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© Boost Media Inc. All Rights Reserved
Increase Your Display Advertising Performance with Image Optimization
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Agenda
I. What is Image Optimization?
II. Using Paid Search Insights to Build Your Display Strategy
III. How To Optimize Your Account
The Need for Image Optimization
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The 3 Pillars of Display Advertising
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The 3 Pillars of Display Advertising
Segment Targeting
AUDIENCE
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The 3 Pillars of Display Advertising
Segment Targeting
Media Buying
AUDIENCE COST CREATIVE
$
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Segment Targeting
$ Media Buying
The 3 Pillars of Display Advertising
AUDIENCE COST CREATIVE
???
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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
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Image Optimization Defined
• The practice of creating and enhancing display ad creative
to improve campaign performance and gain actionable
insights
What Is It?
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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?
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Differentiate Yourself
Pop Quiz!
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Which Ad Performed Better?
ONE TWO
vs
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Which Ad Performed Better?
ONE TWO
vs
AD 2 +192%
CTR difference
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Get Emotional With Creative
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
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The Anatomy Of A Display Ad
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The Anatomy Of A Display Ad
Background
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The Anatomy Of A Display Ad
Background Characters
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The Anatomy Of A Display Ad
Background
Logo
Characters
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The Anatomy Of A Display Ad
Background
Logo CTA
Characters
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Areas In Which You Can Optimize An Ad
Logos
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Areas In Which You Can Optimize An Ad
Background
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Areas In Which You Can Optimize An Ad
Call to actions
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Areas In Which You Can Optimize An Ad
Characters
Using Search Insights To Build Your Display Strategy
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Make an Informed Decision
There are 2 paths you can
choose from:
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Make an Informed Decision
There are 2 paths you can
choose from:
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Make an Informed Decision
There are 2 paths you can
choose from:
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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
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Use What You Know From Search To Inform Display
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TEXT
IMAGE
How To Implement Image Optimization in Your Account
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How To Optimize Your Account
1. Prioritize
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How To Optimize Your Account
1. Prioritize
2. Produce Creative
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How To Optimize Your Account
1. Prioritize
2. Produce Creative 3. Test and Measure
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How To Optimize Your Account
1. Prioritize
2. Produce Creative
3. Test and Measure
4. Determine Learnings
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How To Optimize Your Account
1. Prioritize
2. Produce Creative
3. Test and Measure
4. Determine Learnings
5. Create More Images to Test
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Best Practices To Get You Started
Craft a clear and distinct call to action
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Best Practices To Get You Started
Refresh display ads frequently
Craft a clear and distinct call to action
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Best Practices To Get You Started
Refresh display ads frequently
Craft a clear and distinct call to action
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Have some flexibility with your creative testing
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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
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3
Connect ad creative to your landing page
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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
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Connect ad creative to your landing page
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Like What You Saw? Let’s Talk.