from the blog.

Perceptual vigilance and remarketing

Consumer perception is something that marketers can’t ignore. And that can help guide your display advertising strategy when setting your Google Ads campaign.

The perception process has three steps: exposure, attention, and interpretation. The attention step measures the extent to which processing activity is devoted to a particular stimulus, and a lot of effort is placed by marketers to get the consumer’s attention.

The idea of personal selection also plays a role in the attention step. For example, customers can have perceptual selection, and  attend to only a small portion of the  stimuli to which they are exposed. In the same way, perceptual vigilance means that consumers are more likely to be aware of stimuli that relate to their current needs.

Targeting consumers using the idea of perceptual vigilance is a great strategy to direct your message to a relevant audience who has interest in your products or services. A way to do this is by using display with remarketing.

The strategy of remarketing is to target users who have already visited or taken action on your website. When you use display with remarketing, these users will see your banners when they are browsing through the Internet. You are counting on perceptual vigilance so your ads will catch their attention. This is why creating a display strategy based on consumer perception can help you stay ahead of the curve.

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