Your Banner Ads Can
Always Perform
Better…
But How?
6 / 1 1 / 1 4
6/10/2014Document Title 2
Click
Here!
TESTING BANNERS ADS &
CREATIVE
3
4
ESTABLISH A PROCESS
5
STRUCTURING BANNERS
By ad group
By campaign
By placement
6
AD GROUP BREAKOUT
Theme A
728x90
160x600
300x250
336x280
240x400
320x50
300x50
Different creative concepts
Flexible ad g...
7
BREAK OUT AD SIZES BY CAMPAIGN
Campaign A: 300x250
Campaign B: 160x600
Campaign C: 728x90
Budget by top ads
Test unique ...
8
PLACEMENT TESTING
 Follow similar
methodology
 Group banners by
placement list
 Useful for niche
campaigns
 Set freq...
CONVEY A UNIFIED MESSAGE
ACROSS SEARCH ADS AND
DISPLAY
9
10
TEST: SIMILAR MESSAGING, DIFFERENT STYLES
FixedBanner A
Banner A
Banner
A
Variables
11
TEST: SIMILAR STYLE, DIFFERENT MESSAGING
Banner A
Banner B
Banner C
Fixed
Variables
12
TEST: SIMILAR STYLE, DIFFERENT LANDING
PAGES
Banner A
Banner A
Banner A
Fixed Variables
13
LEVERAGE A/B SEARCH TESTING IN
BANNER ADS
Test simultaneously:
current vs. new
Use ad copy in new banner ad
Top perform...
14
GLEAN MESSAGING FROM
RETARGETING ADS
15
TEST BANNERS AND NORMALIZE
RESULTS ACROSS PLATFORMS
GDN
DSPs
Mobile
Secondary
Networks
OR
Secondary
Networks
DSPs
Mobil...
16
CONVEY A UNIFIED MESSAGE ACROSS
SEARCH AND DISPLAY
Messaging synergy
between search and
display highlighting
“2013 bank...
INTERNATIONAL TESTING
17
6/10/2014Document Title 18
INT’L TESTING: EVALUATE MARKETS
SEPARATELY
19
DON’T OVERTHINK CALL TO ACTIONS
A
B
C
20
THINGS TO CONSIDER
 Invest in localized
translations
 Be aware of syntax
differences in countries
with common languag...
SUMMARY
21
6/10/2014Document Title 22
Take home assignments
23
TO RECAP: RINSE, WASH, REPEAT
 Organization & testing
 Continuous testing
 Leverage top ads
 Test with current/new
...
Andrew Mera
Client Services Manager
3Q Digital
@AndrewMera
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Your Banner Ads Can Always Do Better But How By Andrew Mera

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SMX Advanced 2014 Session #SMX #12B - Next-Gen Ad Creative & Testing Techniques - Your Banner Ads Can Always Do Better...But How? By Andrew Mera @Andrew Mera Of 3Q Digital

Read more on search marketing strategy at http://marketingland.com

Published in: Marketing, Technology, Design
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Your Banner Ads Can Always Do Better But How By Andrew Mera

  1. 1. Your Banner Ads Can Always Perform Better… But How? 6 / 1 1 / 1 4
  2. 2. 6/10/2014Document Title 2 Click Here!
  3. 3. TESTING BANNERS ADS & CREATIVE 3
  4. 4. 4 ESTABLISH A PROCESS
  5. 5. 5 STRUCTURING BANNERS By ad group By campaign By placement
  6. 6. 6 AD GROUP BREAKOUT Theme A 728x90 160x600 300x250 336x280 240x400 320x50 300x50 Different creative concepts Flexible ad group bidding KCT/Interest/Category Pick winners quickly!
  7. 7. 7 BREAK OUT AD SIZES BY CAMPAIGN Campaign A: 300x250 Campaign B: 160x600 Campaign C: 728x90 Budget by top ads Test unique ad size Build remarketing lists Language testing
  8. 8. 8 PLACEMENT TESTING  Follow similar methodology  Group banners by placement list  Useful for niche campaigns  Set frequency capping
  9. 9. CONVEY A UNIFIED MESSAGE ACROSS SEARCH ADS AND DISPLAY 9
  10. 10. 10 TEST: SIMILAR MESSAGING, DIFFERENT STYLES FixedBanner A Banner A Banner A Variables
  11. 11. 11 TEST: SIMILAR STYLE, DIFFERENT MESSAGING Banner A Banner B Banner C Fixed Variables
  12. 12. 12 TEST: SIMILAR STYLE, DIFFERENT LANDING PAGES Banner A Banner A Banner A Fixed Variables
  13. 13. 13 LEVERAGE A/B SEARCH TESTING IN BANNER ADS Test simultaneously: current vs. new Use ad copy in new banner ad Top performing search ad  2X more conversions with new banner  83% of conversions came from new banners
  14. 14. 14 GLEAN MESSAGING FROM RETARGETING ADS
  15. 15. 15 TEST BANNERS AND NORMALIZE RESULTS ACROSS PLATFORMS GDN DSPs Mobile Secondary Networks OR Secondary Networks DSPs Mobile GDN
  16. 16. 16 CONVEY A UNIFIED MESSAGE ACROSS SEARCH AND DISPLAY Messaging synergy between search and display highlighting “2013 bank of the year”
  17. 17. INTERNATIONAL TESTING 17
  18. 18. 6/10/2014Document Title 18 INT’L TESTING: EVALUATE MARKETS SEPARATELY
  19. 19. 19 DON’T OVERTHINK CALL TO ACTIONS A B C
  20. 20. 20 THINGS TO CONSIDER  Invest in localized translations  Be aware of syntax differences in countries with common language  Rely on country managers  Not all countries behave the same
  21. 21. SUMMARY 21
  22. 22. 6/10/2014Document Title 22 Take home assignments
  23. 23. 23 TO RECAP: RINSE, WASH, REPEAT  Organization & testing  Continuous testing  Leverage top ads  Test with current/new landing pates  Localize
  24. 24. Andrew Mera Client Services Manager 3Q Digital @AndrewMera
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