In the effort to reach their consumers, marketers and brands today have digital operations at the center of their minds. But despite their best efforts, some are still not feeling the impact of their display investments, even with a strong online presence and the use of the latest technology. For those still struggling to get ROI from their display campaigns, here’s a quick guide on how to design a winning display strategy.
1. Define the objectives of the campaign
Successful advertising campaigns rely on a solid multi-layered strategy and this strategy consists of specific objectives that a brand aims to achieve. Whether it’s increasing brand awareness, increasing email subscribers, or increasing website, traffic, sales or conversions, they need to express engagement. of your brand to fill them out.
The crucial question in the campaign goal setting process should look like this: “What do I want to accomplish with my ad?” “
Let’s say your brand is a watch. Do you want consumers to remember your product when they browse other products, or do you want them to click on the ad and buy the watch? If the answer is the first, you want to build awareness of your brand; if it’s the second, you’re looking to generate sales.
2. Reach your audience
Ideally, you want to create a strategy that aims to reach your ideal audience. Your ads won’t impact everyone equally, which is why a clearly defined targeting plan will only go to those who are likely to be interested in your ads. It will save your budget, time and effort.
Questions like these below might help you define your strategy:
- âWhat do we want to accomplish with this campaign? ”
- âDo we want to generate broad interest within a target market? ”
- âDo we want to convert people who have already shown interest in our brand? “
Here is a brief overview of some targeting strategies:
- Location based: A great strategy for local businesses or those trying to create general interest in a specific geographic area.
- Based on demographics: Parameter-based targeting that segments the target audience into more specific groups. These parameters can include age, gender, location, etc. These characteristics segment target audiences even more, increasing your campaign’s chances of engagement and conversion.
- Retargeting: Retargeting is the means by which ads are shown only to people who have visited a brand’s website. Retargeting is conversion oriented and branding focused, while keeping the audience in the conversion funnel.
3. Choose the right tools for campaign execution
The success of your campaign depends in large part on the tools used to execute it. This means you need to research your media buying options and pick the one that most closely matches your established goals.
You have the choice between several options for purchasing advertising space:
- Direct from publishers
- Use programmatic platforms
- Media agencies
- Affiliate networks
Whether you decide to buy media directly from publishers or use a platform, make sure it fits your needs and budget.
4. Create attractive banner ads
After defining your strategy, you need to make sure the banners you create will appeal to your audience. The design of the banners is an important factor in a display campaign strategy. After all, advertisements are displayed for people to see. This is why they must generate the engagement of potential consumers.
Keep the ad content short and simple. Consumers are already overwhelmed with content, so the goal must be able to distract them with a meaningful, short, and clear message. Simplicity is always a winner in display advertising.
However, keep in mind that the banners mainly reflect the crcreative brand message, which means spending the time creating all the story the banner needs to tell is worth it.
5. Optimize your landing page
A strategy can include everything, but if it fails to optimize the landing page for conversion, it can result in complete failure. What happens when someone clicks on your ad? A potential consumer is redirected to your landing page. A good landing page should have the users in mind, not the search engines. This is crucial for the success of the campaign and the advertising strategy. By combining creativity, clear content and a conversion point in line with the call-to-action of the creative message, you have good conversion chances and a positive ROI.
To ensure banner and landing page consistency and continuity, you need to ensure that the claim / promise in the banner will immediately appear on the landing page – this way consumers will quickly understand that they are on. the right page. If the landing page does not follow the message into the banner, consumers could be confused and it could cost the brand a conversion.
“Success is not final, failure is not fatal: it is the courage to continue that counts.”
Creating a display advertising strategy is the first step that will help your business and lead to developing a more targeted advertising campaign. A well-designed display advertising strategy gives brands the opportunity to better evaluate and improve their campaigns.
Bearing in mind the key elements above, the ultimate goal of display advertising is to continuously test the brand’s path to success. Once the ad campaign is over, you will get information about your audience (such as preferences, behavior, etc.), and this feedback could prove invaluable in improving future campaigns.