Content Marketing

Achieving Maximum Impact with a Multi-Channel Display Advertising Strategy

Christine Buan

June 13, 2024

The best ads resonate on a personal level, and science-backed display advertising has become a powerful tool for businesses to connect with their target audiences and drive conversions.

Its ability to go where people are is a boon to all marketers. By strategically placing visually appealing ads across various websites and platforms, businesses can achieve multiple results. Increasing brand awareness, generating leads, and ultimately boosting sales through display ads, however, aren’t within reach with mere synthesized ad placements.

Display advertising, when employed as a standalone strategy, can still yield favorable results. However, by seamlessly incorporating it into a comprehensive marketing ecosystem, you can harness the synergies of multiple channels, creating a harmonious and impactful campaign that resonates with your target audience on multiple touchpoints.

This article will go into the intricacies interplay between display advertising and various other marketing disciplines, providing you with actionable insights and strategies to elevate your campaign’s performance and achieve unprecedented levels of success.

Maximizing Impact with Multi-Channel Strategies

Consumers are constantly bombarded with a deluge of marketing messages from countless brands vying for their attention. To stand out in this crowded and content-saturated market, it is imperative to adopt a multi-faceted approach that leverages the strengths of diverse marketing channels.

Each marketing channel possesses unique strengths and capabilities, catering to different stages of the customer journey and addressing varying consumer preferences. Remember, different mediums beg different considerations and consumption patterns. This is why display ads are the perfect marketing strategy to personalize your messaging through each channel. Its real value lies in its ability to target specific audiences and deliver personalized messages. You can amplify your message, reinforce your brand’s value proposition, and drive conversions. Consider utilizing all channels while tailoring your content for maximum engagement.

Enhancing Display Ads with SEM

Display advertising is the art of blending creativity with data to create impactful and engaging ads, and SEM is like a bridge that connects businesses with their potential customers, helping them reach new heights of online visibility and success. With insights into specific geographical locations, demographics, and user search intent, you can maximize your display advertising to increase targeted visibility.

The synergy between SEM marketing and display advertising allows you to be in front of potential customers when they are actively searching for products or services you offer.

Retargeting campaigns: Leverage display advertising to retarget users who have previously visited your website or interacted with your brand. This strategy can be highly effective in nurturing leads and encouraging conversions by keeping your brand top-of-mind.
Keyword-based targeting: Align your display advertising campaigns with the keywords and search terms used in your SEM efforts. This approach ensures that your ads are displayed to users who have already expressed interest in your products or services, increasing the relevance and effectiveness of your campaigns.
Remarketing lists for search ads (RLSA): Combine the power of search and display advertising by creating remarketing lists for search ads (RLSA). This tactic allows you to tailor your search ads and bids based on users’ previous interactions with your display ads, enhancing the personalization and relevance of your campaigns.

Digital marketing isn’t digital without leveraging social media platforms. While social media platforms have evolved into powerful marketing channels, by and by, it is no longer about the stuff that you make, but about the stories you tell. In retrospect, smart display advertising strategies should not be about selling a product; they should be about telling a story.

Social media, too, offers businesses unprecedented opportunities to connect with their target audiences on a personal level. By leveraging social media in tandem with display advertising, you can amplify your reach, foster engagement, and cultivate a lasting brand impression.

Audience targeting: Leverage the wealth of user data available on social media platforms to precisely target your display advertising campaigns. These platforms offer robust targeting options based on demographics, interests, behaviors, and more, ensuring that your ads reach the most relevant and receptive audiences.
Influencer marketing: Collaborate with influential personalities or thought leaders in your industry to promote your display advertising campaigns on social media. Influencer endorsements can lend credibility to your brand and amplify the reach of your campaigns, tapping into highly engaged and loyal audiences.
Social proof and user-generated content: Incorporate social proof and user-generated content into your display advertising campaigns. Showcasing positive reviews, testimonials, or user-created content can significantly enhance the credibility and appeal of your ads, fostering trust and driving conversions.

Combining Email Marketing with Display Ads

Email has an ability many channels don’t: creating valuable, personal touches at scale. Moreover, email marketing remains a powerful and cost-effective channel for engaging with your B2B audience and driving conversions. Together with display advertising, businesses can launch a highly successful campaign. These two complement each other best. In terms of reaching and engaging a wider and specific audience.

Email marketing allows businesses to directly communicate with their target audience through personalized emails, while display advertising extends the reach of the message through visual ads on various websites. Additionally, email marketing and display advertising can work together to retarget visitors who have shown interest but did not convert on the initial visit. By utilizing tracking pixels and cookies, businesses can identify these visitors and retarget them through display ads as well as personalized email campaigns, increasing the chances of conversion.

By marrying email marketing and display advertising, not to mention a science-backed email distribution solution, you can create a comprehensive and personalized experience that nurtures leads and encourages customer loyalty.

Segmentation and personalization: Leverage the data collected from your email marketing efforts to create highly targeted and personalized display advertising campaigns. By segmenting your audience based on their interests, behaviors, and preferences, you can deliver tailored ad experiences that resonate with each individual, increasing the likelihood of engagement and conversions.
Lead nurturing: Utilize display advertising to nurture leads generated through your email marketing campaigns. By presenting relevant and compelling ads to these prospects, you can reinforce your brand’s messaging, address their pain points, and guide them further along the customer journey.

