Danny Andrawes January 10, 2019

Display ads enable brands to reach users all across email, news, video, and social websites on mobile, tablet and desktop devices. Display strategies re-engage existing site visitors, target prospective new customers and ultimately drive incremental conversions and revenue.

As you refine and review your display strategy, here are some top tips to keep in mind.



Consolidate your activity

Utilise a cross-channel and cross-device strategy

Each and every day your users traverse the internet. They may surf the Sydney Morning Herald on their mobile on their way to work, browse Facebook on their desktop at lunch, and flick through Instagram when they have a few moments to spare. Users are everywhere, and therefore cross-device and channel campaigns are smarter and more efficient.

Let’s consider a consumer who browses your products on their mobile in the evening, and returns to your site on their desktop the next day. Without the ability to map these two devices to one user, we would consider these two separate consumers who are casually interested in your products, and bids would be set accordingly.

Instead, AdRoll cross-device technology equips us with the knowledge that a single shopper is close to purchasing, and we will bid higher for that user to ensure that shopper ultimately converts.

Running a cross-channel and cross-device strategy provides a holistic view of the customer path to conversion, and allows you to combine and consolidate efforts to reach the broader business goals. AdRoll enables the orchestration of display, social ads, and email all through a single platform.


Understand Your Goals

Define different KPIs for each stage of the funnel

Before launching display campaigns, ensure that you have a clear idea of what you are looking to achieve. Is your goal to bring back loyal customers,convert current site visitors,or drive new audiences to your site? If you are looking to achieve a combination of these goals, ensure that you set different KPIs to each stage of the funnel in order to accurately measure success.

For example, you may want to consider a Cost Per New Visitor KPI to measure the success of your efforts to attract new quality visitors to site, whereas you might want to consider a Cost Per Acquisition goal to measure the success of converting existing site visitors.


Optimise creative

Test Ad Styles, Formats and Content

Display ads come in all different kinds of shapes, sizes and formats. Some ads will perform better than others for different stages of the funnel, different campaigns, and even for different individual users.

Consider running dynamic and static ads side by side to A/B test these different formats. You may find that dynamic works better for high intent users, and static ads for upper funnel. For social, consider running both link ads and carousel ads. For web, consider running the 6 most popular ad sizes (300×250, 728×90, 160×600, 970×250, 300×600, and 320×50) in order to maximise reach and access more inventory.

Beyond the ad size and format, A/B testing the ad content itself is vital. Consider the below best practices:

  • Colourful, eye-catching creative tends to perform best.
    Utilising visually compelling colours, products and faces ensures that your ad stands out in its environment.
  • Include a strong Call To Action.
    Using a strong call to action such as “Buy Now”, “Sign Up Today” or “Shop Now” tells your customer what the next step is, and tells them what to expect when they click on your ad.
  • Keep messaging clear, simple, and easy to understand at a glance.
    You have one second to get your message across and capture attention. Make sure a potential customer is able to understand who you are and what you do at a glance. Also consider that many users do not click on display ads, so include enough information to enable them to navigate to the site later in the day or week, even when they don’t have an ad in front of them.
  • Consider content relevant to different stages of the customer lifecycle.
    Remember that upper funnel users may not have heard of your brand before, whereas high intent users are likely very familiar with your offering, and loyalty customers have already purchased from your site before. As a result, the messaging that you present to users at various stages should be different.


If you would like to explore what AdRoll can do for your business visit us here or email [email protected] today.

About the Author

Danny Andrawes

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