During our display campaign competitive assessment, we try to understand the competition, competitors’ products’ positioning, their advertising history, ad spent, and many more to have the insights of their strategies and approaches. In a nutshell, the overall competitive landscape in which your campaign will operate.

This display campaign competitive analysis helps to tailor our targeting strategies more efficiently, and safeguard your campaign’s reach to the right audience in a highly competitive market

Display campaigns also serve the purpose of reaching out to cold and warm traffic from the internet, bringing them to the top of the sales funnel and converting them into casually engaged traffic. They may not bring immediate conversions but they have huge positive impact on strengthening the value proposition. The purpose of display campaign is different from search or shopping campaigns so, naturally the response and comment we will provide for CRO – Conversion Rate Optimization will be certainly different.

Our aim would be to make the user’s journey smooth, making them more receptive to your message and increasing the probability of conversions down the line.

The Google Display Network (GDN) offers 8 different targeting types such as (1) In-market, (2) Placement, (3) Affinity, (4) Custom intent (URL or keyword), (5) Customer list matching, (6) Topic, (7) Demographic, and (8) Remarketing and all are based on either the content of websites within the GDN or the behavior of traffic that navigates the network.

Accomplishing the best performing campaign type, effective reach, and desired results require through analysis, experimentation, and optimal strategy. We ensure making a refined and detailed targeting strategy before proceeding.

In display campaigns, testing various targeting methods, targeting configurations, ad copies and images, play the most significant part to facilitate the evaluation what combinations of targeting and ads are performing the best in engaging your audience and triggering their actions. Without this structured tactic and systematic approach, it would be challenging to measure the effectiveness of various targeting strategies and fine-tune the campaign for superior performance.

Some targeting like placement targeting or Custom Intent targeting would need multiple ad groups to have a better insight of the results.

Display advertisements way different than search or direct response marketing, their objectives and approaches are mainly raising brand awareness and promoting products or services. Therefore, the performance is profoundly dependent on the designing, images or graphics and messages of the ads compared to search ads. In display ads, we target audiences who may have interest in related products or services but have not specific search intent. In search ads, it is just the opposite. We need creative approaches to improve, assess, and optimize display ads.

The Setting up Display campaign audience requires some understand the demographics, the interests and behavior of the customer, which actually helps targeting audiences that match those characteristics. In addition to positive targeting, it is also very important to exclude certain audiences (can be called negative audiences) to improve campaign performance. Various types of targeting options are available in-market audiences, Direct Website Placements, affinity audiences, customer list audiences, and demographics audiences.

After a display campaign launch, we need to observe the performance and response understand a consistent serving pattern, which becomes visible within a few days of launch. Once the performance stabilizes, we look for issues in targeting method or consumption of excessive ad spend. Consequently, we need to make a series of educative adjustments across our display campaign after-launch checklists.

Reporting is a very crucial facet of managing campaigns for PPC advertisers. We provide an individual reporting page on a monthly basis showing their current status, performance compared to previous periods, and highlighting ongoing challenges or issues.