Display ad campaigns can be an effective way to put a new product out there. These are text, image, or video ads that pique the interest of your audience, urging them to click on the ad to get to know a brand, find out more about a product, or make a purchase.
As a digital marketer, you know the importance of setting goals when it comes to your digital marketing campaigns. Whether you’re planning a pay-per-click (PPC) campaign, an email marketing campaign, or a display ad campaign, setting goals is an integral part of the process. But why is it so important to set goals for display ad campaigns? In this blog, we’ll discuss why setting goals is critical for display ad campaigns and how to set goals that will help you achieve your desired results.
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What are display ad campaigns?
Display ad campaigns are a type of digital advertising that uses images, videos, and other visuals to promote a company’s products or services. These ads are typically displayed on websites and social media platforms, and can be used to target specific audiences. Display ads are a powerful and cost-effective way to reach new customers and build brand awareness.
Why is goal setting important?
Setting goals for your display ad campaigns is essential for two reasons: first, it helps you determine the success of your campaign; and second, it helps you create a roadmap for achieving your desired results.
When you set goals, you’re able to measure the results of your campaign and adjust your strategy accordingly. For example, if you’re trying to increase brand awareness, you can set a goal of increasing website traffic by a certain percentage. This will give you a benchmark to measure against and help you determine if your display ad campaign is working.
In Short Answer to this Question:
Question. Why is it important that you set goals when planning your display ad campaigns?
Answer: To help determine the performance and allow for optimisation.
The benefits of setting goals before launching a display ad campaign
Setting goals before launching a display ad campaign has many benefits. For starters, goal setting helps you stay focused on the objectives of your campaign. It also helps you prioritize your activities, so you can devote more time and resources to the tasks that will help you reach your goals. Additionally, goal setting helps you allocate your budget more effectively and ensure that you’re spending your money in the most efficient way possible.
By setting goals, you’ll also be able to measure the performance of your campaign more accurately. This will enable you to make informed decisions about how to optimize your display ads for maximum results.
Types of goals to set for display ad campaigns
When it comes to setting goals for display ad campaigns, there are a few different types of goals to consider. You can set goals for brand awareness, website traffic, conversions, lead generation, and more.
1. Brand awareness goals are focused on increasing the visibility of your brand. For example, you might set a goal to increase the number of impressions your ads receive or the number of people who visit your website.
2. Website traffic goals are focused on increasing the number of visitors to your website. You might set a goal to increase the number of visitors to your website by a certain percentage or the number of pages viewed per visitor.
3. Conversion goals are focused on increasing the number of conversions from your display ad campaigns. You might set a goal to increase the number of leads generated or the number of sales made from your display ads.
4. Lead generation goals are focused on increasing the number of leads generated from your display ads. You might set a goal to increase the number of leads generated by a certain percentage or the number of leads that convert into customers.
Different Types of Display Ads
When it comes to display ad campaigns, there are several different types of ads to consider. These include text ads, image/banner ads, video ads, and retargeting ads.
1. Text ads are simple text-based ads that are typically displayed on websites and social media platforms. These ads are typically short and to the point, and are designed to grab the attention of viewers.
2. Image/banner ads are visuals that are used to grab the attention of viewers. These ads can be anything from a simple image to a complex animation.
3. Video ads are videos that are used to promote a product or service. These ads are typically longer than text and image ads, and are designed to engage viewers for a longer period of time.
4. Retargeting ads are ads that are displayed to people who have previously visited your website. These ads are designed to remind viewers of your product or service, and encourage them to take action.
However, whatever type of display ad you choose, this marketing tactic won’t do anything if put together haphazardly. You have to plan it carefully to get the best return on investment for the money you spend on advertising.
How to Set Goals for Display Ads
Setting goals for your display ad campaigns is an important part of the process. When setting goals, it’s important to be realistic and achievable. You should also consider the context of your campaign and the goals of your business.
When setting goals, it’s important to consider the short-term and long-term goals of your campaign. For example, if you’re running a short-term campaign, you might set a goal to increase website traffic by a certain percentage. If you’re running a long-term campaign, you might set a goal to increase brand awareness over a certain period of time.
It’s also important to consider the metrics you’ll use to measure the success of your campaign. For example, you might set a goal to increase website traffic by a certain percentage, or to increase the number of leads generated from your display ads. Once you’ve established your goals and metrics, you’ll be able to measure the success of your campaign more accurately.
The key to an effective display ad campaign is to have one clear end goal. Let’s talk about that and how to build a display ad campaign below.
Determining one end goal
The marketing team has to determine one main goal for their display ad campaign. This could be to build brand awareness, a better brand recall, or brand loyalty.
Having a specific end goal guides the team in making decisions regarding the campaign’s target audience, its duration, the art and copy to use, and more.
