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Display and search advertising: Top three strategies to expand your audience across channels

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Omnichannel advertising can be complicated. Digital marketers today have an unlimited number of tools at their disposal to get their message in front of the right audience through search advertising and others. While your channels or tactics may change, the goal of all marketers remains the same – to grow your brand and build your business.

But how do you know which channel or channels to use to achieve these goals? Many marketers with smaller advertising budgets start with paid search as the first channel to target, because of the simplicity of setting up a PPC campaign in Google Ads. There are no creative assets or media buyer required, and no fancy technology to learn or understand. Search also has advanced targeting abilities, offering companies the chance to get in front of in-market shoppers the minute they start their search. And the results of search campaigns are quantifiable, with insights into exactly which terms are resonating most.

Programmatic display advertising, on the other hand, can be a bit more difficult for some marketers to get started with. This channel has traditionally been considered best for brand awareness campaigns, as display ads can appear virtually anywhere your potential customers are online. Taking advantage of display requires either a direct relationship with a demand-side platform, or DSP, or a relationship with an agency to manage the campaigns on your behalf.

But choosing the right mix of channels for your advertising campaign doesn’t need to be an all or nothing affair. In fact, combining display and search together can have a positive impact on your return on ad spend (ROAS).

Here are three strategies to effectively combine search and display advertising for maximum results:

1. Cast a wide net

If you’re looking to find more new customers and don’t have a ton of traffic on your existing site or searching for keywords you’re targeting with search, the first step is getting more site visitors. This is where programmatic display advertising comes in handy — it offers a scale that paid search campaigns can’t, at a better price point. If you have a big promotion coming up in a few months, it’s a good idea to increase spending on brand awareness tactics well in advance, in order to have larger retargeting and lookalike pools ready to go when your promotion is ready to launch. So start by casting a wide net with display, and then continue to adjust and refine your targeting parameters as time goes by to optimize performance and find your next best customer.

2. Retargeting

Once you have brought all these new visitors to your site, it’s time to introduce cross-platform retargeting. For example, if you are running a paid search campaign for sneakers and roughly only 13% of this paid search traffic becomes a paying customer, that leaves another 87% of the audience you already paid for who abandoned the site without ever converting. Now that they have already visited your site, you can use retargeting to show them a new series of messages in the hopes of bringing them back to continue further down the sales funnel. Your specific retargeting tactics can be simple or sophisticated, but the bottom line is that they will help keep the conversation going with the visitors most likely to convert down the road.

3. Contextual targeting

If you have already identified your best-performing keywords from your search campaigns, you can use this same keyword list to add contextual targeting to your programmatic campaign. While this strategy doesn’t directly link the two channels, it does allow you to further refine your audience targets. For example, if “athletic shoes” is something that a lot of people are searching for and is driving people to your site, you could create an “athletic” contextual segment to target with display advertising.

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Each of these tactics are a great way to build awareness for your brand and products right when your prospects are actively shopping, and a great way to complement ongoing search activity. If you already rely heavily on paid search for a large part of your advertising, consider adding display, along with some targeting strategies to increase the efficiency of your campaigns and decrease your cost per acquisition.

Jason Wulfsohn is Co-Founder and COO of AUDIENCEX, a programmatic advertising and trading desk.

Search Engine Watch – PPC

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How to Expand Your eCommerce Business Globally

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How to Expand Your eCommerce Business Globally


The Ecommerce industry boomed throughout the COVID-19 crisis, and continues to grow in this post-pandemic world. Now that global trade and commerce are on the rise, eCommerce businesses can rapidly expand into neighboring markets and establish a digital brand presence across the globe.

Of course, this is often easier said than done, no matter how many resources for expansion you have. The sheer competitiveness of the Ecommerce sector hinders the expansion of many small eCommerce ventures. That said, with the right strategy and the necessary tools, you can take your online store from a local to a global brand.

