How we’re benefiting marketing agencies: Leadrs

Posted by Kimberley Bailey on December 10, 2018 at 2:20 PM

Here at Bannerwise we recognize and understand that the hunt for a solution to your many digital advertising needs can often be arduous and painful.

Of course, you’re not alone in this; many agencies face things like scaling issues, time-consuming processes, and a list of difficulties that are brought on by not having a developer at hand.

But, as corny as it may sound, there is a solution to all of these problems, and we want to show you that the solution actually does work -  with no traps, no tricks, and no pitfalls.

So, let’s introduce you to one of our happy clients - Leadrs - and demonstrate how Bannerwise has made their lives that bit easier.

Meet marketing agency Leadrs

These guys are in the top 20 online marketing agencies throughout Belgium, Netherlands and Luxemburg (or Benelux to some), and for twelve years they’ve been creating high-quality banners for a host of different clients. They pride themselves on producing banners which are not only visually superb, but which are also successfully built to attract the all-important click.

Like many other companies of their kind, Leadrs don’t have any developers in their team which can prove to be an obstacle when it comes to producing digital advertising and that’s a situation which might sound familiar to you too. But Leadrs now know first-hand that this is an obstacle you can overcome - and you’ll find that out for yourself as well.

Problems they faced

Leadrs found that creating the perfect banner ad took up a lot of their precious time (time that should’ve been available to spend on things like A/B testing), and even once the laborious creative process was finished they then found their ads were difficult to scale.

Without any kind of intelligent in-built tool to automatically generate common alterations it was near impossible to edit their banner formats simultaneously, which meant they were restricted to only making static banners or GIF banners and a set of those were taking double the time necessary to create.

As mentioned before, they also had no developers to hand and without this kind of technical expertise they were (as many marketers often are) limited to tools like Google Webdesigner and Adobe Edge which they have to learn to use from scratch (another load of hours spent).

On top of this, before they find a comprehensive and accessible alternative marketers have no real choice but to use Adobe Photoshop…But as you might have discovered, with Photoshop you can’t produce HTML5 banners, nor can you edit different formats easily at all.

Agencies everywhere - including Leadrs -faced identical sets of pains resulting in time-consuming, non-streamlined banner ad production. Therefore they see the number of their clients dwindle because the performance of their banners is limited and because it just takes so long (with traditional tools) to deliver.

This was, of course, before they employed the solutions that Bannerwise offer...

Solutions they found

Once the pains in their production process were recognized and once the shortcomings of their existing tools were identified, Leadrs were in a position to take advantage of Bannerwise’s services - ones which have been created and refined with people exactly like you in mind.

Leadrs found that utilizing the assistance of Bannerwise meant creating animated banners across multiple formats was super easy and really straightforward. They didn’t have to struggle with translating formats or investing too much time in optimizing images or codes. When they wanted to make a change to their banners as a set or for multiple networks or DSP’s they were able to do so in a simple click.

This also encouraged a serious leap in productivity for their company and a hell of a lot more time to focus on things such as versioning and A/B testing, building relationships with clients, and so on.

Let’s not forget performance either… display ad CTR benchmarks are generally really low - we’re talking 0.06% - so it’d take over 1000 impressions to yield just on clicks, therefore improvements and adjustments made, no matter how small, to the performance of a banner ad can make all the difference. Especially in terms of increasing the click-through-rate, higher conversion and lowering cost-per-conversion. With us at Bannerwise you’re also able to conduct A/B testing (amongst others kinds) and Leadrs discovered that because this opportunity is available they make use of it and benefit from it greatly.

The results speak for themselves

It’s clear that we could go on for hours talking about the advantages of using Bannerwise, but we believe it’s best left to our clients - like Leadrs - to explain a few of the ways that choosing Bannerwise has benefited them. After all, they would know!

  • They’ve saved 50% of their production time for static banners alone.

  • They made banner ads with HTML5, instead of Photoshop, making the implementation of changes in different formats so much simpler.

  • They have a lot of extra time to spend on A/B testing and the outcomes are higher conversions, and a great insight into the customer’s behavior and preferences - a valuable opportunity to really listen to the end user.

