The key to optimizing display advertising campaigns
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Emma Cullen from marketing company BannerFlow gave a webinar on optimizing display advertising campaigns. She explained that the key to optimization is relevance and personalization. Campaigns should identify and understand audiences by researching who they are, segmenting them, and monitoring them. Personalized ads see higher click-through and conversion rates. To implement optimization, test different images, colors, placements and retargeting. Analyze data from tests to improve relevance through small, ongoing changes to creative elements and targeting. The overall goal is to make every part of an ad relevant to each audience segment.
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The key to optimizing display advertising campaigns
- 1. emma.cullen@bannerflow.com LIVE WEBINAR EMMA MARKETING @ BANNERFLOW The Key to Optimizing Display Advertising Campaigns
- 3. emma.cullen@bannerflow.com About BannerFlow • Launched in 2010 • Since then 2 million ads created • About 30 people in size (and hiring at bannerflow.com/career) • Goals: 1. Ad creation without all that rocket science mumbo jumbo 2. Enabling creative scale 3. Making people happy
- 4. THE SOLUTION PRODUCTION TIME CUT BY 95% DO-IT-YOURSELF HTML5 AD CREATOR SIMULTANEOUSLY CREATE AND EDIT MULTIPLE ADS MAKE REAL-TIME UPDATES & KEEP CONTROL WORKS ON ALL SCREENS, APPS, AND DEVICES ON THE FLY
- 5. THE FACTS LEADING BRANDS & AGENCIES 60+ INTEGRATIONS See all at www.bannerflow.com/connect
- 7. emma.cullen@bannerflow.com Key Questions • Why optimize? • What is the key to optimizing display advertising campaigns? • How do we implement optimization into campaigns?
- 8. emma.cullen@bannerflow.com Why Should I Optimize My Campaigns?
- 9. emma.cullen@bannerflow.com • Missing campaign targets • Low engagement • Wrong traffic • Bounces • Resources limiting creativity
- 10. emma.cullen@bannerflow.com What is the Key to Optimization?
- 12. emma.cullen@bannerflow.com • 74% of online consumers get frustrated with irrelevant content (Janrain & Harris) • Personalized emails increase CTR by 14% and conversion rates by 10% (Aberdeen) • Personalized web experiences increase sales by 19% (Monetate/eConsultancy) • Targeted CTAs increase view to submission by 42% (Hubspot)
- 13. emma.cullen@bannerflow.com So, How Do I Get More Relevant and Personal?
- 14. emma.cullen@bannerflow.com Identify Your Audience • Research • Who are they? • Where are they? • Monitor your audience
- 15. emma.cullen@bannerflow.com Understand Your Audience • Buyer personas • Real people • One size doesn’t fit all • Always evolving
- 16. emma.cullen@bannerflow.com Other Ways to Segment • Stage is sales funnel • Geography • Gender, age etc. • Previous activity
- 18. emma.cullen@bannerflow.com • Up to 60% higher conversion rate amongst customers who have been retargeted (Kimberly-Clark) • 25% enjoy retargeting ads because it reminds them of what they were previously viewing (Adobe)
- 19. emma.cullen@bannerflow.com How Can I Implement This into Campaigns?
- 20. emma.cullen@bannerflow.com Images • Images of women outperform men • Show your product • Plain background will have the highest CTR (Adobe)
- 21. emma.cullen@bannerflow.com Color • Purple and Yellow convert best (Adobe) • Blue is most popular • Red CTAs have 21% higher conversions (Hubspot)
- 22. emma.cullen@bannerflow.com Placement • Website type • Right networks • Retargeting
- 27. emma.cullen@bannerflow.com In Summary • Make every element relevant • Don’t guess! Use data and test! • Relevance through creativity • More banners – one size doesn’t fit all!
- 28. emma.cullen@bannerflow.com QUESTIONS ? Emma Cullen Marketing Team, BannerFlow @BannerFlow emma.cullen@bannerflow.com
Editor's Notes
- So, what are we doing? Well in BannerFlow you can Simultaneously create and edit MULTIPLE ads – You only create 1 banner ad, and Adding new SIZES or VARIATIONS only takes seconds. So what previously took weeks, now takes only seconds. Then BannerFlow works with just drag & drop. It is so easy that even a 8 years old kid or even marketers can create complete campaigns without the need of any design team or expensive agency IF you want to make updates to one of your ads, these updates are done simultaneously on your whole campaign in real-time. So if you want to react to unexpected opportunities, want to choose the ad with the highest clicks or just want to fix a typo – you keep full control as the marketer or designer and do that in BannerFlow – even when your campaign is already published This way you can cut your production time up to 95%. We say that you can create 1000 ads within an hour or that 1 designer can easily do the job of 20 people. And last, all your ads, I mean really all of your ads, are going to work on all screens, apps and devices remotely on the fly. You don’t need to do anything. AND OF COURSE: IF YOU NEED ADVANCED FEATURES like Dynamic Content, Video Ads, Subscription Forms, Games or Calculators or Landing Pages .. BannerFlow supports that too, but this isnt accessable from the trial on the website
- BannerFlow has had a great impact recently in online marketing from people that are changing the manual work process to use BannerFlows streamlined ad production. This way already 2 million online display ads could be produced. A major part of BannerFlows customer-base are clever thinking businesses within e-commerce, freelancer designers and advertising agencies.
