Digital Advertising Creative 101

DIGITAL OVERVIEW

COURIER-JOURNAL MEDIA

THE PURCHASE PATHWAY

AWARENESS DECISIONCONSIDERATION

Customers move through various phases of the #purchasepathway

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THE GOAL

GOAL

Choose a goal for your #digitalad campaign

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THE MEASUREMENT

Track your #analytics and #measure the results of your campaign

ImpressionsClick-through Rate

Engagement Rate

Engagement

Conversion Rate

CPCCPL

CPVLeads

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THE WINNER

vs.

Always test your #digitalad campaigns

A B@norton_healthcare @cjmedialou @christy_belden

THE MEDIUMSWHEN WE THINK OF DISPLAY AD UNITS, WE THINK OF THE FOLLOWING

Don’t forget #nativeadvertising with #video and #socialmedia

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THE BEST

• Keep it simple• Clear and succinct call to action• Make your offer clear• Feature a strong headline• Avoid white backgrounds• Use a professional design

BEST PRACTICES FOR DISPLAY ADS

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THE BEST

• Feature your brand logo• Reinforce brand strategy with consistent

look and feel• Simplify graphics and copy• Animations should be quick• Use rich media when possible• Watch load size

BEST PRACTICES FOR DISPLAY ADS

The best #digitalads drive engagement and meet a goal.

@norton_healthcare @cjmedialou @christy_belden

THE CALL TO ACTION

• Click here• Buy now• Get started• Search now• Learn more

EXAMPLES OF GOOD CALL TO ACTION

Always include a CTA in your #digitalads

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EXAMPLES

THE EXAMPLESPRINT

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THE EXAMPLESDIGITAL

@norton_healthcare @cjmedialou @christy_belden

THE EXAMPLESPRINT

@norton_healthcare @cjmedialou @christy_belden

THE EXAMPLESDIGITAL

@norton_healthcare @cjmedialou @christy_belden

THE EXAMPLESPRINT

@norton_healthcare @cjmedialou @christy_belden

THE EXAMPLESDIGITAL

@norton_healthcare @cjmedialou @christy_belden

THE EXAMPLESDIGITAL

@norton_healthcare @cjmedialou @christy_belden

THE EXAMPLESDIGITAL

@norton_healthcare @cjmedialou @christy_belden

THE TAKEAWAYS

• Customers move through various phases of the #purchasepathway

• Choose a goal for your #digitalad campaign

• Track your #analytics and #measure the results of your campaign

• Always test your #digitalad campaigns

• Don’t forget #nativeadvertising with #video and #socialmedia

• The best #digitalads drive engagement and a goal.

• Always include a CTA in your #digitalads

• Be creative! #digitalisfun

@norton_healthcare @cjmedialou @christy_belden

THE EXAMPLESDIGITAL

@norton_healthcare @cjmedialou @christy_belden

THANK YOU