Today’s users are overwhelmed with information. How do you capture an active multi-tasker’s attention? Display advertisements are often regarded by users as bothersome things that interrupt their internet or app browsing experience. We’re here to tell you that it truly doesn’t have to be this way and offer a few pointers to make your next Google Display Network campaign much more successful.
1. Creative Direction
Success in the Google Display Network comes at a cost. Time, effort, strategic planning, and money. Surprisingly enough, creative direction is one of the most overlooked elements in a display campaign. When users are browsing the internet, they most likely know what they’re searching for. They’re checking the news, the weather, buying tickets to a show, looking at those all too costly pair of Air Jordans, and so forth. You have, quite literally, milliseconds to capture one’s attention. Make it count! Make it a point to sit down with your team to discuss and discover what’s really going to drive an active, multi-tasking user’s interest in your ad.
2. Set Goals
Have you ever clicked on an ad and the landing page was too confusing, then left? Don’t let this be an issue with your campaign. Think about what it is that you want someone to do after clicking through to your landing page. Purchase your product? Sign- up and register their information? It’s crucial that you set goals and understand your customer cost per acquisition. This will allow you to better outline a realistic budget for the campaign. Make sure that whatever it is you what people to do, that it’s easy to find and very straight forward. Once you get them there, it’s easy to lose them.
3. Monitor and Adjust
It’s important to monitor campaign performance on a regular basis, day-to-day is often necessary to make sure your campaign is on the right track. You need to know what is working and what is not, and adjust the campaign to be better successful. If your ads are experiencing a low click-through-rate, you will need to learn why this is happening. Maybe users are clicking through to your landing page, but leaving upon arrival. This could be because the page where they arrived is not what they expected to find. You will really need the to think outside the box and envision yourself in the user’s place. It pays to keep it simple and minimize the steps it takes to get someone to convert on your page!
Looking to optimize and get the most out of your display ads? We’d be happy to help! Contact us and find out what we can do for your business.