- There are three questions that we are going to focus on today that will help you to transform your display advertising strategy; Firstly, we will look at why we want to optimize our campaigns: what are our weaknesses and what are our goals? What is the key to optimizing your display advertising campaigns? And finally, how can we implement this optimization into our campaigns so that we can reach our goals.
- - So let’s tackle the first question: Why should I optimize my campaigns?
- So why do online marketers and advertisers feel that they need to optimize their campaigns? Well, online advertisers often face a number of common problems when advertising regardless of their industry: Not generating the amount of click-throughs or coversions that you need to reach your goals Not getting the engagement on your ads that you want/ finding that your viewers are suffering from ‘banner blindness’ Your ads are not reaching your target group or are generating low quality traffic to your website Traffic bouncing before conversion Lack of creative flexibility when building campaigns.
- The good news is that these problems can be overcome using strategy and design. Today we will take a slightly different approach to online advertising and reveal what the key to creating online ads that covert is: the key is to create targeted ads that are relevant to individuals and really connect to engage with them. Easy right? It seems for ads that it is impossible to create personalised ads on such a large scale across the web, but actually it is entirely possible. I want you to think about email marketing and the transformation that this branch of marketing has undergone. For a long time marketers sent out email ‘blasts’. Untargeted emails to masses of people. More recently, email marketing has undergone a total transformation, and marketers understand that targeted emails that feel personal, yet are scalable work. We are seeing this type of shift in a lot of different branches on online marketing – including online display advertising Marketers and advertisers, and probably you too, have realized that it is relevant campaigns are those that work. One quick example of this can be seen in retargeting marketing. The success rate of retargeting marketing campaigns is a lot greater than mass campaigns because it is relevant to the viewer! That simple. We can replicate this success in all of out campaigns by using strategy and design.
- Statistics are great, but how can you actually achieve this? You should aim for you display ads to present themselves as a gift for the viewer. For example, A couple of days ago I saw a banner ad online, advertising rock climbing equipment. I am a rock climber and actually the banner ad offered discount on products that would have been interesting to me. I am pretty sure it was a retargeting campaign I viewed, but all the same it we a relevant ad where I felt that I could take advantage of something that was of worth to me! So how can I build ads like this?
- Identifying your audience Hopefully, you know who your audience is. I’m sure all of us could give a quick summary of who out audience is. But! It is essential that we build a really clear image of who we are selling too. It is not enough to say ‘well out audience are millennial’ , ok sure, but what does this mean? You should be aware that your audience can also be divided into different segments – this is the really important part – not all of your target audience are the same, just in the same way not all of your customers are the same One way to identify your audience is to build different buyer personas
- Buyer personas allow you to build different profiles of who your audience is. I recommend really building profiles for different people. Imagine the different types of prospect of customer that you speak to every day. Who are they? What are their goals in life and business? What gets them to make decisions and who influences them? Where do they hang out online? The background images shows a huge audience. We can make an educated guess that 99% of these people are American Football fans. However, within this huge audience there are probably 100s of different types of people: You might have the hardcore male football fans who will do anything for their team and will always be the first to buy season tickets. But you might also have the mums who have three kids who want to take their kids to as many matches as possible, but they also want a good deal on tickets. So isn’t it logical that you would market differently to these groups?
- There are of course other ways that you can segment your audience through behaviour, demographics such as age and gender and interests. It is possible to segment you audience depending on where they are in the their buyers
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- Using images wisely can help to raise the click-through rate of your banners According to Adobe images of women convert better than men And including images of your product work well too, particularly if you have an attractive product such as a watch or jewelry – although this might be difficult to portray if you are selling a service or software But plain backgrounds work best – so if this slide was a banner I could definitely optimize it to increase its CTR
- Colour can be used with great effect in advertising through using colour psychology. We as humans and consumers react differently when presented with different colours. For example yellow is considered as a happy color. Different segments of our audience will react differently to different colours – for example amongst both men and woman blue is the most popular colour whereas men in general prefer bighter shades of a colour and women softer shades. Hubspot found that red CTAs actually has a higher conversion rate by 21% compared to a green CTA.
- Placement on the webpage and what kind of webpage is important Knowing your audience is an essential step in publishing your ads.
- Incredibly targeted advertising is possible if you know you audience One example of this went viral. A guy practiced his Facebook targeting on his housemate to see if your could use their custom audience feature to target a select audience of one. This clearly crosses the line when it comes to targeting, but the point is that it is possible to target properly.
- So here is an example of one of the super targeted ads The roomate actually had the hobby of sword swallowing – so this ad was pretty relevant based on his interested Very targeted Grabbed his attention And needless to say, he was a little freaked out
- Talking about relevant ads, let’s take a look at the first slide that I showed you. Did you notice the Facebook ad to the right? Relevant right? If you’re reading this article, you’re probably someone like me: Someone who works or is interesting in advertising, and because I’ve read this article I’m kind interested in how it works, AND look at that great call-to-action. A great example of getting targeted and personal ads right
- Questions, contact us Q&A session at the end, but ask your questions any time.