Today, users are quickly switching between desktop, mobile and even voice searches to find what they need immediately. As such, savvy business owners shouldn’t rely on the standard click-through rates and focus more on ads that drive the right action and impression, leading to meaningful conversions and increased brand awareness.
Current Consumer Device Preferences
Many customers use multiple devices to perform their independent research. The device reached for at any point in the research and purchase process depends on comfort, proximity and intent. Switching between devices is common, and it can happen at any time during the evaluation or purchase process. At home, more people rely on desktops or reach for tablets to access e-commerce websites. Smartphones are a popular option for those shopping at work and for on-the-go browsing.
Advertising Strategies Based on Changing Behaviors
Due to these changing preferences, it’s more important than ever to capture an audience at the right time and create ads that target that audience depending on what stage of the buying process they’re in. For example, a recent study from Mediative found that display ads are 39 percent more likely to influence online shoppers when they are researching products to purchase compared to when they are online with no intention to make a purchase. This means that targeted impressions and strategic advertising catered to different stages of a buyer’s journey are essential for successful online advertising.
Another key factor is relevancy. Rather than focusing on getting clicks, businesses should leverage retargeting campaigns to cater ads to users based on search history and online behaviors. This keeps a brand top of mind for potential customers, increasing awareness and the chance that users will search for that brand when it comes time to make a purchase.
Successful advertisers can approach the expanding search behaviors of users with a strategic advertising campaign that focuses on impressions, relevance and timing. Instead of focusing solely on click-through rates, it’s more about influencing consumers with a memorable message. Contact BCI Media Services to build a comprehensive marketing strategy and respected online reputation.