Display advertising refers to ads that are placed in and around page content on websites. Most people usually associate banner images with display advertising, however, adverts come in a large range of formats including text, image, animation, video and HTML.
There are many platforms for display advertising including Google Adwords & Bing ads display networks, DoubleClick, AppNexus, Rubicon and Open X to name a few. Some content publishers even offer display advertising solutions directly to advertisers instead of going through a platform.
Effective display advertising requires a good strategy as well as an understanding of the network and the audience that you’re trying to reach. In this article, you can find six quick tips to help your display advertising stand out and become an effective component in your online campaigns.
Understand the customer journey
With improved technology that allows us to better measure how people interact with companies, it has become increasingly evident that the process from being exposed to a brand to becoming a customer can be a long journey; and include many touch-points along the way.
Display advertising can be an extremely effective method for introducing your brand to potential buyers and starting them on the journey to becoming a customer. Consumers who see or click your display ads may not buy from you immediately, but will build familiarity with your brand, and will be more likely to consider your products and services when they are ready to purchase.
Remarketing and retargeting technology is an exception in that they are more useful towards the end of the customer journey, as they re-engage with buyers and prompt them to complete their transaction.
When evaluating display advertising campaigns, it’s important to look at your multi-channel conversion funnels, and measure assisted conversions.An assisted conversion occurs when the customer has already interacted with other paid or organic advertising that your business is performing. They already know about your business and your brand and have then clicked on one of your advertisements to return to your site to make a purchase.Multi-channel attribution is attributing the value of the conversion to each link in the conversion funnel that moved the customer from start to finish – so that you can truly see the value of each advertising channel.
A key activity for running successful display advertising campaigns is to identify which sources, or ‘placements’, are delivering valuable traffic. These are the websites whose audiences seem to respond positively to your ads, and later convert to customers.By separating these sites and pages from the rest of your campaign, you are able to allocate more budget to these placements; allowing you to capture more valuable impressions and clicks.Continuing to examine the best perform placements over the course of your display advertising campaign will allow you to allocate more of your budget to the top performing placements, increasing your campaign efficiency and profitability.
While you are identifying placements with great audiences, you will also discover the ads and placements that are underperforming. Whether it is poor click-through-rate or a lot of clicks that don’t convert, these unsuccessful placements are taking valuable budget away from those that do.Excluding or restricting your ads from appearing on these pages and websites will provide more budget for discovering new audiences that are potentially more profitable.
Craft your ads to suit your placements and audiences
Each website or page that your ad appears on will have its own style and audience. As you begin to identify certain websites and pages that work well for your brand, start crafting customised ads that target that particular website and audience.Try changing colours, styles, fonts, text, images and more to see what fits best with the website and appeals to the audience. Some A/B testing will show you what does or doesn’t work.
Creating specific ads for your top ad placements will help you gain even more value from that audience, leading to more conversions for your business.
As we mentioned earlier, display ads are usually one of the earlier touch-points in the journey an individual takes to becoming your customer.While your marketing message at the early stages of the journey may be different to later touch-points, it’s important to have a consistent theme and style so that it builds familiarity with the individual and re-enforces the brand message as they progress on their journey.