display ad designWhen we develop display campaign ads, it requires an extra level of effort, creativity, and attention to detail as compared to developing text ads.

Because display ads are advertisements versus direct marketing, the performance of display campaigns is even more dependent upon the ads themselves than text-based search campaigns.  So we’ve tested different creative approaches to invent, improve, test, and optimize display ads.

Our display ad design process is based upon the classic creative process, mapped into digital advertising.

This would seem obvious, but it is surprising how many campaigns with see with “mediocre” ad copy, limiting performance. But there are good reasons for this: sometimes advertisers “get lucky”, but more frequently great ads are usually difficult to create, measure, and assess.

However, there is good news: even though the quality of ad copy appears to be subjective — in the digital world — everything can be quantified, measured, and optimized. So arriving at great ad copy need not be a mystery.

We have developed workflows not only for search campaigns, but for all the other four types of digital ad campaigns: display, video, shopping, and remarketing.

More: Pending on our blog