Before we begin, what is Display Advertising? ‘Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media and more. Unlike text-based ads, display advertising relies on elements such as images, audio, and video to communicate an advertising message’ Marketing Land.
Every advertising campaign starts with a long list of desired goals often coming from the top. The process of getting a nice targeted message can be lengthy and involve multiple drafts of the visual. So how do you succeed with display advertising?
Advertising has Changed – We Need to Do So Too
The average customer is more technical than ever before. Users are facing multiple screens a day - computer, phone, tablet, smartwatch, and game consoles. As a marketer, you want your brand to be in front of your target audience at each of those micro-moments when people 'reflexively turn to a device' to solve their problem. Those moments are key as this is when decisions are made, and preferences shared. This is what drove the change of Banner Advertising.
It was only in 2004 that Google introduced the 'revolutionary test ads with images'. In 2012 there were 6 top ad formats: Billboard (970x250), Pushdown (970x415), Sidekick (970x250), Slider (970x550), Portrait (300x1050) and Filmstrip (300x600px).
Today, marketing teams are facing the notion of Rich Media Ads, such as dynamic images, TrueView Discovery Ads, Bumper, Lightbox and many more. What does this mean for our banners collections and graphics work? Today more than ever, it is critical that all departments in small and large organizations collaborate to keep up with the digital revolution.
'In a recent Forrester study of a CPG company with $2 billion in annual revenue, the brand realized $5 million in yearly net savings by introducing a central repository for marketing images.'
Centralization and syndication of Product information (Digital Assets and Content) through a strong Digital Asset Management strategy is key to these savings.
A store is running Google Banner Advertising. The team has two goals: (1) Attract visitors to the physical store (2) Sell a specific product online. Where do they start?
Define the Ad Group - this is a set of one or more ads which target a shared set of keywords. (NB: Including too many words to an ad group is one of the most harmful things you can do to your ads).
Design your message - the earlier you agree on the creative brief and visual, the more time you will save from handling revisions in the future.
Define where you want to meet your audience. For the above scenario visual is important - so they choose image ads only and will execute an animated and non-animated version of the campaign. The brand wants to cover the 4 standard web formats: Square (comes in 2 sizes), Rectangular (comes in 4 sizes), Skyscraper (comes in 2 sizes), Leaderboard (comes in 3 sizes), as well as, Mobile banners (comes in 5 sizes). To prepare for this kind of advertising, the team will need to create 16 images for 1 campaign. Now, imagine you want to have localized ads. This can quickly triple (or more!) the number of files you will have to handle when executing your campaign.
Have you or any of your team members ever experienced this?
“I got it on WeTransfer and put it on OneDrive, will share the link with you, or do you want me to email the WeTransfer link?”
“Let me find that email with the images I got from colleague X”
“Those graphics that our ex-agency did?
“Was this photo really licensed?”
“Which was the final version?”
“I will send you the updated files when they are ready”
These are the time thieves of many marketers, but to help you along, we have prepared a 4-step guide to help you in your Google Ads journey on display ads.