Expedia Group Media Solutions has been a great partner for reigniting travel, providing useful insights and solutions to implement in the campaign, for example turning to Vrbo to target the vacation rental market &#; an audience that we identified as being key to our campaign strategy.
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Identifying your target audience will help you choose where to display your ads. Define who gets your display ads based on inputs, such as shopping signals and demography. For example, if you run a pizza restaurant, you should place your ads on food websites and pizza blogs, where pizza lovers go to find out what&#;s new. This targeted approach increases your visibility and the likelihood of converting.
The next thing to do to make display ads work is to define your campaign goals. Ask questions, such as:
Evaluate your business needs and goals with relevant teams and determine necessary key performance indicators (KPIs). Also, remember to make specific, measurable, achievable, relevant and time-bound (S.M.A.R.T.) goals.
Knowing your competitors&#; display ad strategies will help you understand the peculiarities of high-performing display ads. It will guide you in creating the most effective ads with appropriate designs and website placements.
Use advertising intelligence software like Semrush&#;s AdClarity to find top industry advertisers and your competitors&#; display ad expenditure, placement and more. Then, use the results from your analysis to refine your ad campaign for optimum performance.
It&#;s time to prepare your ad, engaging elements, such as images, GIFs and videos, and tailoring them for your audience. Note that a compelling design can boost your click-through rate (CTR) and help you make some sales while a poorly designed one can turn potential customers away. That&#;s why you should remember the following when creating a display ad:
Contact us to discuss your requirements of advertising display solutions. Our experienced sales team can help you identify the options that best suit your needs.
Combining your design with relevant copy and a CTA enhances your conversion rate. When crafting your ad copy, address the pain points of your target audience and tell them what they&#;ll gain by choosing you. Also, create a simple copy that aligns with your CTA.
Use action-oriented words, such as &#;See How We Can Help,&#; &#;Get a Free Quote&#; and &#;Request a Demo,&#; which usually are more effective than generic words like &#;Click Here.&#; Also, create a sense of urgency with your words to prompt quick decision-making. Examples of such words are &#;20 Slots Available&#; and &#;Offer Ends on Friday.&#;
Choose websites and platforms that match your target audience&#;s interests to ensure your ads appear before those likely to become your customers. Even better to target websites with high traffic so that your ads reach more people. Use ad networks such as the Google Display Network and Meta Audience Network to connect to multiple websites and have them do the bulk of the work for you.
For example, Google Display Network reaches more than 90% of internet users today, offering responsive and uploaded display ads. You&#;ll need to design uploaded display ads while responsive display ads are automated, only requiring you to provide essential elements, such as images, videos, headlines and your logo. Google combines the components to fit various internet users.
Regardless of your choice, you&#;ll need to configure your campaign settings, including your target locations and budget. We recommend reviewing your campaign and hitting &#;Publish campaign&#; only when everything looks good.
The next thing left to do is launch your campaign but don&#;t stop there. Analyze your metrics using tools, such as Google Ad Manager and Google Analytics, for best results. Check how well your overall campaign and the elements perform. If they need to perform better, switch up the design, copy or ad placement and examine what works better. If, for example, a display ad gets a high CTR but fewer conversions, it usually indicates that the landing page needs a fix. Tweak it and conduct A/B testing to see which ads get better results.
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