How can you create a display advertising campaign from scratch?

Example: A start-up HR company in Saudi Arabia wants to market its business in Riyadh only to entrepreneurs. Current phase of the company: Awareness Phase (Company is not known in the market yet) Channel chosen: Google ads Objective chosen: Display (As it is the best in awareness on Google ads) Location: Riyadh Only Age: 25 to above (Typical age of entrepreneurs in Saudi Arabia) The budget is ready and allocated (100,000 SAR per month) Compelling creatives that attract the target audience's attention are ready Headlines, Primary Texts, and Extensions (Such as call extensions) are ready.

Defining your objective in display advertising is crucial as it helps you align your efforts & resources towards a specific goal.By clearly stating what you want to achieve,whether it's raising brand awareness,driving website traffic,or increasing conversions,you can tailor your ad design,messaging,& targeting strategies accordingly.This ensures that your ads are aligned with your desired outcome & resonate with your target audience. Moreover, defining your objective enables you to select the appropriate metrics to measure campaign performance. Tracking metrics such as impressions, clicks, CTR, conversions, CPA, or ROAS provides valuable insights into the effectiveness of your ads & allows you to optimize your campaign for better results.

Creating a display ad campaign involves defining goals, identifying the audience, and crafting engaging creatives. Design dedicated landing pages, set a budget and bidding strategy, and choose display networks strategically. Implement tracking, optimize based on metrics, and comply with ad policies. Launch the campaign, monitor performance, and make adjustments for optimal results, ensuring effective audience reach and engagement.

Creating a display advertising campaign from scratch involves several key steps. Begin by defining your campaign objectives and target audience. Develop compelling ad creatives, including attention-grabbing visuals and persuasive copy. Choose relevant ad placements and set a budget. Utilize targeting options, such as demographics, interests, and behaviors, to reach your desired audience. Implement tracking pixels to measure campaign performance. Regularly monitor and analyze data, making adjustments as needed to optimize for better results. Finally, conduct A/B testing to refine ad elements for maximum effectiveness, ensuring a successful display advertising campaign from inception to execution.

To kickstart a display advertising campaign from scratch, it's important to establish clear objectives. Whether it's boosting brand awareness or driving website traffic for a new product launch, defining these goals provides a roadmap for your campaign. Suppose you're launching a premium line of sustainable skincare products, and your primary objective is to establish a strong brand presence in the eco-conscious beauty market. Your campaign's goal is to increase awareness of your brand and drive traffic to your online store. By defining this clearly, you create a foundation that guides subsequent decisions, like messaging, visuals, and platform selection, with a personalized touch for target consumers who prioritize clean beauty solutions.

Identifying the audience is key in creating any type of ad. It's the most difficult one if you have not done your homework. In other terms, if you do not have the answers of these questions: 1. Why 2. When 3. What Seems too early, but this is going to help in defining the audience. There are ways to collect various types of audiences who are at different stages of the customer journey. For example, 1. Why: A) Just for brand engagement - Choose a broad audience B) Website visit - Choose a similar audience C) Conversion - Only website visitors or those who visited your checkout page In a similar fashion, when and what can help to further refine the audience.

Identify the topics, activities, or subjects that your target audience finds engaging. For example, if you're targeting fitness enthusiasts, their interests might include gym equipment, health supplements, and workout routines.

Identifying your audience is the second step of creating a display advertising campaign from scratch. Your audience is the group of people who are most likely to be interested in your product or service, and who you want to reach with your display ads. You can use various criteria to segment your audience, such as demographics, interests, behaviors, and location. You can also use remarketing lists to target people who have already interacted with your website or app

Who do you want to see your ad? "Everybody" is the wrong answer for 99.9% of advertisers. And for most companies, your target audience probably contains multiple segments with different needs and desires. For example, at my agency we have two primary target audiences: 1. Small to medium sized businesses who want to make more money using digital advertising. 2. Businesses whose Google Ads accounts have been suspended by Google. There is significant overlap between those audiences, but their pain points and the messaging they will respond to are completely different. If your ad account is suspended, all you care about is fixing that. If your ad account is not suspended, you probably don't realize it could be. Know your audience.

While defining any campaign the main objective needs consideration towards segmentation of the audience by its demographics, interests, behaviors, and pain points, tailoring messages and offers according to the platforms selected along with call to action for better results.

Identify which digital platforms your target audience frequently uses. This could be social media sites, search engines, popular websites, or mobile apps. Consider the demographics and behaviors associated with users of each platform. For instance, younger audiences may be more prevalent on platforms like Instagram or TikTok, while a professional audience might be more active on LinkedIn.

Choosing your platforms and tools is the third step of creating a display advertising campaign from scratch. Your platforms and tools are the software solutions that enable you to design, manage, and optimise your display ads. You can use various platforms and tools, such as Google AdsAd, Facebook Ads, depending on your budget, objectives, and audience. You should compare the features, benefits, and costs of different platforms and tools before making a decision.

Vous pouvez vous intéresser aux comportements en ligne de votre audience. Comprenez comment ils interagissent avec votre site web, les pages qu'ils consultent le plus, et les actions qu'ils entreprennent. Cela peut vous fournir des indications sur leurs préférences et leurs besoins spécifiques. Conna?tre le type d'appareils que votre public est utile. Mais on peut encourager également un équilibre numérique sain et respecter les moments de déconnexion afin de préserver la santé mentale des utilisateurs.

