Display ad campaigns reach well beyond appearing on search engine result pages. They can be served onto any of millions of participating ‘display network’ websites.
Display ads are a genuine advertising medium, as compared to search engine advertising which is direct marketing. Display presents more challenges!
Display Campaigns Can Be A Bargain
Display ad clicks remain relatively inexpensive, as compared to other campaign types. For some advertisers, campaigns that do not make sense economically with search campaigns, for example, can be operated profitably on display.
The images and copy in a well-designed display ad will command attention, turning “cold” traffic without perhaps search intent, into perhaps mildly interested, “cool” traffic that arrives on your landing page.
But there’s a catch: designing successful advertisements is a different skill set. Search campaign design (direct response marketing) does not necessarily prepare one for designing advertisements. There’s a big difference between appealing to cold traffic, vs warm traffic.
Creative Display Ad Development
Blastoff Labs uses a structured creative process to design the image-based display ads which are at the heart of a display campaign.
We find the most suitable images by drawing from multiple sources: the advertiser’s image base, large stock art and photo libraries, and when appropriate by designing custom images.
The engagement power of display ads is enhanced by utilizing ad extensions sculpted down to the individual ad group level. Ad extensions pull more display campaign traffic onto landing page traffic.
Steps in Our Display Ad Campaign Development Process
Display campaign development starts with our competitive research process, and conversations with clients regarding their intended messaging.
The sequence of steps of our display campaign development process is illustrated below.