At the heart of each success lies a common theme: Great display advertising happens when smart strategies are applied in three key areas: Finding the right customer, showing them the perfect ad, and measuring and optimizing effectively.
Find the right customer. Reaching just the right audience is at the crux of any successful campaign. In fact, marketers are saying the biggest driver of increased display budgets is the availability of better targeting technologies. (1) From
remarketing strategies that reach 84% of users on a typical list, to
interest categories that show interested users your message while respecting user privacy, we’re constantly innovating to precisely connect your message with your audience. And just last month, we
shared strategies for applying the right targeting mix to extract the most out of direct response campaigns on the GDN.
Show them the perfect ad. You can find the right audience, but what do you tell them? With display, marketers have a wide-open canvas to connect with consumers to drive the results they care about. And an effective ad can come in any format. In fact, many of the brands we’re highlighting today used Standard IAB display ad units but with compelling messaging and beautiful creative that really resonated with their audience.
Measure and optimize based on real-time insights. Advertisers have always benefited from transparency into exactly where ads run, their costs, and the right metrics to measure campaign performance, providing actionable insights to optimize their campaigns. Our recent investments in measurement and optimization take this further. Marketers can now see a complete picture of the chain of impressions and clicks that drives campaign performance with
Multi-Channel Funnels. And applying Google’s 10 years of experience in developing optimization algorithms, we’ve launched tools like
Display Campaign Optimizer, which can be used to do fully automated bidding and targeting to boost conversions and ROI.
So today, while we’re celebrating these successes, more than that, there is a valuable insight here. The display toolbox is a rich one. It’s the agencies and marketers who tap into that toolbox and apply it in ways that make sense for their campaigns, who will greatly benefit from display as a medium. So.. will your campaign be the next one we shine a light on?
Watch this space.
(1) Effective Audience Targeting Leads To Bigger Display Budgets, eMarketer, May 2011
Posted by Emel Mutlu, Product Marketing Manager, Google Display, Client Communications
Follow