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THE ART & SCIENCE OF CREATING GREAT ADS

Strategy – Objectives

Driving Sales –  Product/category focus –  Promotions

Brand Awareness

–  Brand –  New product/collection –  New season

Strategy – Building It Out

Is your client looking to ad site traffic? Produce massive revenue gains? Attract a certain type of consumer? Are you on a very minimum budget? These are all important questions, when discussing a display campaign with your client. Below are a few key points that we try to focus:

–  Prospecting/Retargeting –  Target Audience –  KPI’s –  Pricing Model

Strategy – Prospecting/Retargeting

It’s extremely important when strategizing a display campaign to recognize whether or not you want to utilize prospecting, retargeting, or both to attract customers. •  Prospecting- Your client may already have a database of consumers

from various channels like emails. Prospecting allows you to reach new users and place ads to attract new prospects in hopes of a conversion.

•  Retargeting- Once a cookie is placed on your site, it can track every visitor that visits a page/product. Retargeting allows you to remarket ads to people who have come to your site and “bounced” without converting.

Strategy – Target Audience

In the early beginnings of strategizing, it’s important to establish a segment, audience, or geographical area that you want to target your ads to.

Strategy – KPIs

As discussed before, the general 2 important objectives: –  Brand Awareness –  Driving Sales

Some important areas to discuss in the initial phase of the strategy building with your client so you know exactly how and what the campaign will intend to look like.

Great ad placements put you in front of the audience you’re targeting and create awareness subconsciously. Your KPI is going to be the exposure and engagement users have with ads.

Strategy – Pricing Model

CPM- Cost per 1,000 Impressions –  Typically used for building brand awareness.

CPC- Cost Per Click

–  Recommended when trying to drive traffic to a specific page or site.

CPA- Cost Per Action (Acquisition)

–  Model used when running a lead generation campaign, whereas a good lead can offset the cost of many conversions.

Strategy – Platforms

Banner ads can be successful in multiple platforms: –  Display advertising –  Retargeting –  Affiliate marketing –  PPC

Ad formats, sizes, as well as campaign goal and strategy will all determine which ads are the most appropriate.

Strategy – Assets

When running display, there are different types of ad formats to utilize: static, flash, rich media, and dynamic banners all serve a different purpose for a campaign. Depending on budgets and goals, there are certain formats that will work best with campaigns. The most common type of ad would be static banners. Depending on your creative capabilities and budgets, you might be limited to things you can do, but still be just as effective.

Strategy – Assets

When trying to engage more with customers, typically used by entertainment clients, interactive/rich media banners show definite brand awareness and drive attention. These can be pricey, but will get your point across to whatever type of audience you are trying to reach. The more attention you draw to your ad, whether its color, video, CTA’s, etc., the more engagement your users will be drawn to.

Measuring the intangibles vs. tangibles of great ads

Top 3 ways how an ad is great from a technological, data standpoint:

–  Loads fast –  Segmented to the right audience –  It’s in line with the campaign strategy

Top 3 ways how an ad is great from a design standpoint: –  Images –  Copy –  CTA (call to action)