This document discusses image optimization for display advertising. It recommends using insights from paid search to inform display advertising strategies. The three pillars of successful display ads are audience targeting, media buying, and creative content. Image optimization can improve campaign performance by differentiating ads from competitors, appealing to consumer emotions, and creating message diversity. The document provides best practices for image optimization, such as prioritizing creative production, testing multiple images, and optimizing ads for mobile devices.

1. ©
Boost
Media
Inc.
All
Rights
Reserved
Increase Your Display
Advertising Performance
with Image Optimization

2. 2
Agenda
I. What is Image Optimization?
II. Using Paid Search Insights to Build Your Display Strategy
III. How To Optimize Your Account

3. The Need for
Image
Optimization

4. 4
The 3 Pillars of Display Advertising

5. 5
The 3 Pillars of Display Advertising
Segment
Targeting
AUDIENCE

6. 6
The 3 Pillars of Display Advertising
Segment
Targeting
Media
Buying
AUDIENCE COST CREATIVE
$

7. 7
Segment
Targeting
$
Media
Buying
The 3 Pillars of Display Advertising
AUDIENCE COST CREATIVE
???

8. 8
2.1%
0.2%
2.9%
0.4%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
Search
Display
Click-­‐through
Rate
by
Device
and
Pla8orm:
Q4
2014
Current State of Display Advertising
Source:
Marin
So-ware,
Click-­‐Through
Rate
by
Device,
Q4
2014

9. 9
Image Optimization Defined
• The practice of creating and enhancing display ad creative
to improve campaign performance and gain actionable
insights
What Is It?

10. 10
Image Optimization Defined
• Performance enhancements
• Differentiate from competition
• Appeal to your consumer’s emotion
• To create messaging diversity to
surface strategic insights
Why Should You Be Using It?

11. 11
Differentiate Yourself

12. Pop Quiz!

13. 13
Which Ad Performed Better?
ONE TWO
vs

14. 14
Which Ad Performed Better?
ONE TWO
vs
AD 2
+192%
CTR
difference

15. 15
EMOTIONAL
Get Emotional In Your Ads
Connect with your audience
• Positive emotional responses
strengthen brand loyalty
• Create strong connections to
increase conversions
Appeal to emotions
• What emotion does your product
capture?
• Identify and create ads that appeal
to that specific emotion

16. 16
The Anatomy Of A Display Ad

17. 17
The Anatomy Of A Display Ad
Background

18. 18
The Anatomy Of A Display Ad
Background
Characters

19. 19
The Anatomy Of A Display Ad
Background
Logo
Characters

20. 20
The Anatomy Of A Display Ad
Background
Logo
CTA
Characters

21. 21
Areas In Which You Can Optimize An Ad
Logos

22. 22
Areas In Which You Can Optimize An Ad
Background

23. 23
Areas In Which You Can Optimize An Ad
Call to actions

24. 24
Areas In Which You Can Optimize An Ad
Characters

25. UsingSearchInsights
ToBuildYourDisplay
Strategy

26. 26
Make an Informed Decision
There are 2 paths you can
choose from:

27. 27
Make an Informed Decision
There are 2 paths you can
choose from:

28. 28
Make an Informed Decision
There are 2 paths you can
choose from:

29. 29
Make an Informed Decision
• Cost-effective
• Easy to scale
• Multiple variables to
test
• Creating images is difficult
• Production is expensive
• Hard to scale images quickly

30. 30
Use What You Know From Search To
Inform Display
VS
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TEXT
IMAGE

31. How To Implement
Image Optimization
in Your Account

32. 32
How To Optimize Your Account
1. Prioritize

33. 33
How To Optimize Your Account
1. Prioritize
2. Produce Creative

34. 34
How To Optimize Your Account
1. Prioritize
2. Produce Creative3. Test and Measure

35. 35
How To Optimize Your Account
1. Prioritize
2. Produce Creative
3. Test and Measure
4. Determine
Learnings

36. 36
How To Optimize Your Account
1. Prioritize
2. Produce
Creative
3. Test and
Measure
4. Determine
Learnings
5. Create More
Images to Test

37. 37
Best Practices To Get You Started
Craft a clear
and distinct
call to action
1

38. 38
Best Practices To Get You Started
Refresh display
ads frequently
Craft a clear
and distinct
call to action
1
2

39. 39
Best Practices To Get You Started
Refresh display
ads frequently
Craft a clear
and distinct
call to action
1
2
Have some
flexibility with
your creative
testing
3

40. 40
Best Practices To Get You Started
Refresh display
ads frequently
Craft a clear
and distinct
call to action
Have some
flexibility with
your creative
testing
1
2
3
Connect ad creative to your
landing page
4

41. 41
Best Practices To Get You Started
Refresh display
ads frequently
Craft a clear
and distinct
call to action
Have some
flexibility with
your creative
testing
Mobile is here:
optimize display
ads for mobile
1
2
3 5
Connect ad creative to your
landing page
4

42. 42
Like What You Saw? Let’s Talk.