5 Elements of a Successful Display Campaign

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  • July 23, 2015
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Moving on from display advertising basics and some of its benefits, there are a few essential elements that marketers should consider to improve their campaign results.

Online presence of businesses and brands is a necessity in order to stay competitive and relevant. This being said, mastering the art of crafting a successful display campaign is crucial. The lines below explain the basic elements of a well-developed display campaign.

#1 Target the right audience.
Targeting the right audience and delivering the message directly to them is the basic step for a successful display ad campaign. The appetite of some businesses focuses on the local market, while other businesses think wider and aim higher. Choosing a specific audience will have an impact on virtually every aspect of the campaign. Selecting more specific audiences leads to higher chances for conversion.

Expected Outcome: Dwelling on the selection of right audience guarantees better outcomes on the long run, because presenting ads to those who might be interested will eventually drive better end results.

#2 Explore Ad Formats.
With the variety of ad formats today, marketers can explore and combine those they find suitable to deliver their message. Today banners are more interactive and eye-catching, therefore their format or a combination of formats should be carefully considered because it should drive consumer engagement and create brand awareness on the long run. Marketers should focus on delivering a simple and effective message to their audience, preferably without any disrupting or confusing details for the consumer.

Expected Outcome: Creating a simple and clear message about the nature of a product or service, marketers increase the chances of engagement, clicks, and purchase. A wisely crafted straightforward message goes a long way and guarantees successful conversion.

#3 Call To Action.
Establishing a good relationship with customers is the foundation for a successful business outcome. Marketers must provide a clear call to action, i.e. tell their consumers what they could do – sign up for a newsletter, provide contact info, etc., and explain the reason why they should do it. Also, they might be more motivated to engage if they’re offered something free in exchange for their interaction.

Expected Outcome: Consumers respond well when guided in some way, especially when there are certain steps or action that should be taken.

#4 Optimize Your Landing Page.
Landing pages should be optimized to convert customers, and this is achieved by consistency with the ad. If the ad contains some benefit or advantage, the same should also be listed on the page. The consistency of the ad with the page builds trust and confidence among potential consumers.

Expected Outcome: Consistency is what a customer expects when taking some kind of action. It promotes trust and confidence about the brand and ultimately increases the chances for customer conversion.

#5 Tracking the progress.
Campaigns don’t stop at consumer interaction and engagement. Marketers need to know how their campaigns are performing and how effective their strategies are. In order to do this, marketers need to utilize various analytics and measurement systems that focus not only on the number of visits on the site and clicks on the ad, but also on the number of viewers who reacted in some way to the Call To Action (bought the product, signed up for a newsletter, etc.). Simply put, marketers need to track each step of the way, from the initial visit to the site to the end point.

Expected Outcome: Measurement systems and analytics provide the necessary insights on the effectiveness of the entire campaign. Using these insights, which may take the form of analysis or tracking reports and statistics, marketers can modify their strategies and improve their campaign. Aside from this, marketers must also spend time to understand what triggers consumer engagement in the first place and take that point as their focus in customizing their campaign techniques.

Final thoughts

The success of a display campaign depends on various factors, many of which can not always be determined way in advance. However, in crafting campaign strategies, marketers should consider the above essential elements that constitute the final image of a well-constructed display campaign. But more importantly, while following guidelines is a common business practice, it’s a good idea to think outside the box.

Mimoza Naumovska

Mimoza Naumovska

Social media manager and content creator at Bonadza. I run the social profiles of the company and craft content for Bonadza's blog. I'm exploring the programmatic landscape and I'm eager to expand my blogging horizons. I love books, beer and gigs.

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