Guest Blog Post: GyroHSR with 5 Tips for Creating a Successful Display Campaign
Thursday, April 21, 2011By
Guest Blog Post: GyroHSR with 5 Tips for Creating a Successful Display Campaign
Frannie Danzinger, SVP of Media at GyroHSR, leads the agency's media discipline and has a wealth of media planning and buying experience and a best-of-breed reputation. Below she offers some great advice on what truly constitutes a successful display ad campaign.
We have a passion for Display! A lot has changed regarding how we conceive, execute and measure display campaigns in the last few years, and the results are dramatic. Display ads allow marketers to target far-reaching online audiences with precision, and give a boost to the rest of your mix. Here are few things to keep in mind as you approach display campaigns.
In a recent DMA Webinar that I co-hosted with Russ, “The Greatest Untapped B2B Marketing Channel Yet: Targeted Display Advertising,” I touched on some key steps to creating effective display ad campaigns:
1. Define business demographics of target audience– Never waste an impression: Know who your audience is from the beginning, from industry to company size to title and more.
2. Build clear ROI models and use benchmarked conversion rates (either historical benchmarks or Industry standards) – Make sure your marketing dollars are being used as effectively as possible.
3. Incorporate multivariate creative testing – Create multiple versions of creative and test, test, test: copy, images, unit size, etc. and watch the trends in results
4. Integrate display with other channels, especially Search Marketing - Display is proven to increase lift across multiple channels; display media presence is proven to increase Search activity
5. Continuously measure and optimize – Clicks don’t tell the whole story. Define clear KPI’s, from Landing Page activity to Engagement metrics. Look for trending. Use results to continuously optimize.
And remember, knowing your target audience before investing in any online marketing program is critical. It’s important to track back to be sure that the target audience you think you’re reaching is the one actually coming to your site and generating activity. Whatever your online marketing strategy may be, a well defined Display campaign can drive results across the marketing mix.
Comments for Guest Blog Post: GyroHSR with 5 Tips for Creating a Successful Display Campaign