  • They’re able to create 70% more banners using Bannerwise.

  • They’ve been able to enjoy the fact that customers now feel more inclined to leave the banner ad creation to them.

Bannerwise gives you the freedom, support, technical advantages and solutions to ensure you are able to create the best-performing banner ads with the kind of ease and speed you’ve been hoping for. Oh and we’re a hell of a supportive bunch who will be with you every step of the way and provide fast actioning to your questions.

"We quickly added Bannerwise to our list of favorite tools. As an online marketing agency we regularly need new display ads for our clients and Bannerwise supports us with quickly creating creative banner sets whilst saving time and money."

- Roxanne Groenberg, Senior Internet Marketing Consultant at Leadrs

Irresistible Banner Ads

See, Think, Do: Making display ads relevant

Posted by Tim Fresen on December 10, 2018 at 2:19 PM

Relevance has always been a real topic in advertising. Now that programmatic ad-tech allows us to target our audience with hyper-precision, it doesn’t make sense anymore to show the same ad to all your different target audiences in each stage of the funnel. Key here is to diversify your creatives in order to optimize your campaign results. After all, your creatives are responsible for more than 50% of campaign performance. This makes being relevant the top opportunity this year.

Your creatives are responsible for more than 50% of campaign performance

For example: Showing several products in a dynamic retargeting banner is common practice. However, one of our more recent case studies shows that by showing only the most relevant product, your CPA can be cut almost in half while sales may double. Showing the right ad at the right time to the right person is the way to significantly improved results.

Although  most marketers are well aware that the buyer journey is very personal and diverse, operational cost keeps them from tailoring their ads. This hurdle is an easy one to overcome given the right tech stack. Let’s use a simple example.

A travel company wants to advertise one of its destinations, Berlin, to several key target-audiences, while keeping messaging relevant throughout the funnel. Using the See, Think, Do model, the online marketing manager creates a matrix: The customer journey is on the X-axis and the audiences on the Y-axis. As a side note: It shouldn't matter whether you're using a different model from See, Think, Do, like Touch, Tell, Sell or AIDA. Any of these models can be put on the X-axis.

DEF-TravelRay 2 

In the See stage, the goal is to target as many attention for the destination as possible, with copy that fits the various audiences. A CPM strategy is employed. The Think stage of the campaign aims to attract traffic to the website, paying per click. Finally, a retargeting banner should drive actual conversions, with a CPA strategy behind it.

Creating a total of two templates is enough to create an infinity of relevant creatives

The campaign requires nine banners in total, which can already be a daunting task for any designer. A clever approach is to create two templates: One for both the See and Think phase, the other for the Do phase. A total of 2 hours is needed to create the templates. Once finished, the different versions are created in a matter of minutes.

Using this setup, creating relevant ads is easy. An even leaner approach would be to test this approach for one audience only, allowing you to save time and money on the trafficking and ad spend. When the approach proves successful for the first audience, it’s time to reproduce for other audiences. Finally, you could choose to go live with one banner set at the time: The See banners in week one, the Think banners in week two and the Do banners in week three.

A travel agency typically has a lot more destinations than just Berlin. Following this approach, offering 100 destinations would require creating 900 banners. In this scenario dynamic creative optimisation (DCO) would be the perfect solution. Simply set up you product feed for display advertising and connect it to the two templates. Both Adroll and Google have very interesting features for dynamic prospecting.

Automation with dynamic retargeting and prospecting ads.

By setting up both your prospecting (See, Think) and retargeting (Do) ads as dynamic creatives, each individual banner will create itself, pulling in the relevant imagery, messaging and pricing from the feed. Your display ads will be hyper relevant while your time investment is reduced to a minimum. 

Need help setting up your campaigns this way? Feel free to contact us for some one-on-one sparring.

Irresistible Banner Ads

Why it’s time every marketer starts using a Creative Management Platform

Posted by Kimberley Bailey on December 10, 2018 at 2:18 PM

Ask yourself this… Do you want to produce creative and successful digital ads?

