Promotion of a new product or service is often perceived as a very complex and time-consuming process. In fact, bringing the offer to the market is a completely feasible task. The main thing is to know exactly who your target audience is, to conduct a comprehensive marketing analysis and identify all the risks at the stage of preparation for the launch of advertising campaigns. Suppose that all these questions have already been resolved, but there is only one left: where to display ads? In this article, we’ll talk about channels for new goods and services without generated demand.
Method number 1: Contextual search advertising. We press on the client’s “pain”
Of course, a full-fledged advertising campaign will not work, because choosing a semantic core by the name of a product or service will be problematic, since the demand for it has not yet been formed. But if your proposal is capable of solving a specific client problem, then you can already be original. For example, you own a network of mental arithmetic schools and want to sell a franchise. The demand for buying a franchise is quite small:
But you can also display ads for more general queries: “what business to open”, “how to open a successful business.” You can already pick up enough of these keys to launch an advertising campaign, and there are much more impressions for them:
Thus, you can provide traffic to your site, although you need to take into account that the bounce rate will be high.
In addition, since the traffic will still be near-target, it is not worth waiting for instant sales.
Now let’s go through the pros and cons of this method.
- the ability to get traffic from search engines;
- formation of demand for near-target requests.
- high bounce rate;
- lack of “hot” users.
Method number 2: Yandex Advertising Network and Google Display Network
Advertising in YAN and CCM is a good way to promote a new product or service.
Yes, these channels are more aimed at generating deferred demand, but thanks to the pictures in the ad, you can increase brand awareness, which also has a beneficial effect on the business.
- help generate demand for your offer;
- you can use your corporate identity in creatives;
- low cost per click.
Method number 3: Targeted advertising
Similarly to the previous method, you can serve ads to the audience for which your product is designed. Even if you haven’t even heard about your proposal, but if you have identified your target audience, this is already half the success. Let’s say you are promoting an online school info business. Wordstat doesn’t show us the biggest numbers. This means that there will be very few conversions from advertising to search.
But we know for sure that the proposal will interest members of communities related to business. Therefore, we simply collect our target audience and target our offer to it.
Targeted advertising allows you to segment users by gender, age, social status, marital status, interests, and many other characteristics. Therefore, with the help of this channel, you can reach your audience.
- the ability to use different ad formats (teaser, post, etc.);
- narrow targeting, we recommend using parsers for this.
- not suitable for all subjects. It should be noted that the use of targeted advertising for the b2b sector will not be effective. The exception is internet marketing;
- motivation to buy is lower than that of users who entered the site through a search engine.
Method number 4: Display advertising
Working with brand awareness is very important if you are going to promote a new product or service. Display advertising is the best solution for this task.
Display advertising will also work well if, at the stage of launching a new product, you conduct a promotion, give discounts or bonuses. In this case, it is better to indicate information about promotions and discounts directly on the banner.
However, if your product is narrowly focused, for example, wholesale of a mixture of metal powders for industrial production, then it is better to resort to more traditional methods of promotion: tenders, exhibitions and offline advertising.
- conspicuous formats;
- aims to increase brand awareness.
- fairly high budgets;
- it is impossible to predict the amount of traffic.
We were contacted by a client who offers delivery services for online stores. Yandex forecast gave about 700 clicks. For the Moscow and Leningrad regions, the traffic is not very large. In order to attract the maximum target audience, we have compiled a database with data from online stores by scrapping contacts from 2GIS and Yandex.Directory using a special self-written script, which is not publicly available. We rendered banners in the corporate style of the company to increase brand awareness and direct advertising to the target audience.
You can set up such targeting to email addresses and phone numbers using Yandex.Audience or Customer Lists in Google Ads. Thus, banners were shown to the audience that would be interested in the client’s offer. Please note that the database must contain at least 1000 records.
If you know your potential customers exactly, then this method can be safely used.
Instead of output
Advertising of a new product can be even more successful than advertising of products for which demand has long been formed. Before deciding which channel you will use to promote your business, you need to conduct a whole range of marketing research and clearly identify your target audience. It is more difficult to advertise an offer for which demand has not yet been generated, but it is still possible to develop an effective strategy.