the art and science of great ads
TRANSCRIPT
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THE ART & SCIENCE OF CREATING GREAT ADS
Strategy – Objectives
Driving Sales – Product/category focus – Promotions
Brand Awareness
– Brand – New product/collection – New season
Strategy – Building It Out
Is your client looking to ad site traffic? Produce massive revenue gains? Attract a certain type of consumer? Are you on a very minimum budget? These are all important questions, when discussing a display campaign with your client. Below are a few key points that we try to focus:
– Prospecting/Retargeting – Target Audience – KPI’s – Pricing Model
Strategy – Prospecting/Retargeting
It’s extremely important when strategizing a display campaign to recognize whether or not you want to utilize prospecting, retargeting, or both to attract customers. • Prospecting- Your client may already have a database of consumers
from various channels like emails. Prospecting allows you to reach new users and place ads to attract new prospects in hopes of a conversion.
• Retargeting- Once a cookie is placed on your site, it can track every visitor that visits a page/product. Retargeting allows you to remarket ads to people who have come to your site and “bounced” without converting.
Strategy – Target Audience
In the early beginnings of strategizing, it’s important to establish a segment, audience, or geographical area that you want to target your ads to.
Strategy – KPIs
As discussed before, the general 2 important objectives: – Brand Awareness – Driving Sales
Some important areas to discuss in the initial phase of the strategy building with your client so you know exactly how and what the campaign will intend to look like.
Great ad placements put you in front of the audience you’re targeting and create awareness subconsciously. Your KPI is going to be the exposure and engagement users have with ads.
Strategy – Pricing Model
CPM- Cost per 1,000 Impressions – Typically used for building brand awareness.
CPC- Cost Per Click
– Recommended when trying to drive traffic to a specific page or site.
CPA- Cost Per Action (Acquisition)
– Model used when running a lead generation campaign, whereas a good lead can offset the cost of many conversions.
Strategy – Platforms
Banner ads can be successful in multiple platforms: – Display advertising – Retargeting – Affiliate marketing – PPC
Ad formats, sizes, as well as campaign goal and strategy will all determine which ads are the most appropriate.
Strategy – Assets
When running display, there are different types of ad formats to utilize: static, flash, rich media, and dynamic banners all serve a different purpose for a campaign. Depending on budgets and goals, there are certain formats that will work best with campaigns. The most common type of ad would be static banners. Depending on your creative capabilities and budgets, you might be limited to things you can do, but still be just as effective.
Strategy – Assets
When trying to engage more with customers, typically used by entertainment clients, interactive/rich media banners show definite brand awareness and drive attention. These can be pricey, but will get your point across to whatever type of audience you are trying to reach. The more attention you draw to your ad, whether its color, video, CTA’s, etc., the more engagement your users will be drawn to.
Measuring the intangibles vs. tangibles of great ads
Top 3 ways how an ad is great from a technological, data standpoint:
– Loads fast – Segmented to the right audience – It’s in line with the campaign strategy
Top 3 ways how an ad is great from a design standpoint: – Images – Copy – CTA (call to action)