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Venturing into Video & Display Advertising, any tips or useful resources ?
Posted by on July 2, 2020 at 7:28 amAfter a lot of consideration, our eCommerce company has decided to start looking into Display & Video advertising to help attract new customer but also for re marketing & customer retention. I would really appreciate it if anyone has any useful tips, guides or resources.
Here is the basics of the plan i had in place, please feel free to rip it to shreds and tell me in a bad marketer.
New Customer – We will create a short video to create brand awareness for our range of products and to promote our USP’s & Business Values.
We will use lookalike/similar audiences as well as custom intent & inmarket audiences to get our video infront of potential customers. This will be a max of 3 impressions per user, and the aim will be to get users to click through to a custom landing page.
We will then use more ads (probably image ads) to anyone who has viewed our custom landing page, as they have shown an interest by clicking through, and we will aim to convert these customers.
Remarketing – pretty basic, this will go out to anyone who has visited the website (excluding custom landing pages) and has shown strong intent to purchase. We will look at segmenting this out to what pages they visited to the re marketing message is relevant to them.
Retention – This will be to anyone who has previously ordered to aim to get them to purchase again. Messages will be about product they have brought before, or similar & messages about the company value, and why they should return.
Any comments would be great
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2 Replies
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I’m on board with all this here. It’s a solid plan. But the devil is in the details. Make sure your view and impression frequencies are high enough for brand recollection at TOFU and don’t let them get too high in BOFU. Make sure you’re testing as you go, there’s enough content to refresh when results wane/ad fatigue settles in, and that budgets are set appropriately in balancing return and audience penetration. Best of luck mate.
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What’s your existing site traffic and budget you’re going to decide to display and video?
Existing traffic will determine how much you need to drive in terms of prospecting and retargeting mix.
Budget will determine which platforms you can access as features, capabilities, reach, scalability and cost can require six figure minimums and year contracts for tier 1 direct DSP relationships.
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