Display Ad Campaigns
Display ad campaigns reach well beyond appearing on search engine result pages. They are 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 compared to other campaign types. But designing successful display advertisements and a campaigns requires a different skillset. Search campaign design (direct marketing) does not necessarily prepare one for designing advertisements. There’s a big difference.
Blastoff Labs uses a structured creative process to design display ads. We find the most suitable images by drawing from the advertiser’s image base, stock art and photography libraries, and when appropriate by designing custom images. Ad extensions are customized down to the individual ad group level.
Steps in Our Display Ad Campaign Development Process
Display campaign development starts with competitive research. The sequence of all steps in our display campaign development process are illustrated below.
I’VE RECEIVED INVALUABLE KNOWLEDGE & A KILLER AD CAMPAIGN
Over the course of several months working with Blastoff Labs, I’ve received invaluable knowledge and a killer AdWords campaign that consistently brings in leads for my business. Steve works harder than anyone I know and the results reflect that. What truly sets him apart is that he cares about my campaign like it was his own. If you want a loyal, hard-working expert at your side, work with Blastoff Labs.”
Paper Box SEO, Pittsburg
Display Campaign Development: Our 14 Step Process
Competitive Analysis • CRO Feedback
Targeting • Campaign Structure
Creative Process • Display Ad Design
Audiences • Configure To Serve
Display campaign audiences are the primary means for targeting display campaigns.
There are scores strategies for selecting display campaign audiences to fit the market targeted. The general idea is to understand the demographics, persona, and behavior of the customer; then to find or create audiences that match those characteristics.
In addition to positive targeting, it may also be beneficial to exclude certain audiences. These “negative audiences” can be used to shape the targeting to improve campaign performance.
Types of targeting available include direct website placements by specifying URLs, so-called “in-market” audiences (behaviors indicating shorter-term buying interest), persistent interests known as “affinity” audiences, customer list audiences, and demographics audiences which might include age, gender, income level, homeownership, and parental status.
Setup Conversion Tracking
Configure Reporting • Setup Analytics
Display campaign reports are designed a bit differently because they drive the mid-funnel and high-funnel. So the focus is shifted more towards engagement metrics versus conversions. This includes metrics like the number of pages viewed, average time on page, total time on site, and bounce rate.
Our display campaign reports also include key performance indicators (KPI’s), or implement custom KPI’s most closely aligned to your business objectives. Our reporting system pulls data from Google Ads and Microsoft Advertising real-time API interfaces to access campaign data.
In a display campaign, there is an increased emphasis on attribution, since display campaigns often serve to pull in upper and mid-funnel traffic, which can be overlooked when focusing only on conversions. But we also report on conversion performance and financial ratio metrics.
Display Campaign Launch
Coarse Optimization • Automation • Manage
Blastoff Labs clients receive display campaign performance management reports on a regular basis, as an integral component of our account performance management activities.
For display campaigns we customize our reporting to summarize all search campaigns on one page; provide a rollup report which summarizes performance for all display campaigns, and we provide an individual reporting page for each campaign that goes into more detail.
Reporting is a crucial aspect of managing campaigns for PPC advertisers. Most clients receive reports on a monthly basis, showing performance in the reporting period compared to previous periods, and highlighting ongoing challenges/issues.