January 27, 2020
Display Advertising: Best Practices & Advice To Be Effective

Display Advertising: Best Practices & Advice To Be Effective


Right place, right time. That’s the goal in life, right? That kinda thinking should
apply to your adverts too, appearing in front of the right people
when they’re looking to convert or when they need to
discover you even exist! And guess what will help
you achieve that? The clue’s in the title of the vid… Display ads So lets up your game and
hit those objectives. Get ready to display
your knowledge, because Wednesdays are
about to get GIANT. Hello, my name is Max and
welcome to Giant Wednesday, the only place to be to discover the
wonderful world of digital marketing. Don’t forget to subscribe
and post your comments below. Display advertising is a super powerful
way of getting your voice heard online. It lets you create a whole
host of different ads, and place them on websites
relevant to what you’re offering In fact, there are over three million
websites, over 650,000 apps, and placements on Google properties such
as Gmail and YouTube for your adverts to appear on. The display network has some mad coverage, with over 95% of global internet users reachable from what could
be just one campaign SO much potential! And of course, if it’s done right, you may just see a massive increase
in relevant traffic to your website. But how do you nail display advertising? How do you get the
most out of it? Here’s five pieces of advice,
from me to you Number 1: Make it eye-catching I want you to think about all the
adverts you see online EVERY SINGLE DAY Yep. There’s a lot. and how many can
you actually remember? How many made you stop mid-scroll
and take action? If you want your display
ads to stand out you have to make it
eye-catching. Design them to have a clear focal
point and think about how they’ll look in various
areas of a page. Make them so awesome that even someone mid-mindless
scroll would stop and look. A lot of the common ad
sizes are pretty small, so too much information in one little
space can quickly become confusing. You want to keep the messages,
imagery and call-to-actions simple and focused on
the core goal. White space is your friend here. Number 2: Use high-quality images A photo is worth a 1000 words,
blah blah blah. But hey, it is so true and applies
to display ads as well Images help users understand your
business, products and brand. If your brand is strong enough, they’ll be able to spot you a mile off. Good imagery is a critical factor in
ads that perform well. So, for the best results, you’ll want to
avoid imagery that is blurry skewed upside-down unclear has a border is colour inverted or excessively filtered. just don’t do it. So Flip that and your imagery
should be in focus easy to see not warped have no borders, and not include any
kind of face tuning. No Clarendon It’s not the gram Number 3: Make the
most of smart bidding Smart bidding uses machine learning
to optimise for your goals. To do this, Google looks at
historical search behaviour, contextual data & millions of signals to predict how likely it is
that an action will occur. and using this information, it will then increase your bids
when that action seems more likely. Doesn’t that sound fantastic? We’ll explain smart bidding
in another episode, so make sure you subscribe to be
notified when that’s released! Number 4: Manage your placements Managing your placements is a
great shout if you want to be more targeted with where
your ads appear. Within the display network,
you can add sites as managed placements if you know that’s where a lot of
your customers spend their time Such as a certain news outlet. You can also look at what sites and
apps your ads are appearing on currently, and vet them for relevance. You can also do this to check the sites
are true to the culture of your business and what you represent
as a company. After all, brand is super important! Just as you can set target placements, you can also exclude placements
where you don’t want your ads to show, so it’s worth looking at where
you’re currently appearing. And now, Number 5:
Review DAT performance If you want to know if something is working, then you have to check
the performance. As a wise man once said, “If you don’t measure it,
you can’t manage it.” and Google recommends
that you swap in new assets and pause low performing
assets every two weeks. Ensuring you don’t waste time and
effort on ads that aren’t achieving your goals.

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