Would you appreciate a simplified production process? Do you agree that relevancy is the key to successful display campaigns? Do you strive for consistency across all your advertising channels? Is time something you don’t have an infinite amount of?

‘Yes’ to all the above? Then it’s high time you start using a Creative Management Platform.

The fact is that as a marketer you’d be missing out in a big way if you weren’t implementing the use of a Creative Management Platform (CMP). So, let’s take a look at what exactly a Creative Management Platform is, what features it has, and why you need it.

What is a creative management platform?

In a nutshell, a Creative Management Platform (CMP) is a unique solution that allows marketers to create, publish and update their digital advertising content as simply and as effectively as possible.

Marketing teams around the globe work in tandem with their creative and media counterparts on CMPs. The workflow here is typically that a base creative template is put together based on the companies brand identity. Once that template is implemented into the CMP, the marketing teams for different business units or in different regions can create new versions of the ads, or in different languages, for example.

Every marketer has their own priorities when it comes to display ads, and whether it’s increasing your return on investment (ROI), ensuring brand consistency across multiple platforms, having the ability to change your message in real time, or guaranteeing your digital campaigns are tailor-made and accurately targeted, a CMP will be able to execute all of these actions.

A CMP has a multitude of features; some focused more on what it gives you the room to perform and some more focused on what it directly provides for you.

What can a Creative Management Platform allow me to do?

  • Build creative digital ads quickly and easily

In just a few clicks and even fewer minutes you can have a set of high-quality banner ads up and running, without the need for advanced technical and design skills. And not just banner ads for your display campaigns, but also for other channels like social media.

The beauty of a CMP is that all tools are together in one place; it has an arsenal of the newest technologies for you to produce successful and creative ads without the dizzying complexities and need to utilize different platforms and formats.

As well as a simple building process a CMP offers, as standard, automatic optimizations for text, full control of file-size, and painless image resizing and formatting.

  • Allow you to edit content in real-time

Publishing feels like crossing a crucial finish line but of course it’s far from the end...

A CMP understands this and provides the vital opportunity for you to update and edit your banners once they’re live. You’d be able to make real time, on the spot improvements - whether that’s adding or removing text, tweaking images, or adjusting videos. A first-rate CMP is hosted in the cloud and, as such, amendments will be refreshed across your whole campaign immediately while it’s live and running.

  • Scale your campaigns efficiently

It’s likely that you’re not just creating one banner for one device, on one platform, in one language, for one market so it’s important that a CMP has to make scaling straightforward and speedy.

Logic would suggest that the more banners you build the more intelligent a CMP’s optimization should become. Correct. And with this capability worked into the process you can scale and tailor from one master design by taking advantage of an adjustive algorithm geared to intuitively generate certain common edits (such as image sizing) simultaneously. No need to complete drawn-out, tedious and repetitive alterations. Time = saved. Sanity = preserved.

  • Lets you optimize your ads

At Bannerwise campaign optimization is high on our list of priorities, as it probably is for you too. And CMPs are created to assist you with that.

CMPs give you a look into what exactly is doing the best job at driving the performance of your ads, such as its graphical features (your images, colors, fonts, videos and so on), your CTA, or perhaps the size of the campaign, and then allows you to optimize that.

A CMP can also be used as an optimization tool so A/B testing, Split testing and Multivariate testing is easy to carry out.

For example, when A/B testing you can simultaneously run two alternative ad variations of your campaign (for example a boy using your product and a girl using your product) and analyze their results instantly.

Apply that core method to multivariate testing whereby you can look at more variables than A/B testing (which has just one element changed) with the option to change multiple elements of an ad and then assess their interaction with one another.

As for split testing, this will take place early on in the optimization process in order to test different ad concepts - for example an ad with an image and text against an ad with text alone. Once those are tested in comparison with one another the other two types of tests can be used to optimize further, once you know which concept works best.

This process can be done across all devices, platforms, markets and any other variants. Plus, let’s not forget, all of these optimizations can be performed instantly.

What does a CMP offer?