Strengthening Display Ads with Content Marketing

Good content always has an objective. It is and should be created with intent. It, therefore, carries triggers to action. And what do display ads exist for? Urge customers to take action.

However, display advertising is not just about impressions and clicks. Just as content marketing is about targeting leads in all stages, display ads is about creating brand awareness and driving customer loyalty. Together, both can be a powerful strategy for attracting, engaging, and retaining customers.

Creating valuable, informative, and engaging content is the goldmine of any content marketing strategy, and together with display advertising, you can amplify the impact of both strategies and drive exceptional results.

Content promotion: Leverage display advertising to promote your high-quality content assets, such as blog posts, whitepapers, or webinars. By strategically placing ads on relevant websites or platforms, you can increase visibility and drive more traffic to your content, ultimately generating more leads and fostering brand awareness.
Native advertising: Native advertising, which seamlessly integrates sponsored content into the user experience, can be an effective way to promote your content while providing value to your audience. By partnering with reputable publishers or platforms, you can deliver your content in a non-intrusive and engaging manner, enhancing its credibility and resonance.
Remarketing and retargeting: Utilize content syndication and display advertising to retarget users who have engaged with your content but have not yet converted. By presenting them with relevant and compelling ads, you can nurture these leads and guide them further along the customer journey, ultimately driving conversions.

Optimizing Your Website for Better Display Ad Conversions

Display advertising is not just about getting your message across, but about creating a memorable experience that leaves a lasting impression on your audience, and that starts with your website. Display ads might be driving traffic and awareness, but all roads lead to your website pages.

Regularly optimizing your website is a must to ensure a seamless and compelling user experience.

User experience optimization: Ensure that your website provides an exceptional user experience by prioritizing intuitive navigation, fast load times, and responsive design. A seamless and user-friendly experience can significantly enhance the chances of converting visitors into customers, making the most of the traffic generated by your display advertising efforts.
Clear call-to-actions (CTAs): Incorporate clear and compelling call-to-actions (CTAs) throughout your website, guiding visitors towards desired actions such as making a purchase, signing up for a newsletter, or requesting a quote. Well-designed CTAs can significantly improve conversion rates and ensure that your display advertising campaigns yield tangible results.
Continuous testing and optimization: Regularly test and optimize various elements of your website, including layout, design, copy, and CTAs. Leveraging data-driven insights and user behavior analysis can help you identify areas for improvement and make informed decisions to enhance the overall effectiveness of your website and display advertising campaigns.

Essential Metrics to Measure Display Advertising Campaign

Display advertising, too, is a science. It requires constant testing, analyzing, and optimizing. To truly understand the effectiveness of your display advertising campaigns and make data-driven decisions, it is crucial to track and analyze key performance metrics.

Impressions and reach: Track the number of times your ads are displayed and the number of unique users exposed to your campaigns. These metrics provide valuable insights into the visibility and potential reach of your display advertising efforts.
Click-through rate (CTR): Monitor the click-through rate (CTR), which measures the percentage of users who click on your ads after being exposed to them. A higher CTR indicates that your ads are resonating with your target audience and effectively driving engagement.
Conversion rate: Closely track the conversion rate, which measures the percentage of users who take the desired action (e.g., make a purchase, sign up for a service, or fill out a form) after clicking on your ad. This metric is crucial for evaluating the overall effectiveness of your display advertising campaigns in driving tangible results.
Cost per acquisition (CPA): Calculate the cost per acquisition (CPA), which represents the average cost of acquiring a new customer or lead through your display advertising campaigns. This metric helps you assess the return on investment (ROI) and profitability of your campaigns.
Brand awareness and recall: While more challenging to measure, it is important to track the impact of your display advertising campaigns on brand awareness and recall. Surveys, social media engagement, and website traffic analysis can provide valuable insights into the effectiveness of your campaigns in building brand recognition and resonance.

Harnessing Intent Data for Effective Display Ads

Harnessing the power of intent data has become increasingly crucial for delivering highly targeted and effective display advertising campaigns. Intent data provides valuable insights into the online behavior and purchase intent of potential customers, enabling businesses to tailor their messaging and targeting strategies for maximum impact.

DemandScience’s ABM Display Solution is a game-changer in this regard, offering a powerful and data-driven approach to display advertising. We leverage proprietary intent data and advanced analytics to empower businesses to identify and engage with the most qualified and receptive audiences, driving higher conversion rates and maximizing return on investment.

Our Display Advertising solution leverages a robust data ecosystem, and advanced machine learning algorithms to analyze vast amounts of online data, including search queries, website visits, and content consumption patterns. This analysis provides deep insights into the intent and interests of potential customers, allowing for highly targeted and personalized display advertising campaigns.

Our powerful intent data and advanced analytics enable you to identify and engage with the most qualified and receptive audiences, driving higher conversion rates and maximizing your return on investment.

Conclusion

The true power of display advertising lies in its seamless integration with other marketing channels. This holistic approach not only amplifies the impact of your display advertising campaigns but also fosters deeper connections with your customers, nurturing trust and credibility. Remember, the key to maximizing the performance of your display advertising campaigns lies in continuous optimization, data-driven decision-making, and a willingness to adapt to the ever-changing digital landscape.

Embrace the synergy of multiple marketing channels, and embark on a journey towards display advertising excellence, where every touchpoint resonates with your audience and drives tangible results for your business.