Display advertising is any form of digital ads on 3rd party websites informing users of a product or service. Display ads are a great way to get your product or service seen by a large group of people and increase sales. For the best results, you should work to optimise display advertising through the use of analytical tools to track your performance and make continuous adjustments to your advertising copy and audience.
Use analytical tracking tools to investigate how ads are performing
Optimisation of these advertisements through regular checking of performance tracking tools such as Google Analytics allows you to view a variety of metrics such as conversions, costs per click and the general performance of your display ad campaign. Analytical tools are vital in understanding how your ad performs and whether any changes need to be made.
Make changes to ads when they begin to drop in performance
Data collected from performance tracking tools will tell you when an ad has begun to drop in performance and needs an update. One of the key things to update when this happens is the ad copy, which includes the written text, calls to action and any photos or videos used within the ad. This is done by ensuring the media of your ad is high quality and easily readable and that the primary text of the ad is to the point and concise. A slick and readable ad can be the difference between someone ignoring your ad entirely and a new customer.
Make changes to your target audience over time
As you sell more of your product or service, you will gain a greater understanding of who buys your product and the demographics that they fit in, something that you may not have already incorporated into your target audience for your digital marketing campaigns. Consistent small adjustments to your target audience will allow you to refresh who sees the ad and filter out demographics who do not buy what you offer.
Optimising display advertising campaigns takes time and requires constant adjustments to remain competitive. If you are looking at this and wondering how you will find the time for all of this, you don’t have to. We are an Adelaide based digital marketing agency that can do the work for you, offering social media and Google Ads services where we do all the work and reporting for you.
Resources:
- https://support.google.com/google-ads/answer/6382966?hl=enhttps://mailchimp.com/en-au/marketing-glossary/display-ads/
- https://www.webfx.com/analytics/learn/why-are-analytics-important/https://www.searchenginejournal.com/why-run-responsive-display-ads/344261/
- https://www.forbes.com/sites/forbescommunicationscouncil/2019/11/25/13-foolproof-copywriting-tricks-to-drive-sales/?sh=1abda89b2adc
