Getting The Most Out of Display Advertising

This is a guest post by Caroline Watts, Marketing Manager at ReTargeter.


Display advertising is an established digital marketing tactic, but lately it’s gotten a bit of a bad rap. But display doesn’t have to be ineffective. Like with most marketing channels, display campaigns are only as effective as they are well-run. Ignore best practices and you aren’t likely to be successful, but run a well-managed campaign and you can see impressive results.

 

Though there are many factors that go into a making display work, the following aspects of your campaigns are likely to have the most significant effect on your success: who you’re reaching, what your ads look like, and how well display is integrated with your other marketing channels.

 

Reaching the Right People


With display, as with most forms of advertising, it’s all about audience. If your ads aren’t getting in front of the right people, nothing else matters. Fortunately, this part is easy to get right. One of the primary benefits of display advertising is the robust and precise targeting available to advertisers. Here are a few different types of targeting you can employ to make sure your campaigns don’t miss their marks:

 

  • Site Retargeting: Retargeting, the practice of serving ads to people who have previously visited your website, is one of the most effective forms of display advertising because it focuses on the people who are most likely to be interested in your product or service right now. Retargeting can work well for virtually any business, as there isn’t a marketer out there for whom conversion rates are 100%.
  • Advanced Retargeting: There are many more complex forms of retargeting, which allow you to target ads based on other activities like opening an email or searching for relevant keywords. Depending on your business, it probably makes sense to start with site retargeting and incorporate more advanced targeting techniques as you become more experienced.
  • Demographic and Geographic Targeting: If you have a good idea of what your ideal customer looks like, demographic information like age, gender, income, or occupation can help focus a campaign on the people most likely to be interested in your messages. Targeting your ads by geography is also a particularly effective way to keep costs low and relevancy high.

 

Creative Matters


One of the biggest mistakes digital marketers make with display is under-investing in creative. Banner ads are not all ineffective—but bad banner ads are. Make sure your in-house designer or contracted design service has experience with banners and is well-versed in the best practices of banner design. Regardless of campaign type, banner ads should always be memorable, aesthetically pleasing, representative of your brand, and should stand out from the page. 

 

It’s definitely possible to run effective display campaigns with well-designed static ads, but it’s also a good idea to test rich media like Flash and video to see if you can get even more out of your campaigns.

 

If you’re designing banners in-house, make sure you have a good sense of how others in your space are using display. Using MixRank, you can actually check out all your competitors’ display ads and use their design choices to inform how your campaigns.

 

No Campaign Exists in a Vacuum


Display is an incredibly powerful marketing channel, but it’s most effective when it’s one campaign of many. Display can complement paid search, social media, and email marketing (just to name a few), but it’s important that all your campaigns are well-integrated. Make sure that your various campaigns are truly supporting each other. Though each campaign should be tailored to its respective medium, the messaging you use to reach the same audiences across different forms of media should always be consistent.

 

About the Author

Caroline Watts is a Marketing Manager at ReTargeter, a full-service display provider specializing in retargeting and audience targeting. You can find her on Twitter and Google+.

 

Which Super Hero Would Your Online Marketing Strategy Be? The Display Advertising Edition

Successful online advertising professionals possess extreme optimization knowledge and strategies that we can easily associate with super heroic powers. In this new blog series, we’ll take a look at various online marketing strategies, and how they emulate the extraordinary powers of your favorite super heroes.

 

The Display Advertising Edition

The display advertising strategies edition are just a few to kick off the series.  Let me know in the comments which character’s powers you’ve had the most success with for your display campaigns and how you were able to own them.

 

Professor X: Audience Targeting

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The Super Power: Professor X is an incredibly powerful telepath capable of astral projection, mind control, illusion casting, memory manipulation, and psychic blasts.  If you’re participating in audience targeting, your strategy is comparable to the world’s most powerful telepath.  As Professor X listens to people’s thoughts and impacts their decisions with his powers, audience targeting similarly allows you to serve ad impressions to specific individuals from your target audience, giving your messaging the power of astral projection, psychic blasts and mind control.

 

How To Own It:  If you’re not currently honing Professor X’s powers of audience targeting, you can look into audience measurement tools like Quantcast or Core Audience that can help you understand what type of audience segments you can divide your visitors into.  Once you have full knowledge of these segments, create custom messaging for the various audiences that will be sure to persuade decisions and viewpoints.  This will help your campaigns and give you the optimal edge that salutes you into the same super hero class as Professor X.

 

Cyclops: Retargeting

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The Super Power:  Cyclops projects a concentrated beam of ruby-colored concussive force from his eyes and can project his power onto those he sees.  As it turns out, Cyclops and retargeting are two peas in a pod.  Just like Cyclops can project his forces onto those he can see, retargeting allows you to serve ad impressions to people who have visited your site.  These ad impressions are very pinpointed and focused towards individuals who you “see” on your site.

 

How To Own It:  To spark your inner Cyclops, set up your retargeting campaign with some easy-to-use tools like AdWords remarketing, AdRoll, Bizo, ReTargeter, TellApart or Criteo.  TellApart and Criteo technologies actually create dynamic campaigns generated by the product page the visitor was last browsing (suitable for big retailers or travel sites with multiple products).  Alternatively, I’ve had positive experiences with AdWords and AdRoll, which are pay-as-you-go tools.  So, grab some dark shades like Cyclops and start projecting your own concentrated beam of retargeted ads by adding your choice platform’s tracking code to your site.  This equips you with abilities to track your visitors, conversions, and target those visitors who dropped off in the conversion funnel.

 

Rogue: Competitive Intelligence for Display Ads

 

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The Super Power: Rogue’s competencies make her very strong as she absorbs powers, memories, and personalities through skin-to-skin contact.  Prolonged contact with others can cause her to permanently absorb their traits and potentially kill them.  Many have described her strengths as the ability to steal the enemy’s powers and use these forces against them.  This is exactly what competitive intelligence for display ads can do for your marketing campaigns.

 

How To Own It:  If you’re like Rogue, you’re already using MixRank to spy on your competitors’ display ads, placements, and landing pages.  Now all you need to do is absorb this powerful data to your advantage.  Similar to Rogue’s prolonged contact capabilities, MixRank provides powerful insights that you can use over long periods of time for display advertising, search engine marketing, search engine optimization, conversion optimization, and much more.  So whether you want to create more compelling ad copy, scale out on keywords, optimize for winning landing pages or generate new traffic through link building, MixRank’s competitive intelligence data will certainly gear you up to exert Rogue’s wondrous abilities of absorbing your competitors’ skills, powers and traits.

 

Have any online marketing strategies that are related to these super powers? Let me know in the comments which character’s powers you’ve used in the past, and how you were able to own it.

 

Thanks for reading! If you liked this post and want to read more posts from this series, follow me on Twitter or add me to your G+ circles for updates.