So, you have your budget figured out. Your ads are created and ready to launch. What’s next? It’s time to figure out how to get these ads in front of the right audience. So where do you start? Today we’re sharing some of our tried-and-true tips on where and how to target the right audience and maximize your ROI.
Social media is one of the best and easiest ways to find and target your ideal audience. People who are already following your bank on social media have already shown they like what you do and want to know more. They’re the perfect audience to share your new product or service with!
With social media, you can also promote posts at a relatively low cost. Promoting places your posts or ads in front of users you know are likely to be the most interested based on factors you choose, such as their previous search history or even their geographic proximity to your bank.
Location-based mobile advertising
Targeting users based on location is a great way to get your bank’s name and products in front of people who live and work in your community. The closer they are, the more likely they are to come into a brick-and-mortar branch and talk to a banker if they see a product they like.
With location-based mobile ads, you can also target specific locations that aren’t necessarily close to a branch, but contain the right audience for certain products. For example, maybe your bank is promoting a college checking account. By targeting the exact geographic area encompassing a college or university campus, you’ll be sure your ad will be seen by the perfect audience.
Search engine optimization (SEO) is the process of using specific keywords on your site to help your site show up in specific search engine results. The better your website’s SEO, the more likely it will appear closer to the top of the list on the first page of search results.
Prioritizing SEO is a no-cost way to increase traffic to your website; that’s why this type of of SEO is called “organic” as opposed to “paid.” People who are actively searching for what your bank is offering are typing in the keywords that are already on your site, and hopefully finding what they need. You can’t find a better audience than that.
Google’s In-Market Audiences
Google offers some great tools to help you target your ideal audience. Two of these, In-Market Audiences and Affinity Categories, help you identify people who are researching products and services your bank might offer but may not have heard of your bank before. Google pulls this information from the past searches and browsing behavior of its users. For example, if someone has searched repeatedly for new cars or real estate, you can target these people with your offers for auto loans and mortgages. This is a great opportunity to expand your audience!
Whether your bank is just getting started with mobile advertising or you’ve been in the game for a while, it’s never a bad idea to think about targeting a larger audience. And here’s a pro tip: always make sure you’re actively tracking and checking results after each campaign to be sure your efforts are working and you’re getting a great return on your mobile marketing investment!