Display Advertising - Plan & Strategy

Plan

Plan is an important aspect that gives an overall view of your work starting from the creation of an idea to execution of the ad. It resolves the issues and confusion in advance and clears the path to initiate a project.

Identification of Goal

Primarily, you need to identify your objectives and goals. For examples, you need to find the answers of the following questions −

• Do you want to increase only awareness of your company?

• Do you want to sell your products/services?

• What are your target audience?

• Do you want to clear your stock?

• When you want to advertise?

• What are the offers and discount you have?

Target Audience

Once identified your objectives and goals, now define your target audience and their markets. Also research their income level, frequency of shopping, and mediums of shopping i.e. how much they are interested in online shopping.

Geographic Location

What are the geographic regions that you want to cover?

• Develop Team − Identify the right people to work with.

• Set Budget − Your strength depends upon your budget, so set the budget.

• Measurement of Display Ad − Identify what are the tracking and measuring tools that will help you to measure Return on Investment (ROI).

Strategy

Do not confuse strategy with plan; plan is something that you do in-house, but once you come to the market to execute your plan, you need a better strategy. Plan defines what will you do and strategy defines how and when you should do.

The following strategies are helpful to execute your display advertising −

• Market Research − Research your market properly to understand the specific, achievable, realistic, measurable, and time specific objectives.

• Decide the Type of Display Ad − Fix the size, content, image, logo, and call to action. Also fix the type of ad either it would be traditional or line-in.

• Implementation − After a thorough review, put your ad on display.

• A/B Testing − A/B testing is one of the best strategies to improve the productivity of your display ad.

• Tracking − To know the performance and effectiveness of your ad, track your ad. It will also suggest you, where you can improve your ad.

• Result and Feedback − Dont forget to check out the end result and taking feedback. Result will help you to analyze ROI and feedback will help you to further improve your display ad strategy.