In today’s digital world, the success of your marketing can make or break your business.
Display marketing is a part of digital marketing and involves using visual ads like banners, videos, and rich media on websites, apps, and social media.
Choosing the right display marketing agency is key to creating display ads that resonate with your audience and meet your business objectives.
This will help you know how to choose a display marketing agency for your industry.
Table of Contents
What is Display Marketing
Display marketing is a strategy that involves placing graphic ads on websites and platforms to grab your target audience’s attention.
These display ads can be in the form of static images, animated banners, and videos. The objective of display advertising is to create awareness, propel traffic to your site, and generate leads.
Display advertising is part of a full digital marketing strategy. By using display advertising businesses can target specific demographics, increase brand visibility and online sales.
Display marketing agencies specialise in creating and implementing custom display advertising campaigns that meet your business objectives and target your users.
Industry-Specific Requirements
Choosing a display marketing agency with industry expertise is key. Different industries have different challenges, regulations, and target audiences. For example the financial sector has to adhere to strict regulations and security, the fashion industry is all about trends and visual appeal.
A display advertising agency with industry knowledge can suit their approach to meet those specific needs.
For example an agency that knows the healthcare industry will understand the importance of privacy and trust, creating display ads that convey those values.
An agency that knows the e-commerce sector will focus on creating display ads that drive online sales and conversions. By choosing a display marketing agency that knows your industry’s challenges and opportunities you can get more effective and relevant display ads.
What to Look For in a Display Marketing Agency
When choosing a display marketing agency, consider the following:
Track Record and Case Studies: Look for agencies with display advertising experience in your industry. Case studies and client testimonials will give you an idea of what they can do and the results they can deliver.
Technical Expertise and Advanced Tools: A good display marketing agency should use the latest tools and technologies like Google Analytics, marketing automation, and sales CRM systems to optimize display ads and track performance. URL tracking codes are essential for full lead attribution and to measure your campaign’s effectiveness.
Creative Skills and Innovation: The agency should have strong creative skills to design visually appealing and engaging display ads. Innovative ad copy and clear calls to action are key to grabbing your target audience’s attention and conversions.
Full Service: Make sure the agency offers full display advertising services, including strategy development, ad creation, campaign implementation, and performance analysis. They should be able to design landing pages and develop custom landing page strategies to improve user experience and relevance.
Client Support and Communication: Communication and support is key. Look for agencies that provide regular updates, transparent reporting and dedicated account managers. They should be monitoring your display advertising campaigns and making adjustments to optimise performance.
Agency Services and Options
A display marketing agency should offer full service to manage all parts of your display advertising campaign. This includes:
Strategy Development: A custom display network campaign that meets your business objectives and targets specific demographics.
Creative Design: Engaging and visually appealing display ads that grab your ad audience’s attention.
Campaign Implementation: Using the Google Display Network to reach your target users. The agency should know the best display networks for your industry.
Performance Analysis: Using Google Analytics to track your display advertising campaigns and measure ROI. URL tracking codes are essential for full lead attribution and for understanding the customer journey.
Optimization and Support: Monitoring ad campaigns, making data-driven changes, and ongoing support to ensure long-term growth.
By offering these services, a display marketing agency can help you increase your brand, generate more leads, and get higher conversion rates.
Budget and ROI
Knowing the cost structure of display advertising services is key to making a decision. Agencies will charge on different models such as cost-per-click (CPC), cost-per-thousand-impressions (CPM) or a fixed fee. Make sure to evaluate these pricing models against your budget and expected ROI.
Budget vs ROI is key to making your marketing sustainable and effective. While it’s easy to go for the cheapest option, investing in a high quality agency with a proven track record will yield better long term results. Evaluate the ROI based on the agency’s past performance and your campaign’s objectives.
Consider the long term vs short term cost. A more expensive agency might offer better tools, expertise and support and get you higher conversion rates and better overall performance. A lower cost agency might save you money upfront but will get you less effective campaigns and lower ROI.
Agency Communication and Support
Communication is key to any display marketing campaign. The agency should provide transparent and regular updates on campaign performance, including detailed reports and insights. Regular communication means you’re informed and can make changes in real time.
Support is another important aspect. Look for agencies that have account managers who can provide personal assistance and respond to your queries quickly. 24/7 support is a bonus, especially for global campaigns that run across different time zones.
Making sure goals and expectations are aligned is key. From the get go the agency should understand your objectives and work towards them. Regular check-ins and progress reviews will keep everything on track.
How to Choose the Right Display Marketing Agency
Choosing the right display marketing agency involves:
Initial Research and Shortlisting: Research potential agencies and shortlist them based on their expertise, services, and client reviews. Look for companies that have experience in your industry and a proven track record.
Preparing a Comprehensive RFP (Request for Proposal): A detailed RFP outlines your marketing objectives, budget, timeline, and specific requirements. This document helps agencies understand your needs and provides a basis for their proposals.
Interviews and Asking the Right Questions: Interview shortlisted agencies to assess their capabilities, approach, and fit for your business. Ask questions about their experience, strategies, tools, and past successes.
Reviewing Proposals and Making an Informed Decision: Evaluate the proposals based on their alignment, the proposed strategies, and the projected ROI. Consider the agency’s overall fit with your business culture and communication style before making a decision.
Conclusion
Choosing the right display marketing agency for your industry is a big decision that can make or break your business. By understanding display marketing, identifying industry specific needs, evaluating the key qualities and following a structured process, you can find an agency that will deliver great campaigns. Investing time and effort in this process means your marketing is aligned with your business goals and ready for success.
FAQ
What is display in marketing?
Display marketing is using visual ads such as banners, videos and rich media on websites, apps and social media to promote.
What is a display advertising company?
A display advertising company creates, manages, and optimizes visual ads for clients to increase brand visibility and engagement across different digital channels.
Does display advertising work?
Yes, display advertising still works by targeting specific audiences, increasing awareness and getting traffic to websites with other digital marketing strategies.
How do display ads make money?
Display ads make money through various models, such as cost-per-click (CPC), cost-per-thousand-impressions (CPM), and cost-per-acquisition (CPA), depending on the campaign goals and ad network agreements.
What is the difference between affiliate marketing and display advertising?
Affiliate marketing is partners promoting for a commission on sales or leads; display advertising is using visual ads to reach a wider audience for brand awareness and engagement.
