The Internet is where modern consumers go to search for information about products and services. Before making any decision to buy, they will browse user opinions and reviews, store locations, or compare pricing from different distributors.

From an advertising point of view, these consumers are a defined target group indicating that they are interested in buying a specific product. They offer valuable data on buyers’ interest, and this data is then useful for delivering ads and promoting specific goods and services.

Let’s take a closer look at three solutions available on the market, and see how you can reach “window shoppers” and navigate them to buy purchase products online.

Display campaigns

Display advertising is an effective method for promoting your brand’s image online among a large, general audience. Display campaigns utilize ad banners which are showed in pre-defined space on specific websites.

For example, TVs, radios and electrical appliances are one of the most commonly purchased products online. Refrigerators, washing machines or small household appliances are browsed by many people using the web with various intentions (e.g. to buy, review, compare, find information). This user group is massive, making it extraordinarily difficult to define an exact website that they will visit.

With display advertising, you can choose to display ads on websites with the same themes, categories, or branches that are most similar to our products. As a result, you reach a massive consumer group potentially interested in a purchase. It can also reach those outside of the target group and influence new shoppers to take notice.

The key advantage of display campaigns is that they offer full control over what and where to display an advertisement. The downside is that this kind of advertising does not follow a user’s individual behavior. As a result, the marketing message isn’t personalized to his or her preferences. More importantly, even if an individual user wants to buy something, this method cannot identify exactly which website they will visit. Thus, it is uncertain whether he or she will ever see the banner ad.

Google Adwords

Google solutions enable advertisers to reach users looking for a specific product. The solution makes use of key phrases from a brand’s SEO. While promoting a specific brand of refrigerator models, for instance, this method allows you to predict which key words an online user will use, and increase the possibility that they will see your brand’s offer after typing a phrase.

Google AdWords also offers campaign tracking and optimization. You can immediately launch a key word campaign and change settings at any moment. The disadvantage to this solution is that it is unknown whether or not the user wants to buy anything. He or she could simply be searching for a manual to a product he already owns. Moreover, the market for TVs, radios and electrical appliances is extremely over-saturated and competitive among stores, producers, reviewers, and other target groups attempting to win higher search positions.

TANDEM Effect

Distributors, manufacturers, producers and vendors can also employ new promotion solutions available on the market, like the TANDEM Effect. It allows a manufacturing brand to co-finance digital advertising campaigns with multiple online shops at once. This form of cooperative advertising displays personalized products that contain a specific product category from a single brand. The result is that a brand receives more displays and click-through rates for over it competitors.

Take for instance, the following scenario: a user browses an online shop for a refrigerator, or compares prices from multiple vendors. In the next few days, they will see an ad for a particular store which they visited, but the creatives will only contain refrigerators from a single brand name — the one who financed the campaign.

TANDEM Effect is based on RTB technology, which means all digital ad bids and displays are conducted in real-time. The solution works in every industry, but has preliminary conditions that must be met beforehand: the products must be available to buy online and the amount of product inventory must be large enough to run a campaign.

There are a number of tools on the market to promote a given product, service, or brand, but they are utilized in very different ways. Display ads are suitable when you want to strengthen brand image and mass-advertise. Google AdWords are good in situations where the competition is weaker in SEO and the more freely defined phrases, the better. The TANDEM Effect enables manufacturers to promote products for a single brand and single product category. It’s worth noting that using combinations of each solution and searching for complementary channels of promotion can offer better results over a single channel.

 

By Michał Orzechowski of RTB House. 

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