How to Accurately Quantify Display Campaigns?

An easy answer is that judging Display Ads' performance by ROAS or a similar metric is a common mistake.

Picture this: you've got a beautiful display ad crafted carefully. It's got stunning visuals, clever copy, and all the correct targeting. But despite all your efforts, it's just not delivering the ROI you want. Why is that?

Oftentimes display ads as a channel are incorrectly lumped into the category of ‘acquisition’ channels.?

It means that marketers set up the display campaign the same way they’d configure search or shopping.

This creates a misalignment between your messaging, intent, and customer problems.

Besides, you wouldn’t expect a billboard advertisement on a highway to generate immediate sales, right?

Then you shouldn’t expect the same from a static display ad located far from the purchasing touchpoint.?

Not all internet users are actively searching to purchase at this moment.

So Then, What To Expect From Display Ads?

While not the largest, the Google Display Network (GDN) is the most extensive platform to connect with potential customers.

Display Ads on the GDN can be considered Google's version of a social platform, although the audience is more focused on intent rather than social interactions.

However, if your ad messaging centres solely on "Buy Now" or "Get in Touch with Us," then your ads may not be effective.

Get Your Display Ads to Do More than Just Hang on the Web

To create effective display ads, it's crucial to understand the intent of your target audience.

Identify the challenges that different audience groups might be experiencing.

Once that is done, you can then focus on how your business, product, or service can provide a solution to those problems.

It depends on your understanding of your audience and the goals of your advertising campaign.

Align User Demographics and Campaign Goals

For example, at the top of the funnel, you can use display ads to create brand awareness and generate customer interest in the offering. You can create eye-catching ads with a focus on visual design and messaging to create a memorable impression.

For the audience in the middle of the funnel, you can use display ads to reinforce the brand and provide more information about the product or service. These ads can focus on features, and benefits, and also provide social proof such as customer reviews or endorsements.

At the bottom of the funnel, you can use display ads to provide a final nudge or reminder to encourage the customer to take action. You can include special offers, promotions, or a call to action in these ads to encourage the customer to make a purchase.

To get the most out of your display ad campaigns, it's crucial to get your priorities straight and define your goals.

Not sure how to do that? Don't worry, we've got your back (and your ads)!

Our team of Paid Media Experts can help you optimise and scale opportunities. ?

Cracking the Code: How to Get Results from Your Display Ads

You might not see the return on investment from the display ads.

However, the truth is that it completely depends.

On what you’re trying to achieve and what you’re delivering to achieve that.?

To accurately measure the impact of display ads, it's essential to have the appropriate KPIs in place.

To continue on the above example, You need to establish and align different KPIs with each stage of the marketing funnel.

• For the awareness stage, focus on delivering high-impact ads with a wide reach and high viewability.
• For the consideration stage, focus on traffic volume and cost per visitor.
• For conversion, the focus is on sales volume and cost per acquisition.

As per our observation, after we launch display ads, and remain consistent with the messaging for the given target audience, the Direct Traffic starts picking up.

Simply relying on conversion tracking is not enough to establish a trackable return on investment (ROI) mechanism for your campaigns.

You also need to examine Assisted Conversions and analyse the various attribution models that Google provides.

Do Not Forget To Consider View-Through-Conversions

An important aspect that you may be overlooking is the View-Through Conversions.

These are often not enabled on most dashboards, so it's essential to enable them in custom dashboards.?

And based on the impressions you are capturing + the view-through-conversions + assisted conversion funnel, you would be able to judge the real value of the Display Ads.

Why bother with all the fuss, you ask?

Simply put, it's the most cost-effective way to generate impressions, clicks, and conversions. (Not Cheap, But Cost Effective, yes)

While other methods (third-party placements, social media, paid integrations, etc.) may leave your wallet a little lighter, the Google display network provides the biggest bang for your buck.

But standard display images alone won’t cut it. You need videos. Create 6-seconds bumper ads, 15-second non-skippable ads, and a brand video.

But hold up before you hit the launch button.

Take a good hard look at your funnel and really understand it.

By getting a grasp on your media mix beforehand, you'll be able to gauge the true impact of your display ads.

Now go forth and conquer the display ad world, my friend. It's time to make those display ads finally work for you!

You can always rely on us to do it for you. Reach out to our team of Experts on Paid Search .