What You Need To Know About Display

People don’t want to see the same ads all the time, so testing different creative formats can determine what people like and it can help to increase your conversions and click-through-rates. As well, when you change your ad creatives, you are showing your audience that your brand is current, and evolving and in the ever-changing world we live in, this is crucial. 

When switching up your creative, think about your brand and how you want your audience to perceive you. This will determine the images you use, the color of your ads background, and 

any designs you want to include in your ads. If you are a retail brand, your main focus will be to make your products visible so choose a layout that will nicely showcase your products, and don’t forget to include your brand colors!

When you optimize your campaign you are testing different components of your ads and ad delivery to see what provides the best results. For the best results and visibility, you want to run your display campaigns for a minimum of 3 months so that you can analyze your performance data each month, and optimize areas within your campaign.

For example, you may have a certain creative that worked really well in the first month, but then you realized your impression count started to drop in the second month. To optimize your campaign, you could swap out your creative with a new one and let it run for a few weeks and then evaluate your results.
In Adacado, we offer a gallery of themes for users to choose from and easily swap their creatives at any point in time. So, if they want to A/B test they can schedule two different themes to see which one performs better.

Before setting up your display campaigns, it is important to recognize what your business would like to achieve. You want to make sure that your campaign goal reflects your overall business goals. So, if your business goal is to increase sales by 10% in one month, then your campaign goal could be to increase traffic to your website.

Ultimately, your campaign goal will determine your imagery in your ads, the audience that you target, and even your choice of CTA. For example, if you want to increase traffic to your site in order to increase sales, you will need to consider your audience, and what type of user would be interested in your offering. Your targeting will most likely be very niche, as you will be looking to show your ads to a certain type of audience.

After a user has clicked on your ad, you want to make sure that your landing page provides the user with a good experience, and each experience will be different for every user. This is where knowing your audience becomes very important, as a user that knows your product/service better will most likely require a much simpler landing page.

For example, if you are a software company and you are looking to target your ads to a broader audience, you may want to test two different types of landing pages. The first landing page could be a more detailed page that talks about features, what the software does, and the value it provides. Then, your second landing page could be much simpler, with a catchy headline explaining your service, and a CTA that will attract the user.

An example of a display ad that caught my attention:

The ad is simple – it clearly outlines what the software does, and that being purely a communication tool where people can stay connected. The ad also offers a CTA that encourages users to try their platform, commitment-free!

What’s even better is that the landing page uses similar, if not the same language as was displayed in the ad. This type of consistency from ad to landing page is very important, as the user can expect exactly what they see in the ad. 

As well, the landing page gives the user an idea about the capabilities of Slack such as staying productive and aligned with team members, and the ability to connect with anyone connected to your Slack.