3 Crucial Steps for Digital Display Advertising Success

by | Dec 7, 2015 | Digital Strategy

Digital display advertising goes by a lot of names: Programmatic, Real-Time Bidding (RTB), dynamic advertising, display advertising, and many more. Chances are at some point in time, you’ve been confused by them all and begrudgingly spent money on something you didn’t quite comprehend. Trust me, you’re not alone. Collecting data is easy – finding smart ways to use it and drive conversions (or sales) can often time be seemingly difficult. That’s why we put together these 3 crucial steps to bleed every last ROI dollar from your digital display advertising campaigns.

1. Start Slow and Build

start slow and build, digital display advertising

When you first discover a platform that you think will do wonders for your brand, it’s exciting. It feels as if the sky is the limit. The truth is, the sky is the limit, but your budget may be grounding you. It’s super easy to fall into a trap that says you have to build complex campaigns from the beginning in order to drive success and the fact is… you don’t. Similar to a high school science class experiment, it’s incredibly important to take small steps initially and grow your campaign based on results. We’ve found that brands that follow this approach have much healthier and more sustained results – something that is tricky in the world of digital display ads. This may mean that you begin by only focusing on one channel, level of targeting or CPM/CPA goals or keeping creative simple. Your campaigns will show you what’s working, but you should have a basic understanding before diving in the deep end.

2. Relevancy is King 


From my experience the best performing digital display ads are incredibly straight forward and easy to follow. The creative has to be clean and simple with a straight forward call to action. The best way to look at this concept would be to put yourself in your target customers’ shoes. If you were them, would you click on your banner ad? Leave ego at the door and think – if your honest answer is no, then you may need to go back to the drawing board. If you want someone to click your banner to buy a concert ticket or product, consider adding a “Buy Now” button on your banner. Simplicity and relevancy are in the details of your creative.

3. Test, Test and Test Some More

experiments and tests

Experiments are fun, right? Have some fun with your campaigns. Just remember, for every variable you change, keep everything else the same. This way you can tell which strategies are delivering the best bang for your buck. Think your audience is suffering from some serious creative fatigue? Change your banners. Think your ad is not reaching your desired audience at the right time? Alter your strategy to include ad scheduling. There’s a lot of different ways you can test your campaigns for optimal performance, just remember a ton of factors come into play, including: holidays, products/services may perform differently and etc. At the end of the day, you’re going to get better results because you are taking the time to test, measure and apply change.

What have we learned?

In short, we have learned that it’s important to not dive in the deep-end with digital display ads before you’ve had a chance to really know what works best for you. By starting slow, focusing on relevancy and experimenting with controlled variables, you will see healthy and consistent sales and conversions week-over-week.

Ready to drive more sales using digital display advertising? 

Marshall Fenn is here to help. We’ve mastered digital display and clients are loving it. They’re seeing website traffic and sales explode with well-structured and optimized digital display ads. The best part? We provide analytics that are easy to understand and even easier to make decisions from. Tell us what goal you wish to achieve with your digital budget and we’ll help make it a reality. No confusing platform names, no gimmicks – just measurable results.