  • Control over your brand identity

You’ve spent a lot of time and effort creating your brand. It isn’t always an easy job but it’s incredibly important, and a slight change in the color tone or font can screw up consistency and, let’s face it, branding altogether. Consistency of identity is key. With a CMP like Bannerwise (and the help of a CMP cloud library) your logo, images, custom fonts, and visuals can be easily stored and easily accessible to make sure banners fit your brand guidelines 100% of the time across all areas.

  • Enhance your message with rich media

Want to add some animations to your campaign? Going to feature a video in your ad, or perhaps include slides? Then, with a CMP, the only skill you’ll need to master is dragging and dropping. No seriously, it’s as simple as that. A CMP has rich media built into it so it handles your HTML5 coding and works more like adding a widget, making it far quicker to produce. Scalability in this area is made far easier too as a result.

  • Streamlined collaboration within teams

No man is an island and the design and creation of display advertising campaigns is a collaborative effort between teams in-house and other individuals, and thanks to CMPs being cloud-based it means you can cut out back and forth emailing (with millions of attachments) because it’s all accessible via the cloud instead. Whether the ad needs to be amended by the graphics team, the copywriter or the designer this can all be done instantly and directly.

This ironed-out process grants you complete control and flexibility. It also means that your clients, with access to their own account in the cloud, feel empowered and up to date.

  • Increased ad relevancy with data feeds

Imagine a file that holds a list of your products and all the attributes of those products - such as title, price, images, marketing copy etc. Now imagine in that same file is all the information on the format in which those products must be sent to the ad networks. All of this information is well-structured and neatly organized, and all of this information can be updated in real-time. This is a data feed, and creating one takes up hardly any time.

Having all of this information consolidated in one place promotes consistency across channels and means that distribution across channels can happen quickly. It’s an incredibly streamlined way to participate in multi-channel advertising.

Having an up-to-date and easily accessible file like this can do wonders for increasing the visibility of your product across various channels, therefore more consumers can - and will - be reached.

We know that’s a great deal of information to take in but like any other impressive technology there’s a lot to talk about and a Creative Management Platform is no different.

Bannerwise are here to provide the solution for digital marketers.

Irresistible Banner Ads

Why AMP ads matter in display advertising

Posted by Andy Hoek on October 10, 2018 at 4:46 PM

Before I joined Bannerwise as marketing manager I worked as a digital marketer both as a freelancer and for large corporates. I've been in this game for over ten years now, so before the transition to the mobile web.

Looking back at the launch of the iPhone and the launch of Android we see it as a revolution, and it was. But it was also a time of everybody trying to figure out the mobile web. Mobile apps were new and responsive websites hardly existed.

Granted, early versions of Windows already existed but barely anyone used those except some corporate employees. And Blackberry was really a messaging platform and not a true smartphone as we know it today. Let's just forget about the nightmare that was mobile JAVA apps.

We've come a long way since then and what has become increasingly important on the mobile web is performance. Back then people were willing to wait because the entire experience was new, not so much nowadays.

The AMP Project

That's the reason why Google launched the AMP Project in 2015. AMP stands for Accelerated Mobile Pages, and that's what it's about: fast mobile websites. These are web pages written in AMPHTML for blisteringly fast performance.

However, display ads have been lagging behind. While mobile websites can be blisteringly fast ads are painfully slow. This is where AMP ads come in.

In a nutshell, AMP ads build upon the core of AMP pages to deliver a better ad experience. They are faster, lighter and safer than traditional HTML5 banner ads. This improves viewability and increases ad performance and trust.

AMP ads are fast, very fast!

Take a look at this comparison from Instapage:

Google AMP ads comparison

The regular banner ad on the left takes more than three seconds to load while the AMP ad on the right takes half a second. Now we all know what ad performance means for clicks, conversions, and monetization, right?

You can imagine visitors scrolling down the page without ever having seen your ad. If they can't see it, they won't click on it. This hurts both advertisers and publishers. But not so with AMP ads because of their speed.

AMP ads are lighter and safer

Lighter ads provide a better user experience. Why? Not only because they load faster but also because they don’t use as many external resources like javascript libraries. Therefore there is less chance of errors and broken ad experiences.

