advertising to a focused group of people when they are searching online.  Targeted display is branding

Where does Rapid Reach Targeted Display fit in with digital marketing today?

According to the Canadian Internet Registration Authority (www.cira.ca), in 2019 “Nearly 3-in-4 Canadians spend 4 hours online each day.”  Of that time, less than 10 minutes is being spent on Google, whereas up to 4 hours each day is spent on other non-Google sites such as day to day activities, news and trends sites. 

People spend much more time reading and researching on these sites than they ever spend on Google.  This is where targeted display can really boost your digital marketing success.  Rapid Reach Targeted Display ads are the best way to reach people when they are not on Google for the 3 ½ – 4 hours each day mentioned in the CIRA post.

The idea for targeted display is not new.  The first targeted display ads started to appear in the mid 1990’s and have evolved from there.  What is new is that in 1995 the technology was so expensive, targeted display was only accessible to companies with budgets in the tens of thousands of dollars per month.

With Rapid Reach Targeted Display display advertising is now available for much smaller investments which is allowing SME’s to consider Targeted Display as a viable marketing option.

One of the key benefits of Targeted Display is its ability to focus on and influence an extremely specific target group.  After a person searches on keywords or visits a website that indicates they are in the target group for a specific product or service, targeted display makes that person aware of your company products and services in a way that no other advertising can.  Targeted Display is a constant prompt reminding people that your company offers what they have been looking for in their online travels.

Targeted display can be targeted using a variety of targeting options. 

Geographic/Event targeting – e.g. advertising your offering to people when they physically visit a location usually associated with your offer such as a mall, a manufacturing facility, a competitor location, a theatre or stadium offers you the ability to show your ads to people.  Anywhere that can be identified with an address can be used to target potential customers in that area.

Keyword Contextual Targeting – Delivering ads to users based upon the keywords and/or context of the content they are consuming.  e.g. person looking at their Facebook feed and sees an article shared by a friend.  They click on that ad and go to a website.  They have not actually done a search, but the “context” is that they are interested in a product or service related to whatever they are looking at.

Category Contextual Targeting Shows ads as they visit sites that are classified by categories that are related to your business.

Premium Web Site Targeting – e.g. targeting online properties that offer content related to your product/service.  Site list such as News and Information, business and finance, arts and entertainment…

Its all about targeting the customer to act upon their intent by reaching those people based upon their Searches, Keywords, Content they are accessing, Categories and Physical location. 

You can choose to structure an SEM campaign on your own, but you can also turn to a professional who will save you a ton of time and utilize their experience to optimize your content and ads for you. If you’d like some assistance in coming up with the best plan for your business, please don’t hesitate to contact me.

Rob Dunford is a Marketing Consultant in the Great Toronto Area with over 25 years of experience in implementing marketing plans for small businesses.