As I’m sure many of you are aware, display advertising can be a challenging arena to show efficiency and profitability—especially when running upper funnel tactics. The Internet can be a desert for display marketers at times, and it’s important to have a few known protips to jumpstart your campaigns. Below I’ve outlined 5 tips to running successful upper funnel display campaigns.
- Connect as many dots as possible. This really applies for any digital marketing campaign, but try to limit the amount of ambiguity in your tracking. Often times, deadlines can push campaign to launch before all of the proper tracking pieces in place. Don’t be that guy (or girl) who launches a campaign before understanding or having the pieces in place to accurately measure and evaluate performance. Pixel placement, or in some cases user login tracking, can be paramount to the success or failure of any campaign.
- Have your known performers. If this isn’t your first display campaign, which I’m assuming it’s not, you’ve had a chance to evaluate performance, and you may have a general sense for what works and what doesn’t. Take your learnings from your prior campaigns, and apply them to any new ones. For instance, there are likely a few known website which you know you don’t want to run on from the get go. Go ahead and exclude these placements with impunity. On the other hand, you may also know a few websites that almost always want to run on. Feel free to target that inventory through the use of a dedicated sitelist for top performing properties.
- Don’t be afraid to day part. With prospecting campaigns, you really do have to run very lean, as your capacity to spend can be incredibly high. With that in mind, the onus is really on you as a marketer to make sure than any and all excess is systemically removed. If Saturdays and Sundays have a significantly lower conversion rates than the rest of the week, you may want to structure your bidding or budget strategy to deliver lower on those days or not at all.
- Experiment with sequencing. One tactic that has really helped us in the past has been sequencing creative delivery. What sequencing can offer you is an ability to lower creative burnout or overuse while leading a potential customer down a sales funnel with messaging. When targeting people in the highest part of the sales funnel, it’s important to remember that your job is to create intent, and move people to the middle of the funnel. If you can facilitate that process offsite, then you’ll likely see an improvement in your efficiency metrics, and you’ll be making better use of your frequency cap.
- Think outside of the 300×250 box. This one is really paramount for any marketer, but especially with display marketing. A large part of what makes programmatic advertising compelling is the ability to create unique, one-of-a-kind technology stacks of your own. Within your own technology set, it’s important to really push the limits of what you know, and continue to test micro variations of what you’ve tried in the past. Plan, test, evaluate and test again, or you’ll never scratch the surface of what display and programmatic display can do for your marketing programs.