Display ads, they’re 101 in digital marketing.
But, perhaps, because of how reliant we are on them; how successful a tool they’ve become for generating awareness, and their ubiquity, we’ve stopped thinking about how best to use them, let alone optimising to guarantee bang for buck.
While many internet users will complain about ‘damn pop-ups’, digital display advertising is a far more sophisticated asset than the digital mosquitos many consumers think them to be and can do a lot more than many marketers probably realise when executed correctly within an integrated marketing campaign.
And as the purse strings tighten, due to continued uncertainty, now is the perfect time to boost returns and render more ROI out of a rudimentary asset you’ve probably long taken for granted.
Ok, makes sense, but what do I need to do differently? Afterall display ads are pretty simple, so surely I’m already draining them for all they’re worth?
Firstly, let’s change the thinking. Display ads aren’t simply stop signs, to grab attention, they’re vehicles that can pick up buyers at every stage of the journey - if targeted properly - and transport them from one end of the funnel to the other. All aboard, next stop: conversion town.
But let’s hit the brakes here for a minute for a quick reality check. Click-through rates on display ads can be low at the best of times - conversion, unlikely - and right now we’re not in a positive market.
But given we know display ads can work, let’s ensure they do, by working smarter. By being more precise.
How do we make display ads more precise? Segmentation - match the slice of pie with the appetite
Display ads are great for awareness, but the best returns are in the variables. You need to serve the right ads, to the right people, at the right time.
And not too many. And, not too few.
The ads need to be aligned to the right persona - account or buying group - and progressively speak to where they are in their journey to help shuffle them along to the next stage, rather than stall them with information they are already aware of, or isn’t reflective of their current needs.
Awareness ads for the newbies. Consideration assets for those weighing solutions and conversion prompts for those in market.
Display ads are not one size fits all. They’re a customisable asset that should be personalised to maximise performance; nuanced to nudge customers along the funnel.
You’ve got the intent data, don’t be shy about asking creative to sort some new images and copy that will really chime with the customer.
If it all sounds like a lot of work, there’s an easy solution to manage not only the process but also the correct cadence of delivery to ensure you’re not over or under-targeting accounts.
Demand more from display ad campaigns and accelerate your returns
Pipeline360 allows marketers to run digital display campaigns with progressive ad nurtures; activate target account lists and deliver content to relevant personas across it's network of digital publishers. It’s a one-stop-shop providing a seamless framework and delivery system.
It’s smart. It knows just how many lines to put out to lure customers in. Impression thresholds provide reassurance that display ads are being seen, preventing over and under saturation. It takes away the guesswork. Eliminates the gamble.
Utilise Precision Demand Marketing for your digital ad display
Marketers can also set up their display campaigns to do more than just raise awareness. By using cross-channel activation and combining display with content syndication, marketers can ensure they’re not only nurturing the right accounts and personas, but with the right content at the right stage of their journey. This way potential buyers are getting a consistent digital ad experience, that isn’t annoying or irrelevant, but across the channels they’re researching on.
Right, let’s summarise.
- Display advertising offers the best returns when it correctly targets accounts and personas at the right stage in their buying journey, serving them content that speaks directly to what they need right now.
- Ads should be targeted. Personal. Progressive. Get creative and don’t take your potential customers for granted, thinking any old ad will get them into the funnel and sales will take care of the rest.
- They are not one-size-fits all. A lack of precision leads to low click-through and conversion rates.
- Without impression thresholds, cadence is a gamble. Marketers need to know when their ads have been seen, and when they need to re-target.
Display ads will always be a key asset in any marketers’ arsenal, so if you get them right, they’re a game-changer. It’s simple stuff, but the best solutions always are.
