What are some common display ad optimization challenges and how do you overcome them?

1 Choosing the right ad format

One of the first challenges you face when creating display ads is choosing the right format for your campaign goals and audience preferences. There are many options available, such as static, animated, interactive, video, native, or rich media ads, each with its own advantages and disadvantages. The best format depends on factors such as your message, your budget, your creative resources, your placement, and your industry. For example, video ads can be more engaging and memorable, but they also require more bandwidth and may not load properly on some devices. Static ads can be cheaper and faster to produce, but they may not catch the attention of users as much as animated or interactive ads. To choose the right ad format, you need to research your audience, test different options, and analyze the results.

2 Targeting the right audience

Another challenge you face when optimizing display ads is targeting the right audience for your campaign. You want to reach the people who are most likely to be interested in your offer, and avoid wasting impressions and clicks on irrelevant or unqualified users. To do this, you need to use the targeting options available on your ad platform, such as demographic, geographic, behavioral, contextual, or interest-based targeting. You also need to use remarketing or retargeting techniques to reconnect with users who have already visited your website or shown interest in your products or services. To target the right audience, you need to define your buyer persona, segment your audience, and monitor your campaign performance.

3 Designing the right ad creative

A third challenge you face when optimizing display ads is designing the right ad creative that matches your brand identity, your campaign message, and your audience expectations. You want to create ads that are eye-catching, clear, relevant, and persuasive, and that follow the best practices and guidelines of your ad platform and publisher. You also want to avoid common design mistakes, such as using too much text, too many colors, too small fonts, or low-quality images. To design the right ad creative, you need to use the right tools, follow the AIDA model (Attention, Interest, Desire, Action), and test different variations.

4 Optimizing the right landing page

A fourth challenge you face when optimizing display ads is optimizing the right landing page that corresponds to your ad creative and your campaign goal. You want to create landing pages that are consistent, relevant, and compelling, and that encourage users to take the desired action, such as signing up, downloading, purchasing, or contacting you. You also want to avoid common landing page mistakes, such as having a poor headline, a weak call to action, a long or complex form, or a slow loading speed. To optimize the right landing page, you need to use the right tools, follow the CRO principles (Conversion Rate Optimization), and test different elements.

5 Measuring the right metrics

A fifth challenge you face when optimizing display ads is measuring the right metrics that reflect your campaign success and ROI. You want to track and analyze the data that matters for your campaign objectives, such as impressions, clicks, conversions, cost per click, cost per conversion, click-through rate, conversion rate, or return on ad spend. You also want to avoid common measurement mistakes, such as using the wrong attribution model, ignoring the view-through conversions, or neglecting the cross-device and cross-channel impact. To measure the right metrics, you need to use the right tools, set up the right tracking codes, and use the right reports and dashboards.

6 Testing and improving your ads

A sixth challenge you face when optimizing display ads is testing and improving your ads based on the data and feedback you collect. You want to experiment with different aspects of your ads, such as the format, the design, the copy, the targeting, or the landing page, and see what works best for your audience and your campaign goals. You also want to avoid common testing mistakes, such as testing too many variables at once, testing without a clear hypothesis, testing without enough data, or testing without a clear success criteria. To test and improve your ads, you need to use the right tools, follow the scientific method, and implement the winning changes.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?