Best practices for an optimal advertising campaign
Display advertising can be very effective for brands to gain brand awareness and traffic. However, running a successful display advertising campaign involves many choices and optional settings. In this blog I will provide a few best practices to make your campaign a success. You can also find these settings in your adActivate dashboard.
1. The frequency cap
You don’t want to be that annoying brand that keeps following around users with their ads. Overexposure quickly results in a decrease of campaign results. The frequency cap provides a solution. The frequency cap regulates the amount of impressions that are shown to your target audience during a campaign. By setting a maximum number of views per user per day, you prevent agitating your audience with your ads.
Be careful with setting your frequency cap to low however. Clicks on banners usually happen after a user saw the ad a few times. It is advisable to set the frequency cap between 6 and 12 views per visitor per day.
2. Conversion pixel
Another way to agitate your audience is to continue serving ads to converted customers. This is not only annoying to your customer, it is also a waste of your money. Luckily there is a way to prevent this from happening: the conversion pixel. The conversion pixel is a snippet of code installed on the page where website visitors land after purchasing, for example a thank-you-page. After landing there, the user is excluded from your campaign. You could retarget converted customers with different ads, to up-sell, cross-sell or offer a discount for a next purchase.
Another important advantage of the conversion pixel is that you can measure the number of conversions within your campaign. Not completely unimportant.
Advertisers often make assumptions about what websites their target audience visit. They decide to pre-exclude certain websites from their campaign. A dangerous choice, as their assumptions may be wrong. It can result in a bad performing campaign.
Prevent this by starting your campaign with run-of-network (RON) advertising on premium inventory. RON advertising means that ads are shown on a wide array of websites within the advertising network. After a few campaign days the algorithm shows you exactly where your banners perform best and worst. Next, you can decide to exclude or include certain websites, based on data.