Impressions Can Matter.

 

Display advertising–consisting of the banners and ads that show all over the internet–is a very divisive topic. When managed poorly, display advertising can be a money pit with very low ROI. When executed correctly, however, you can create significant and scalable reach, reach potential customers with precision, and demonstrate a measurable ROI for your business.

 

Properly constructed and executed campaigns can increase click-through rates for other channels, drive higher conversion rates, and reduce overall marketing cost per acquisition (MCPA). We often hear from clients who have been burned by bad display advertising. The didn’t spend enough time researching ad types, networks, and possibilities. They didn’t split test ads, offers and landing pages. They didn’t set clear goals or expectations for the campaigns, and yet were disappointed in the results.

 

We combine several different tactics of advertising into display advertising. Many of our clients utilize social advertising to drive awareness, increase brand, and create conversions on various social networks like Facebook, Twitter, Instagram, Pinterest, LinkedIn and Snapchat. Many also utilize retargeting or remarketing, which uses cookie technology to bring previous website visitors back to your site after they’ve left without converting. Others use native advertising to distribute content across the web in a format that resembles news but is optimized for clicks. And, some clients utilize other display networks and techniques that work better at higher scale.

 

If you’re interested in learning how a display advertising or social advertising campaign can work for you, let’s get started.

Display Advertising Strategy

Every display advertising campaign begins with a comprehensive strategy based on your business goals uncovered in our ThinkFirst process. Display advertising isn’t for every client–the use depends on the goals and the needs. But if we determine that display advertising is worth a test, we build a strategy to find the best display networks and publishers that will help you reach the idea target audience.

 

In addition, developing a paid social strategy provides the opportunity to create campaigns focused on engaged audiences, utilizing robust behavioral, demographic and cross-device targeting.

 

display advertising strategy

Designing for Display

Any display advertising campaign or tactic depends partially on the creative used to deliver the best results. We design every component of your campaigns, from the actual ads to the copy to the offers to the landing pages. Our design process is rooted in our testing strategy. Display advertising, social advertising, and content syndication are only recommended if they can produce results or life. We design our campaigns to be flexible and testable, so we can learn quickly and adapt.

display advertising design

Display That Works For You

Social Advertising

Are your potential customers active on social networks? Reach them with hyper-targeted social ads.

Retargeting

Most visitors leave your site without converting. Use retargeting to bring them back with an offer.

Native Advertising

Distribute your content across the web to build awareness and drive net-new traffic to your website.

Build and Target Your Audience

Targeting is what drives display advertising. Unlike paid search, which utilizes a cost-per-click (CPC) model, display often uses a CPM model based on the cost-per-thousand-impressions. Advances in social media and display technology allow us to target based on interests, behaviors, demographics, and activity. We can also build audiences based on the actual behavior on your website, such as showing retargeting advertising to prospects who visited your pricing page but didn’t convert to leads.

 

 

display advertising audience building

Launch. Optimize. Scale.

After we have developed the correct data-driven strategy and designed the right campaign tests, we begin the execution process. The beginning of any display or social advertising campaign involves constant adjustment–far too many people give up immediately without letting the brand impressions grow. We monitor the performance of each campaign and adjust as necessary. This can mean changing ad copy, landing page, images, calls-to-action and much more. We will continue to refine audiences and targeting to find the right mix of display advertising for your particular use case.

display advertising campaign management