AMP ads are served from the Google AMP Cache which acts as a content delivery network for all AMP documents. This comes with a built-in validation system that eliminates the risk of malware being spread by ads.

No risk of malware and broken ad experiences builds trust for brands using AMP ads.

AMP ads are not only for AMP pages

You may think that AMP ads are just for AMP pages, but this isn’t the case. Just as you can show HTML5 ads on AMP pages you can show AMP ads on regular websites.

This means you can use the advantages of AMP ads on regular websites, which is good for both publishers and advertisers.

Imagine the increase in revenue when ads load three times as fast when you're a publisher. And for advertisers, think about the increase of views you'll have on your ads.

Google Ads restrictions

Besides their speed, there is another reason why you should use AMP ads. Recently Google has restricted the use of HTML5 ads on their advertising platform. Even if you could use HTML5 ads before you may now find that you can't anymore if you don't meet their guidelines. Several Google Partners have been severely hit by this, with their customers left standing in the cold. One of these restrictions is having to spend a minimum of $9000 per account and the account has to be more then 90 days old before being automatically approved for HTML5 banner ads. This is an amount that many smaller advertisers never reach. It is possible to apply for HTML5 ads if you have a lifetime spend of more than $1000, but from what I understand from agencies that have done this is that it takes a long time and that you get little feedback from Google.

AMP ads are a way to avoid this because they can be used on Google's ad network without the restrictions placed on HTML5 ads.

Are you ready to start using AMP ads?

Fast performance, better user experience, and increased views are great reasons to start using AMP ads. In fact, if you use Google Ads for display advertising why not switch over from HTML5 ads to AMP ads altogether?

However, because AMP ads are written in AMPHTML creating them without needing a developer is tough. And even with a developer, it can take a long time.

This is where we come in!

With Bannerwise it's now possible to create AMP ads for Google Ads just as easy as it is to create HTML5 banner ads.

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Do you know how your campaigns are performing?

Posted by Tim Fresen on September 21, 2018 at 10:53 AM

Here’s a question:

What insights do you have on how your ad campaigns are performing compared to your competitors? Using Google’s Display Benchmarks Tool and some Wordstream articles we have answered this question for you.

In 2016, the benchmark CTR for paid search ads was 2.14% and 0.41% for display ads. Interestingly, the tables turn when it comes to remarketing. Here, the CTR benchmark is 4.29% for search ads and 6.15% for display ads.

What’s your point, you may ask? Well, for those of you that are not hitting these numbers, there is a job to be done. For those of you who are, what’s to stop you from doing even better? Either way, we’d like to share some simple ideas about how you can improve your ad campaigns.

DEF-campaigns_performing_-_1200x628

 

Counting on your first banner design to deliver is a huge mistake

Studies show that we get our first design right only 8% of the time. Differently put, there’s a 92% chance your banners aren’t performing as well as they could. Display ads simply aren’t tested as often as text ads. This isn’t that surprising. A while ago, A/B testing display ads was a costly and time-consuming endeavor. However, with some simple tooling, you can test your display ads just as quickly as you would test your search ads. A great place to start would be to test the basics of your banners such as the copy, your call to action, and the colors and images used in your ad. Testing these basics will help you clarify the assumptions you have about your target audience.

What to test for

When creating a display campaign you will have some assumptions on what content or colors will work best for the target audience you are trying to address. In the example below the effect of color on CTR is tested (courtesy of defransekamer.com, check out more of their awesome work on their website):

do-you-know-how-your-campaigns-are-performing-1

The initial assumption was that red would be the most eye-catching color since it has the best contrast. As expected, red outperformed blue by 50%. Surprisingly, red didn't outperform grey. This simple test shows that the highest CTR is yielded by banners that display products that consumers actually see themselves buying. After all, how many red and blue cars do you see driving around as opposed to neutral colored cars?

Knowledge gained by continuously testing your assumptions will lead to a better understanding of what resonates with your target audience and ultimately helps you to continuously improve the performance of your future campaigns.

