Increase Your Display Advertising with Image Optimization

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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

VS Shop Top Quality Diamond Rings Customize the Ring of Your Dreams. Shop Hundreds of Styles Now! www.ritani.com

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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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.