That’s why today we’ll detail the essential steps you need to take to ensure efficient and effective growth in new markets, and how to establish a powerful brand presence on the global scene.

Optimize and Redefine Customer Profiles

A customer profile, or customer avatar, is an all-encompassing overview of your ideal customer(s). Every growth-oriented eCommerce brand needs to create detailed customer profiles to empower marketing, sales, and support teams to do their best work — but of course, that’s just the tip of the iceberg.

The overarching importance of customer avatars for eCommerce growth and expansion can’t be overstated. When it comes to global expansion, however, customer avatars will allow you to improve the buyer’s journey and optimize the overall customer and brand experience in every new market you enter.

To that end, make sure to:

  • Identify your most important markets for marketing and conversion focus
  • Research the local customer bases and compare them with your existing customer profiles
  • Identify the key motivators, drivers, values, goals, and needs of your new target demographics
  • Observe global expansion as a chance to establish a meaningful connection with numerous new markets

Automate as Much as You Can

Automation might be a buzzword, but it’s important to remember that it allows us to achieve many short, mid, and long-term business goals — if properly implemented. You can automate many things in the eCommerce world, saving you time and money. Furthermore, automation can empower all of your teams to achieve better results — because they’ll be focused on solving complex problems rather than wasting time on menial tasks.

However, for all the benefits of eCommerce automation, it can be a tricky endeavor. You have to be careful with your investments. You can easily overspend on the tools you don’t need, so you need to streamline your automation strategy and choose only the tools that will allow you to expand more efficiently and effectively.

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Consider the following essential automation opportunities:

  • Inventory and order management
  • Email marketing
  • Customer support with chatbot technology
  • Gathering feedback and customer data
  • Targeting and segmentation based on buyer behavior
  • Social media scheduling and posting

Become an Authority Figure in New Markets

To expand your business globally, you need to think beyond how you’re going to ship products internationally or how many payment methods you should accept. Those are all important considerations, but today we are focusing on the strategic questions. With that in mind, let’s talk about the importance of building an authoritative brand presence.

You might be a popular brand in your local market, but if you want to establish yourself internationally, you need to double down on brand experience, trust, and social proof. To build trust, you need to publish truly relevant content in the form of articles and videos, as well as live events and an on-demand webinar that will educate your audience, share relevant information, and make your brand more relevant and engaging in competitive markets.

With diversified content offering a deeper understanding of your audience and what they need, you will be able to optimize your content output to engage people on your website, social media, email, and all other customer touchpoints.

Make It Easy to Access Your Products and Offers

Reduce customer effort. Why? It entices people to buy from you instead of the established local brands. To do this effectively, research your top competitors in all your relevant markets around the world and focus on improving their processes.

For example, if your competitors have a long checkout process, shorten yours to make it easier for people to complete a purchase. If people are having trouble reaching the right product pages and categories, then you can generate dynamic QR codes that people can scan to quickly reach the exact page they were looking for. Likewise, make sure to allow customers to place orders via email, social media, and other channels to make it even easier for people to buy quickly.

Localize Your Content and Adapt Your Entire Brand

Finally, think of global expansion as a way to dominate many individual markets. Global expansion, in a practical sense, is not about dominating the world — it’s about dominating the high return on investment markets and customer bases.

To that end, start localizing your brand, messaging, content, and all your strategies. Remember that e-commerce translation and localization are not just about translating your website, but about adapting your entire brand experience and product descriptions to the unique culture, trends, and language of the local community.

Once you have identified your most lucrative markets, you can go ahead and localize your sales and marketing strategies to maximize their potential in the mid and long-term.

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Over to You

While global expansion might have seemed like a pipe dream for many small eCommerce leaders in the past decade, nowadays any online store can transition from a local player to a global brand. By allocating your resources wisely and investing in the right tools and tactics, you can quickly expand into new markets while truly connecting with local customers and audiences.

Now that you know the best practices, you can kick-start your journey to become a global eCommerce brand by the end of 2022.





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