Increase Your Display Advertising with Image Optimization
4 likes864 views
This document discusses image optimization for display advertising. It recommends using insights from paid search to inform display advertising strategies. The three pillars of successful display ads are audience targeting, media buying, and creative content. Image optimization can improve campaign performance by differentiating ads from competitors, appealing to consumer emotions, and creating message diversity. The document provides best practices for image optimization, such as prioritizing creative production, testing multiple images, and optimizing ads for mobile devices.
Increase Your Display Advertising with Image Optimization
- 1. © Boost Media Inc. All Rights Reserved Increase Your Display Advertising Performance with Image Optimization
- 2. 2 Agenda I. What is Image Optimization? II. Using Paid Search Insights to Build Your Display Strategy III. How To Optimize Your Account
- 4. 4 The 3 Pillars of Display Advertising
- 5. 5 The 3 Pillars of Display Advertising Segment Targeting AUDIENCE
- 6. 6 The 3 Pillars of Display Advertising Segment Targeting Media Buying AUDIENCE COST CREATIVE $
- 7. 7 Segment Targeting $ Media Buying The 3 Pillars of Display Advertising AUDIENCE COST CREATIVE ???
- 8. 8 2.1% 0.2% 2.9% 0.4% 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% Search Display Click-‐through Rate by Device and Pla8orm: Q4 2014 Current State of Display Advertising Source: Marin So-ware, Click-‐Through Rate by Device, Q4 2014
- 9. 9 Image Optimization Defined • The practice of creating and enhancing display ad creative to improve campaign performance and gain actionable insights What Is It?
- 10. 10 Image Optimization Defined • Performance enhancements • Differentiate from competition • Appeal to your consumer’s emotion • To create messaging diversity to surface strategic insights Why Should You Be Using It?
- 12. Pop Quiz!
- 13. 13 Which Ad Performed Better? ONE TWO vs
- 14. 14 Which Ad Performed Better? ONE TWO vs AD 2 +192% CTR difference
- 15. 15 EMOTIONAL Get Emotional In Your Ads Connect with your audience • Positive emotional responses strengthen brand loyalty • Create strong connections to increase conversions Appeal to emotions • What emotion does your product capture? • Identify and create ads that appeal to that specific emotion
- 16. 16 The Anatomy Of A Display Ad
- 17. 17 The Anatomy Of A Display Ad Background
- 18. 18 The Anatomy Of A Display Ad Background Characters
- 19. 19 The Anatomy Of A Display Ad Background Logo Characters
- 20. 20 The Anatomy Of A Display Ad Background Logo CTA Characters
- 21. 21 Areas In Which You Can Optimize An Ad Logos
- 22. 22 Areas In Which You Can Optimize An Ad Background
- 23. 23 Areas In Which You Can Optimize An Ad Call to actions
- 24. 24 Areas In Which You Can Optimize An Ad Characters
- 26. 26 Make an Informed Decision There are 2 paths you can choose from:
- 27. 27 Make an Informed Decision There are 2 paths you can choose from:
- 28. 28 Make an Informed Decision There are 2 paths you can choose from:
- 29. 29 Make an Informed Decision • Cost-effective • Easy to scale • Multiple variables to test • Creating images is difficult • Production is expensive • Hard to scale images quickly
- 30. 30 Use What You Know From Search To Inform Display VS Shop Top Quality Diamond Rings Customize the Ring of Your Dreams. Shop Hundreds of Styles Now! www.ritani.com TEXT IMAGE
- 31. How To Implement Image Optimization in Your Account
- 32. 32 How To Optimize Your Account 1. Prioritize
- 33. 33 How To Optimize Your Account 1. Prioritize 2. Produce Creative
- 34. 34 How To Optimize Your Account 1. Prioritize 2. Produce Creative3. Test and Measure
- 35. 35 How To Optimize Your Account 1. Prioritize 2. Produce Creative 3. Test and Measure 4. Determine Learnings
- 36. 36 How To Optimize Your Account 1. Prioritize 2. Produce Creative 3. Test and Measure 4. Determine Learnings 5. Create More Images to Test
- 37. 37 Best Practices To Get You Started Craft a clear and distinct call to action 1
- 38. 38 Best Practices To Get You Started Refresh display ads frequently Craft a clear and distinct call to action 1 2
- 39. 39 Best Practices To Get You Started Refresh display ads frequently Craft a clear and distinct call to action 1 2 Have some flexibility with your creative testing 3
- 40. 40 Best Practices To Get You Started Refresh display ads frequently Craft a clear and distinct call to action Have some flexibility with your creative testing 1 2 3 Connect ad creative to your landing page 4
- 41. 41 Best Practices To Get You Started Refresh display ads frequently Craft a clear and distinct call to action Have some flexibility with your creative testing Mobile is here: optimize display ads for mobile 1 2 3 5 Connect ad creative to your landing page 4
- 42. 42 Like What You Saw? Let’s Talk.