Display ad campaigns can be an effective way to put a new product out there. These are text, image, or video ads that pique the interest of your audience, urging them to click on the ad to get to know a brand, find out more about a product, or make a purchase.
In Short Answer to this Question:
Question. Why is it important that you set goals when planning your display ad campaigns?
Answer: To help determine the performance and allow for optimisation.
Display ads can take these forms:
- Banner ads – traditional; usually seen at the top of websites
- Interstitial ads – “web pages” that appear before users are directed to the site they originally wanted to visit
- Rich media – interactive, usually with audio, video, and elements you can click
- Video ads – for Youtube and social media networks; enable brands to create more personal connections with their audience
However, whatever type of display ad you choose, this marketing tactic won’t do anything if put together haphazardly. You have to plan it carefully to get the best return on investment for the money you spend on advertising.
The key to an effective display ad campaign is to have one clear end goal. Let’s talk about that and how to build a display ad campaign below.
Determining one end goal
The marketing team has to determine one main goal for their display ad campaign. This could be to build brand awareness, a better brand recall, or brand loyalty.
Having a specific end goal guides the team in making decisions regarding the campaign’s target audience, its duration, the art and copy to use, and more.
To help you choose your main goal, look at the product or service and the best corresponding landing page you’d like to direct your audience to. This should tell you what your campaign is intended to do.
Targeting your desired audience
There are different targeting options available to each platform. These can make sure that your display ad reaches the people most likely to click on it.
- Demographic targeting – targets an audience that belongs to a specific age group, gender, religion, socio-economic status, and many more
- Interest targeting – using Google’s data on its users, your ads will appear to people whose searches match the product or service you are advertising
- Keyword targeting – lets Google show your ads on website content that have the keywords you specify
- Placement targeting – allows you to select the websites where your ads will appear for more precise targeting
- Topic targeting – lets you choose a group of websites that have a common topic
Targeting exclusions are also available to keep your ads from appearing on sites that are not aligned with your product or brand. Ultimately, your end goal should be taken into consideration when choosing what and what not to target.
Making an effective copy
There are many things to consider in making an effective ad.
First, you must determine the tone of the copy, patterning it from your product or service and target audience.
Know if a friendly or a firm tone would get more clicks, and what language your audience uses. When speaking to a younger audience, you can use slang words here and there, for example.
After that, you have to make sure that your copy is catchy. There are many ways to do this.
You can opt to be straightforward and bold, for example. Here, you can also throw in statistics that help your product or brand appear more impressive.
If you think your product or service could be someone’s urgent need, use words that demand urgency. On the other hand, if you’d like your audience to be curious about your brand, add an air of mystery to the ad through your choice of words.
Both tone and word-choice should still be guided by your goal. Facts work great for selling a product while mystery entices the audience to get to know the brand.
Whatever choices you make, though, remember to keep your copy short. This gives your display ads a better chance to be read by your audience and also makes for better retention.
Making the simplest design possible
The key to display ads is to relay your message to your audience. Text does this best, but you need exciting visuals to catch your audience’s attention first.
Your design should work with your text and not overshadow it. Make sure that the text can be read free of obstructions and that the elements look cohesive and clear as to their message.
And of course, make your design with your end goal in mind. At the same time, your design should still maintain your brand’s style or image.
Finally, don’t forget the call-to-action button. In including a call-to-action button, make sure that it suits the product or service you are marketing, relays your end goal, and that the button is easy to spot.
Whatever your call-to-action is, it should be related to the landing page where it leads.
In any case, you can see from all of this that setting a goal guides the entire display ad campaign, making the ad coherent and appealing and the campaign successful.
Going through all of the steps above may seem like a rigorous process, but it will certainly prove to be more fruitful in the end compared to what you’d get with a shabby strategy. Keep these things in mind the next time you build a display ad campaign.