If your organization intends to activate Display Advertising, it is important to understand some key metrics that you will encounter throughout your engagement process such as Reach, Clickthrough rates, Bounce rates, Conversion rates and of course return on Investment in order to have a better picture of the performance of your Online Display Marketing activities.
But before you start swapping all of the models in your image ads for scantily clad replacements, remember that most online advertising platforms have strict policies prohibiting erotic images in ads. To make it through the approval process, marketers must be stealthy and use images or messages that simply imply sex. I love this example, from Volkswagen. The image and copy is completely PG, but the innuendo is clear.
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Display Network ads are displayed on other websites across the internet that are trying to make money from Google AdSense. Any website can add AdSense ads to their website and then advertisers can use the Display Network to target those webpages. According to Google, almost 3 million websites use AdSense, which gives you an idea of the enormous size and reach of the Display Network.
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In reality, over-layering can cause a lot of problems. Mark explains that this is one the biggest issues he finds in client accounts: “When someone creates a new campaign and they go after so many different types of targeting at once, layering upon layering, they typically do not understand how this targeting works when layers are added on top of each other. If you want to do all of these options, test them out in different campaigns.” Over-layering can significantly reduce reach, negatively impact results, and lead to trouble tracking which methods are working or not.
If you have the design resources to create your own display ads from scratch, then by all means—take the uploaded route. JPG, PNG, and GIF files are all supported. Keep in mind, however, that every web page is different. Even if you qualify for a particular placement, your ad won’t be shown if it doesn’t meet the size specifications for the page. This is what we mean when we say uploaded display ads place the onus of optimization on you—you have to create differently sized versions of each ad.
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At the dawn of the digital advertising evolution, when first display ads only started to appear on the Internet, it was no sweat to grab user attention with catching creative. Nowadays, when the average consumer sees over 5000 ads daily, this task turned into almost an impossible mission. Today advertisers should carefully test and consider every detail of their display advertising creative, as each of them can play a defining role in getting a decent ROI on display ads.
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While some Snapchat advertising is self-serve, others require the participation of a Snapchat representative. Some advertisers may find that the reach that they want is cost-prohibitive. Work on filtering to eliminate those unlikely to buy while getting your ads in front of those prospects most likely to convert. If the Snapchat audience is the right one for you, you could find that this is the best online advertising outlet for you.
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