Display Ads are image-based, and shown on websites. So they can attract attention, and extend advertising reach into places that search engine ads cannot.
Blastoff Labs was engaged to design a set of campaigns for a growing software company, operating in the enterprise network management sector. We familiarized with the product line, competitors product lines and their market positioning, prevailing product trends and related industry standards. We performed a PPC competitive analysis as described elsewhere on this site. This led us to recommend and develop a set of 9 campaigns using search and display campaign types, incorporating both Display and Search (RLSA) remarketing. We also conducted a landing page analysis of the client site and made recommendations to improve the user experience (UX) and to enhance the CRO (conversion rate optimization) profile. We made recommendations for ad spend at $250/day, configured conversion tracking, and launched the campaigns, starting the coarse optimization process which took 4 weeks. Six months later, after extensive fine optimization and bringing the campaigns all onto automated bidding, the account is running at a 600% average return on ad spend; CPA's at $150 average, driving telephone, phone call, and white paper sign up leads to the client's nationwide enterprise sales force. Average CPC's have slowly declined since the campaigns launched, and quality scores (QS) have been steadily rising. Based upon the top-line sales growth which has resulted, this client is currently raising an additional round of private equity. We are managing the campaigns on an ongoing basis and creating plans for a video campaign initiative.