Where does your audience spend time? We have a client who has an incredibly specific higher education course that is only relevant to a tiny number of people who match very specific demographic and user behaviors. For them, we identify what niche websites and articles their target audience is spending time on, and then target our Display ads to those sites/pages. When you're looking for scale, you need to be on platforms that have lots of people and an effective way to reach them. Quora could be great if you are trying to reach a small group of highly relevant people who are engaging with specific questions and answers. But if you need to reach hundreds of thousands of people, you need to go to Facebook, Instagram, Google Display, etc.

Depending on the platforms you've chosen, decide on the ad formats (e.g., static, animated, video, carousel). Each format has its strengths and suits different types of messaging and audience engagement.

Nous pouvons choisir des visuels qui valorisent et qui inspirent positivement l'audience. Par exemple, évitons les représentations susceptibles de créer des standards inatteignables. Valorisons l'authenticité dans nos créations. Des témoignages réels créent une connexion émotionnelle. Cette authenticité contribue à renforcer la confiance. évitons la surcharge d'informations et optons pour une mise en page aéré. Certaines affiches sont pensées pour s'adapter à l'environnement ou pour encourager un environnement visuel sain. Par exemple, des affichages éco-responsables qui s'intègrent avec harmonie dans le paysage.

Creating your ad creatives is the fourth step of creating a display advertising campaign from scratch. Your ad creatives are the visual elements that attract and engage your audience. They should be relevant, compelling, and consistent with your brand identity and message.

Once you know "who" you're targeting, you need to understand what their pain points are and then show in your ads how you fix those pain points. Your creative should focus on the person seeing the ad - not on how great you are as a company. Why will someone's life be better if they buy your product/service? Show that solution in your ad. Show how happy other people are who have already bought what you're selling. And show how incredibly easy it is for people to follow their example and take the action you want them to take.

Every platform is different. Some platforms have gotten incredibly good at targeting. Facebook's automated targeting often outperforms our manually-targeted campaigns. However, other platforms, like Reddit, don't have as sophisticated algorithms yet and require a lot of manual targeting. Also, be wary of "add-on" networks that platforms push you to. For example, if you're running YouTube ads Google will automatically opt you in to video partners (websites other than YouTube that display video ads). Microsoft will push you towards their Audience Network. Etc. These networks aren't inherently bad, but they often contains trashy traffic and bot networks - so be careful.

Choose a clear and descriptive name for your campaign for easy identification and tracking. Organize your ads into ad groups based on common themes or target audiences. This helps in better targeting and optimization. Select your audience based on age, gender, income, education. Target users based on specific locations, such as countries, cities, or even specific zip codes. Choose audiences based on their interests, online behaviors, or previous interactions with your brand.. Decide whether to set a daily budget (amount spent per day) or a lifetime budget (total amount spent over the campaign duration). Distribute your budget across different ad groups or target segments based on their performance potential.

In relation with Amazon Ads -Campaign Launch: Activate your display ads on chosen platforms like Amazon Advertising. -Performance Tracking: Monitor key metrics such as impressions, clicks, CTR, conversions, CPA, or ROAS. -Analytics Tools: Utilize tools like Helium 10 or Amazon PI platform for detailed data analysis. -Insights Evaluation: Analyze insights to identify top-performing ad creatives, platforms, formats, or audience segments. -Continuous Optimization: Implement adjustments like pausing low-performing ads, increasing bids for successful keywords, or testing new ad variations for improved results.

Setting up your campaign settings is the fifth step of creating a display advertising campaign from scratch. Your campaign settings are the parameters that control how, when, and where your display ads are shown. You need to configure your campaign settings, such as budget, bidding strategy, targeting options, ad rotation, and frequency capping

Before the digital era, we planned campaigns very carefully, analyzing everything ahead of it and crafting everything to the best of our abilities. We then had to wait for numbers and campaign analyses (an increase in sales, a better brand reputation, etc) sometimes for months. If the campaign was not successful, it was often too late and impossible to change its course. We had to launch a new one. Today, KPIs and the digital allow us to know very fast if our campaign is reaching our target or not. It is a great advantage to be able to correct the course of action of a campaign before it’s end, and it can save the company a lot of money. However, to do so, we need the right KPIs beforehand.

Display Advertising is similar to an outdoor campaign and usually useful for Passive & Topical messages. Things like Diwali Gifting. Festival campaigns for Air Tickets etc are the most often used cases. However in such a situation contextuality is king. So the key driver of success is not just What but also Where the campaign is placed.

No channel is an island! Consider your overall marketing objectives and which channels will best suit your objectives. Understand how your display advertising campaign fits into the broader media mix in order to best target your audience and achieve your objectives. Test and learn to find the optimal channel mix that gets your brand the impact you’re looking for. This might not be purely online - if you want to be where your customers are consider outdoor, retail or any relevant, contextual marketing channels for your brand in addition to online advertising. This way you can find your customers in the most relevant and receptive mindset to consider your products, as well as priming them to achieve even better ad recall when they go online.