To help you choose your main goal, look at the product or service and the best corresponding landing page you’d like to direct your audience to. This should tell you what your campaign is intended to do.
Targeting your desired audience
There are different targeting options available to each platform. These can make sure that your display ad reaches the people most likely to click on it.
- Demographic targeting – targets an audience that belongs to a specific age group, gender, religion, socio-economic status, and many more
- Interest targeting – using Google’s data on its users, your ads will appear to people whose searches match the product or service you are advertising
- Keyword targeting – lets Google show your ads on website content that have the keywords you specify
- Placement targeting – allows you to select the websites where your ads will appear for more precise targeting
- Topic targeting – lets you choose a group of websites that have a common topic
Targeting exclusions are also available to keep your ads from appearing on sites that are not aligned with your product or brand. Ultimately, your end goal should be taken into consideration when choosing what and what not to target.
Making an effective copy
There are many things to consider in making an effective ad.
First, you must determine the tone of the copy, patterning it from your product or service and target audience.
Know if a friendly or a firm tone would get more clicks, and what language your audience uses. When speaking to a younger audience, you can use slang words here and there, for example.
After that, you have to make sure that your copy is catchy. There are many ways to do this.
You can opt to be straightforward and bold, for example. Here, you can also throw in statistics that help your product or brand appear more impressive.
If you think your product or service could be someone’s urgent need, use words that demand urgency. On the other hand, if you’d like your audience to be curious about your brand, add an air of mystery to the ad through your choice of words.
Both tone and word-choice should still be guided by your goal. Facts work great for selling a product while mystery entices the audience to get to know the brand.
Whatever choices you make, though, remember to keep your copy short. This gives your display ads a better chance to be read by your audience and also makes for better retention.
Making the simplest design possible
The key to display ads is to relay your message to your audience. Text does this best, but you need exciting visuals to catch your audience’s attention first.
Your design should work with your text and not overshadow it. Make sure that the text can be read free of obstructions and that the elements look cohesive and clear as to their message.
And of course, make your design with your end goal in mind. At the same time, your design should still maintain your brand’s style or image.
Finally, don’t forget the call-to-action button. In including a call-to-action button, make sure that it suits the product or service you are marketing, relays your end goal, and that the button is easy to spot.
Whatever your call-to-action is, it should be related to the landing page where it leads.
In any case, you can see from all of this that setting a goal guides the entire display ad campaign, making the ad coherent and appealing and the campaign successful.
Best practices for setting goals for display ad campaigns
When setting goals for your display ad campaigns, there are a few best practices to keep in mind. First, it’s important to set measurable goals that are achievable and realistic. It’s also important to set goals that are specific and time-bound.
Another best practice is to establish benchmarks for your display ad campaigns. This will help you track the performance of your campaigns and make informed decisions about how to optimize them for maximum results.
Finally, it’s important to track and measure the performance of your campaigns on a regular basis. This will help you identify areas of improvement and ensure that you’re achieving your desired results.
The importance of tracking and measuring goals
Tracking and measuring the performance of your display ad campaigns is essential for ensuring that you’re achieving your desired results. By tracking and measuring the performance of your campaigns, you’ll be able to make informed decisions about how to optimize them for maximum results.
When tracking and measuring the performance of your campaigns, it’s important to consider both quantitative and qualitative metrics. Quantitative metrics include website traffic, impressions, clicks, and conversions. Qualitative metrics include customer feedback, brand sentiment, and engagement rates.
By tracking and measuring the performance of your campaigns, you’ll be able to identify areas of improvement and make the necessary changes to ensure that you’re achieving your desired results.
Tools for Tracking Display Ad Performance
There are a number of tools available for tracking the performance of your display ad campaigns. These tools can help you track metrics such as website traffic, impressions, clicks, and conversions.
Google Analytics is a popular tool for tracking the performance of your display ad campaigns. With Google Analytics, you can track website traffic, impressions, clicks, and conversions. You can also track the performance of your campaigns across multiple channels, such as search, social, and display.
Google Ads is another popular tool for tracking display ad performance. With Google Ads, you can track metrics such as clicks, impressions, and conversions. You can also track the performance of your campaigns across multiple channels, such as search, social, and display.
Conclusion
Setting goals is a critical part of the process when it comes to planning and launching display ad campaigns. By setting goals, you’ll be able to measure the performance of your campaigns and make informed decisions about how to optimize them for maximum results. Additionally, tracking and measuring the performance of your campaigns will help you identify areas of improvement and ensure that you’re achieving your desired results. With the right tools and best practices, you can set goals that will help you achieve success with your display ad campaigns.
Going through all of the steps above may seem like a rigorous process, but it will certainly prove to be more fruitful in the end compared to what you’d get with a shabby strategy. Keep these things in mind the next time you build a display ad campaign.