Display ads have dramatic effects on conversions when combined with search

Traditionally, display is seen as a brand recognition mechanism and paid search as a conversion mechanism by marketers. Now that programmatic is common practice, display and search should no longer be planned in isolation. Studies show that display advertising has dramatic effects on conversions when combined with search. Microsoft reports a steady increase in paid search impressions (54%), clicks (72%) and conversions (47%). Moreover, a 2014 Harvard study reports a return of €1.24 for display and €1.75 for search ads for every €1 invested in display and search.

do-you-know-how-your-campaigns-are-performing-2

How you’re leaving money on the table

Not accounting for the synergy of search and display ads can lead to overspending on some actions and underspending on others, leaving money on the table. Going about harmonizing both disciplines starts at the planning phase of your marketing campaign. Outline your overarching campaign goals and then aligning your search and display ads towards these goals. Here’s how you could cover your whole customer journey:

do-you-know-how-your-campaigns-are-performing-3

Make sure to align the theme of your search campaign with your display campaign, by using the same copy in both your search and display ads. This ensures consistency in your messaging which in turn promotes trust. Another quick win is to re-target on search words with matching display ads, allowing you to upsell/cross-sell those who don’t convert. Finally, take into account all these efforts when analyzing your results. Don’t analyze each campaign as stand-alone. A display ad may not produce clickthroughs, yet may still play a critical role in influencing a purchase.

Conclusion

Talking to online marketers on a daily basis, I’m increasingly surprised that most seem to lack serious insights on the performance of their ad designs and, with that, in what resonates with their audience. Although I didn’t make any calculations, I feel comfortable claiming that 60% or more just don’t know. There are solutions for the disproportionate amount of energy that marketers believe to be required for setting up enough creatives to generate meaningful data. These solutions not only make marketers’ lives easier but help them learn more about their audiences and generate more revenue.

Irresistible Banner Ads

How to solve the problems of banner ad creation

Posted by Kimberley Bailey on September 18, 2018 at 3:12 PM

We’re all guilty, despite doctors staunchly advising against it, of searching for answers and remedies to our ailments online.

We have a mysterious pain somewhere and we ask ourselves what is it? Is it common? How do I fix it? And what’s it going to cost me?

No matter where we feel the pain that leads us to a daunting search, it’s really the hunt for the right answer and the fear of not finding the right solution that is always ultimately the biggest pain, in the arse.

At Bannerwise we know that, by and large, display marketing comes with its own aches… But more importantly, we know that it doesn’t have to.

How to solve the problems of banner ad creation

Problems you’re facing (the symptoms)

It’s likely that we don’t need to remind you of the pains felt in developing banner ads, but humour us and see if the following list of frequent roadblocks sounds familiar to you…

  • Feeling like you always need a developer by your side to make even small changes to your ads
  • A production process that takes up way too much of your time
  • Not enough freedom to experiment and play around during the creation process
  • Limited flexibility to adjust creatives while campaigns are running
  • And finally, a burning sensation… in your company’s pocket.

We’re going to hazard a guess that you’re not plagued by just one of these problems and that’s due to the fact that they rarely exist in isolation. There’s a chain reaction amongst a lot of these issues and this contributes to why something that should (and can be) so simple can appear to be a kind of overwhelming process, with an unsatisfactory result.

So, let’s take a look at the scenario forever niggling away at you…

What these problems look like (the patient’s story)

Unfortunately it’s not that rare to feel like creating a banner ad is something you can’t do without the assistance and knowledge of a developer, and this is could be because of the switch the advertising industry made from Adobe Flash to HTML5.

Let’s face it though, whatever the reason, manual coding isn’t a skill set that all possess (obviously)… So this means that outsourcing from a internet agency, or harnessing the talents of your in-house developer are basically the only two options you have to get your beloved banner up and running.

However, these developer requirements carry with them their own list of barriers too (because that’s all you need, huh?).

For sure, these super smart guys and girls are able to provide you, in a technical and practical sense, with the kind of banner you have in mind, but what about everything outside of the intricate, secret language of coding?

What about the endless meetings and discussions that can arise during the production process? Isn’t there the sense that once published you are committed to stick with what’s now live, ‘til death do us part? Do you truly feel you’re able to manage, measure and optimise the success of your banner?

