Is My Agency Succeeding with my Display Advertising?

When working with an agency you trust them to make sure the visual imagery, whether video or print, engages your customers.

One of the most recognizable forms of digital advertising is display advertising. When you see different ads while you are browsing the internet or on social media, it is most likely a display ad. These are often tailored to specific interests from your browsing history, such as Google search ads. Whether you are trying to increase brand awareness, sell more products or services, or just trying to get people to your landing page, display ads will help you reach these goals.

Articles featuring rich imagery that are interesting and draw in the audience you’re trying to reach can resonate with enhanced ad copy. For instance, posting a brief video about unique swag you created for a client and explaining how it helped the customer can garner positive attention.

It is important to think about your total ad spend, and what actions you would like internet users to take in response to your ad campaign. Display ads best practices require unique strategies for Google ads, Google display ads and video ads.

Display Advertising Tips

Your should target your ads to your potential customers wants and needs. A woman finds the new dress line exciting to her, or a man sees the new shirts and ties available and decides, “I need that”!! These are examples of “wants” in advertising. Digital advertising has near limitless bounds.

Another example of visual imagery is the use of positive or negative visual images which are designed to resonate with the viewer or reader. For example, display campaigns featuring happy senior citizens who are active and having fun in a beautiful visual setting. What is the agency trying to sell?

A public service example, such as heart screening, driving properly and not under the influence, or requiring auto insurance, may include a call to action without directly selling a product. This an example of a “need” in advertising, causing viewers to decide to ask a doctor about the drug, or speak to her or him about a condition you’ve not discussed.

The third type of advertising plays on the viewers’ emotion. For example, we all have seen poor dogs shivering or the bravest of our country in need. You’re not buying anything except peace of mind and spending money with the advertisers with organizations you feel make a difference in our society.

Managed Placements

Managed placements offer you control over certain types of search campaigns. With “automatic placements,” you can exclude placements for specified websites on the Google Display Network. This can be helpful since some ad formats do not always display correctly. With managed placements, you can specify that your ads will display only on designated websites. You can also use ad groups to organize your ads in conjunction with Google Analytics.

So back to the question at hand: is your agency succeeding with the money your spending with them?

Any agency will need to rely on you to craft a sound strategy for your brand. You must establish carefully defined roles of advertising in the marketing plan and precise communication objectives. What exactly do you want the advertising to convey and accomplish?

Agencies are too often asked to create advertising in an informational vacuum. Once strategy and positioning alternatives are identified and tested, the strategy should be locked down and rarely changed thereafter.

As new creative executions are developed for the strategy, each one should be pre-tested among members of the target audience. The greater the number of executions tested, the more likely it is that great advertising will emerge. Testing the ad creative team provides a reliable feedback loop that helps both agencies and clients become smarter over time.

Once a conceptual family of commercials is identified as the optimal campaign of the future, then the campaign should be locked down. Long-term continuity of an advertising message is essential to maximizing effectiveness, if the visual imagery is still relevant a month or year later. In the example above, to most people, cold, shivering dogs is a turn-off. Especially after years of the same exact advertisement.

Taking a step back and taking a fresh look is always a good idea with test groups and peers. What was a great advertisement last month or year may have seemed like a good idea at the time, but times change.

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