When display ads are done right, they can greatly help your sales funnel and target customers who may need a push to convert or buy. There are many approaches to display advertising, but at SMX East, we learned different tools and technology you can use to make the most of your display campaigns.
Before learning tools and technology to make your paid display ads better, the speakers made sure to understand why some display ads struggle and common issues online users have with them:
They get in the way of the content on the website
They are embarrassing (people can see what they’re interested)
They slow down website load time
It’s important to understand what issues people have with them to overcome those and make your display ads even better to stand out from other companies.
Know Your Audience
There are free audience insights tools that you can use in the short term to get to know your current audience better, including:
Facebook Insights and Audience Manager
Twitter Audience Insights
For more advanced development of your target audience, the panel recommended a more advanced CRM system (such as those you can develop with Salesforce or Hubspot) or a premium analytics program (like Adobe analytics).
Knowing your audience (from data, not gut instinct) can ensure that your ads are properly targeting and well as the creative and message put together in the best way to speak to them.
Expand Your Audience
Once you have what you believe to be your best target audience for display advertisements, you can expand your audience with similar/lookalike audiences (from Google AdWords and Facebook for a few examples) as well as pulling from third party data providers and data management platforms to put together large amounts of data and insight to drive your campaigns in a broader, but still targeted sense.
You can and should use all these tools and data to negate your audiences as well so you don’t waste money in poor targeting.
Hypothesize, Test, Execute
The great thing about Google display ads is the data it gives you on how the campaigns are performing. But you can also use other tools to A/B split test your ads. As we say at Blue Corona, you want to TRACK > TEST > TWEAK > REPEAT. It was mentioned in the session that you should be careful not to over-test and to allow the campaigns to collect sufficient data before you make any decisions on successfulness.
Align Your Media
Display ads are likely only one part of your digital media strategy, so it’s important to align your efforts and initiatives. While this isn’t technology-based per say, have internal meetings and talk to the different channel owners to ensure that you’re promoting the same brand messaging and sharing any insights that could impact multiple campaigns. In the long term, it’s important to develop an attribution model to align your media efforts and truly get a full picture of what is responsible for your lead gen or sales growth.
About the Speakers
Susan Waldes, President at Five Mill
Grace Kaye, Head of Programmatic at Brainlabs Digital
Alex Sutton, Director of Digital Acquisition at Avis Budget Group
Follow Us at SMX East 2016
Curious as to what our team is up to in the Big Apple for SMX East 2016? Follow them on Twitter @bluecorona or on our blog. Be sure to check out more SMX Live Blog posts from our team and the official conference Twitter (@SMX) and hashtag (#SMX).
About The Author: Hannah is the SEO Team Lead at Blue Corona. If she's not busy daydreaming about the training session for her team, you can find her improving client conversion rates and planning her next trip.
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