It’s understandable that all of these questions could be giving you a headache. That’s all without reminding you of the cold, hard fact that creating even the most simplest of ads costs you time and money, both of which you might not have or may not be willing to spend.

When these problems aren’t solved (without treatment)

A niggling pain turns into a chronic pain without doctoring, right? You wouldn’t ignore a growing, ugly rash (or perhaps you would and – although we’re not medical experts – we’d advised you get that checked out) so, similarly, there’s no need to allow your current banner ad problems go untreated either.

“Making do” or settling for inadequate banner production builders, designs or management tools mean that you, as the marketer, have a product you’re unhappy with and a myriad of anxieties you’ve acquired throughout the production journey.

All in all, Bannerwise reckons you’ll be left feeling pretty under the weather and in need of a stiff drink (first round is on us, you deserve it).

How to solve your issues (the prescription)

Admittedly symptoms are often far easier to identify than they are to heal but Bannerwise understands that unmanageable banner ad production is unacceptable, and this has driven us to provide you the best way to cure them (no creams required).

Bannerwise is as empathetic as they come when it comes to your struggles and has revolutionised the whole process of building your banner campaign; from the steps it takes to produce, the time is takes to do it, the final result and the post-analysis.

The idea we have is that it’d be far better for you to get your banners out there in the most efficient, simple and successful way possible, by driving past all the complications and considerations and raising your middle finger to all the roadblocks laid out by other, current, out-of-touch banner ad systems.

Irresistible Banner Ads

Dynamic banner ads: make your target fall in love with you!

Posted by Lotte Bögels on February 14, 2017 at 1:57 PM

Get cozy with your customers this Valentine!

Valentines is the day of the year for the online marketing industry! It’s the one day when millions of people show their loved ones they care – regardless of their budget. It has become an absolute marketing and money making machine. But how do you make sure that your customers choose your product or service instead of your competitor’s?

Dynamic_banner_ads

Dynamic retargeting

Out of sight, out of mind – to establish a successful relationship with your beloved customers, never leave their side as they swoop over the internet. For several years it has been possible to retarget your audience with static banners: ads that display fixed content. However, in these data-driven days we collect a lot of additional information from our visitors – how can I use this information to improve my sales?

Dynamic display campaigns draw on an individual shopper’s browsing history. Let’s say your potential customer looked at some of your products/services, maybe he/she even put something in his/her shopping cart. Unfortunately, the customer left without buying anything. Based on your product feed, your dynamic retargeting ads will display the products that your target viewed on your website. This interesting for two reasons:

1 – The content is specifically personalized for this individual which makes this person more likely to click on your ad.

2 – Because these creatives are personalized, they always have relevant content which makes it possible to win the programmatic ad auction – at a much lower cost.

Valentine’s Day is a great time to start dynamic ad campaigns: compared to static banners, these ads are 2x to 4x more effective, writes Gabriele Kunert, chief marketing officer at QuarticON. Dynamic banners will lower your CPC, and improve your CTR!

How to create my dynamic banner ad

Creating a dynamic ad isn’t hard at all. Start with creating a product / service feed, based on your product catalogue. This can be an XML file, CSV or other format. A great tool for creating and maintaining product feeds is Channable.

Now it’s time to build your banner. Create a custom template with static and dynamic elements. Static elements can be a logo, intro message and call to action button. The dynamic elements can be the product selected for the user, product info and price. Finish with linking the dynamic elements to your product feed. With Bannerwise you can create your animated dynamic banner set in a matter of minutes!

Finally, set up your dynamic campaign in your ad network. Currently Bannerwise is compatible with Adform, Google Adwords, Google Merchant Center and DoubleClick. When your campaign is live, the ads are created automatically in real time. They will display the personalized product, price, discount and other important characteristics of the product.

Dynamic banner ads: make your target fall in love with you!

To illustrate how cool personalized campaigning can be, check out this awesome dynamic campaign created by Adcombi for Cornetto! They used dynamic retargetting to surprise the ice-cream lovers with a personalized love message – the campaign was a great success!

Happy Valentine's Day!

Irresistible Banner Ads