In this day and age of trying to stay top of mind with our target audiences, display remarketing is an essential strategy to reconnect with current customers or potential prospects who have recently engaged with your brand.
On average, it takes six touches before a prospect converts. A properly executed remarketing display campaign will re-establish brand awareness, trust, and increase revenue from lost site traffic and/or abandoned carts.
Executing a successful remarking display campaign that produces revenue can be challenging. With everything on a marketer’s plate, especially now, how can you execute a top-performing display campaign? Which display ad sizes will give you the best results?
Google has over 10 different sizes and dimensions, that all vary in CTR’s, price, and publisher preference. With so many options and directions to go in, it’s hard to lean in on what is best for your industry and the target audiences you’re trying to reach. But knowing the different options and the strategy behind those options will help you decide what is best for your audience.
Ah, the popular kids are back at it again with making us follow their lead to stay trendy. What makes them so popular anyways? According to Google, their top-performing display ads generate the most amount of impressions, clicks, and sales.
Notice a running theme at all? Anyone remember the phrase, “Be there or be square”?
The top five display ads are all rectangles. These rectangle display ads are the selection of ads that publishers prefer and use the most – they have the most ad inventory and the best click-through rate.
We’re glad you brought that up!
Responsive display ads offer a combination of text and image options that display in a variety of formats, depending on the ad placement. You provide the images, short headlines, long headlines, descriptions, a business name, and Google rotates to show the best-performing combination.
Responsive display ads are a great option if you have a quick turnaround to launch the campaign and limited creative resources. However, they don’t offer a whole lot of control for branding, as you’re passing the reins over to Google to optimize and create your ads in real-time.
Overall, although there are the “most popular” group of Google Ad sizes, there is never a one size fits all for digital marketing strategy, especially with B2B Marketing.
You need to be constantly researching your industry to see what ad formats are running in order to get the most exposure for your campaign. All websites are built differently, so the top-performing display ad sizes for industry A are going to be different from industry B.
As mentioned above, ad size is important, but design is important too. Therefore, you should always be optimizing your campaigns based on best practices and top-performing ad creative.
We recommend you A/B test different design versions of copy, CTAs, and colors in addition to your ad dimensions.
Budgets are being tightened and not everyone has the ability to pay a graphic designer for different variations of creative for the new display campaign. As previously mentioned, responsive display ads are a great option.
Although they are intended to be a simple set up, there are still some best practices and key elements to consider when setting up your first responsive display ads.
Here’s what you’ll need & some tips for success:
Ultimately, digital marketers want their paid media efforts to contribute to ROI, and a successful run display campaign will do just that. But, first, you need to understand what you’re trying to accomplish with a display campaign. Is it clicks? Conversions? Brand awareness?
How do you know that your campaign was or is continuing to be successful? First things first, you’ll need to set performance metrics, trackable goals, and your plan for analysis. Who are you targeting and what stage they’re in within the purchase funnel hugely impacts your goals.
So which is it? Are you remarketing for conversions? Increasing LTV? Focusing on brand awareness?
Figure out what goal is most important to you, then set KPIs to track against as the progress of your campaign.
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At BusinessOnline, we understand that managing your digital advertising campaigns can be overwhelming. As we navigate forward in a world of uncertainty, we will continue to support our clients, share best practices, digital marketing strategies, and client wins.
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