4 Keys to a Successful Performance Display Advertising Campaign
The logic of performance display advertising is that you should only pay when your advertising generates desired results. However, it takes effective planning and execution to achieve your objectives with a performance-based campaign.
The following is an overview of several important strategies that can help you reach your goals with performance display advertising.
Develop Messages that Resonate
Performance display campaigns only work when you begin with a clear and thorough definition of your most valuable customers. Your campaign messages need to resonate before they generate results, which means the problems addressed and solutions presented need to matter to the audience.
Use banner creative with characters and other visual features with which the targeted buyer is familiar. Consider the most important words,phrases, and images that will appeal to the senses of your prospect.
Deliver Messages on the Right Platform (and at the Right Time)
To reach your audience and execute messages that resonate and drive a response, you must utilize the right platforms at the right times. Online display spending has recently surpassed search because of the power of dynamic, image-based ads. Animation and sound also contribute to their quality.
Timing includes connecting with people at their particular research stage. With retargeting campaigns, for instance, you want to present messages that entice a previous window shopper back to your site.
Beyond effective execution and delivery on each format, present a consistent strategy across all channels.
Focus on Viewability
If you pay for ad impressions, you only achieve value when readers see your ads. According to recent “think with Google” data, 56.1 percent of all display ad impressions aren’t seen and only about half (50.2 percent) of all publishers provide viewable ad impressions for readers.
To achieve message impact, recall, clickthroughs and conversions, your ads must first be seen. Surprising to some, the most viewable ad positions are just above the fold (bottom of device screen) and not at the top of a page. Vertical (top-to-bottom) ads earn more views that horizontal ones. Consider these factors as you design your ad format and plan placement.
Measure Campaign Results
A major advantage with, and requirement of, an effective performance campaign is the ability to continuously measure results. As you deliver ads, evaluate impressions, click-throughs and conversions. Figure out which ads and channels produce the best results. Enhance your investment in these messages and pull back on those that don’t create desired responses.
Measure Campaign Results
A major advantage with, and requirement of, an effective performance campaign is the ability to continuously measure results. As you deliver ads, evaluate impressions, clickthroughs and conversions. Figure out which ads and channels produce the best results. Enhance your investment in these messages and pull back on those that don’t create desired responses.
To succeed with your performance display campaign you need quality messages that resonate with your desired target delivered through the right channels at the right time. Focus on getting your ads viewed and evaluate results for fine-tuning as campaigns wear on.
To raise your chances of success, partner with an expert digital marketing firm that has experience in performance display campaigns. Contact our Director of New Business Development, Amanda Sparks to get started!