How can display advertisers align their strategies with the customer journey and the marketing funnel?

It's all about touch points right? Display is a great way to subtly get into the mind of your prospect. Good marketing in this stage leaves your prospect saying "I see you all over the place!"

his initial phase focuses on making potential customers aware of a product or service. Advertisers can use visually engaging and informative display ads to capture attention. For instance, they might create eye-catching banner ads or video content that introduces the brand or highlights key features. In this stage, it's crucial to build brand recognition and spark curiosity. Advertisers should leverage creative visuals and concise messaging to communicate the brand's unique selling points. Targeting is also vital; advertisers can use demographic and interest-based targeting to reach audiences most likely to be interested in the product or service.

En pleine campagne de lancement, j'ai optimisé la visibilité d'une start-up technologique en ciblant des forums et des blogs spécialisés. Les retours ont été instantanés : un bond de 75% en termes d'impressions et une reconnaissance accrue dans un secteur niche.

The awareness stage is the first chance you get to introduce your brand to prospective customers - two things are key here; - Volume with relevancy: You've got to get in front of the right people as many times as possible, using WoW engagement figures and drops to monitor ad fatigue as a signal to dial it back or switch things up. - Creative/messaging: This is theoretically the first time a user is ever seeing your brand name, logo, imagery and products. It's so important that this is a positive first interaction that says "Hey, this is who we are and what we do" and isn't hyper focused on pushing for a sale or asking for their personal data in that first touch.

Display advertising is the director that orchestrates the grand opening act of the marketing journey, captivating audiences and drawing them into your brand's narrative. It is your spotlight, shining a beam of light on relevant websites, apps, and social media platforms, and amplifying your message to those who may not yet know they have a need for your product. With a variety of targeting options and metrics to guide you, display advertising sets the stage for a journey filled with discovery, engagement, and conversion.

In my experience, using display within the awareness stage is vital to getting your brand in front of as many of your potential customers as possible. With the endless reach of display, you can connect with your customer base in authentic and innovative ways! The key here is making sure that while this is an awareness tactic, you are still going after your brand’s audience!

I've seen is a campaign I worked on for Cookr. We used eye-catching visuals and snappy headlines to grab attention. Our ads were strategically placed on relevant websites and social media platforms, ensuring they were seen by the right people. The result? A significant increase in brand awareness and, ultimately, new customers who hadn't even realized they needed Cookr in their lives until our ads showed up.

Your audience is looking at options, make sure yours stand out! Focus in on using tracking during this stage. It's important to pay attention to first click vs last click attributions later on

During this stage, consumers are actively researching and evaluating options. Advertisers should focus on creating visually compelling and informative display ads that highlight key product features, benefits, and unique selling points. For instance, an online furniture store could use display ads showcasing a variety of furniture sets, accompanied by customer reviews and details about materials and customization options. By providing relevant information and addressing potential concerns, advertisers can guide consumers through the Consideration stage, building brand awareness and influencing purchase decisions.

Consideration is where users will spend the bulk of the time - they're trying to decide what product/service they actually want and need, what price range they're in and which brands they're willing to buy from. A strong, budget backed testing approach is key here: There's a million different iterations of imagery, copy and call-to-actions that could potentially work to convert each individual user - you need to find the combinations that perform best for your product/service.

Lors d'un pivot stratégique, nous avons réorienté notre campagne vers des contenus de blog approfondis, accompagnés de témoignages clients. Cette approche a doublé notre taux de clics, prouvant l'efficacité d'un contenu authentique et engageant pour renforcer la considération.

One of the best things I hear is someone who is actively interested in making a purchasing decision and they remember my ad from the awareness stage! Tracking is key here given that your audience is now interested and your brand is top of mind!

The consideration stage is a crucial part of the customer journey where potential buyers weigh options and explore possibilities. Display advertising can be your guide, leading audiences through this process with finesse and precision. By providing informative and engaging content, such as testimonials, reviews, case studies, and videos, you can cultivate trust and credibility. Retargeting is a powerful tool for reconnecting with those who have already shown interest in your brand. Metrics such as clicks, CTR, CPC, and bounce rate can guide you toward success. With display advertising on your side, you have the power to inform, inspire, and influence audiences on their path to purchase.

Urgency is the number one way to get rid of the 'just looking'. Challenge funnels after great display advertising are a great way to push them into the conversion

En intégrant des offres limitées dans nos publicités display, nous avons non seulement boosté les conversions de 30% mais également réduit de moitié le taux d'abandon de panier. Une stratégie gagnante qui lie urgence et personnalisation pour maximiser l'action.

At the awareness stage, focus on creating visually appealing and attention-grabbing ads to introduce your brand to potential customers. In the consideration stage, highlight product benefits and features to build interest. As prospects move to the decision stage, utilize retargeting ads to remind them of your offerings. In the conversion stage, use compelling calls-to-action and promotional offers to encourage immediate action. Finally, during the post-conversion stage, employ remarketing to nurture customer loyalty and encourage repeat purchases.

Display advertising is the conductor that helps you convert potential leads into loyal customers. By illuminating the path to action across relevant websites, apps, and social media platforms, you can inspire action and motivate audiences to take the next step. Remarketing is a powerful tool that allows you to target individuals who have abandoned their carts or completed a certain action on your website or app. Metrics like conversions, conversion rate, cost per conversion, and return on ad spend guide you towards success. With display advertising, you can drive conversions, inspire action, and propel your brand towards success.

You got in front of your audience through awareness, you were able to reach them in a more meaningful way to show the benefits of your brand through the consideration stage and now it’s time to close the deal! Using display at the conversation stage can be an amazing tactic if done correctly. In my experience, I use display to retargeting potential customer who I reached in the consideration stage! Using effect creative assets and CTAs can help you to turn that user into a customer while knowing they have already shown interest through the first two stages!

The campaign we ran at LMES, where we used dynamic ads to retarget users who had previously abandoned their carts. By serving personalized content tailored to their previous interactions, we saw conversion rates skyrocket. Track the Right Metrics: Keep your eyes glued to conversions, conversion rates, cost per conversion, and return on ad spend (ROAS). These are your guiding stars, ensuring you’re not just throwing money into the void.

Something else to consider is making sure to remember that once the conversion is made, the advertiser and new customer relationship is not over! They become loyal users and at minimum, that allows you to build buyer personas and look-a-like audiences for your next campaign!

Just like everything in paid ads, it's all about the roas, look at where the revenue is being generated and double down on how you created it.

Une anecdote marquante : en analysant les données d'engagement sur nos publicités, nous avons découvert une préférence marquée pour des visuels minimalistes, ce qui a conduit à une refonte de notre approche créative. Résultat ? Un meilleur engagement et une identité de marque plus forte.

A well rounded strategy should include something which handles each of the stages, but you may also want consider the post Conversion stage (retention, repeat purchase, loyalty).

Display advertisers should align their strategies to these three stages. In the awareness stage, focus on visually engaging and brand-building ads to capture attention. Move to consideration with targeted content showcasing product benefits. Finally, in the conversion stage, use compelling call-to-action ads to drive purchases. This sequential approach ensures that advertising efforts resonate with customers at each step of their journey.

Display advertising offers a canvas ripe for creative storytelling. Experiment with different ad creatives, messaging, and calls to action to uncover what resonates with your audience. Leverage data insights to tailor your ads to individual preferences, behaviors, and demographics. Keep an eye on emerging trends and technologies, and never underestimate the importance of analytics and measurement. By embracing these principles, you can create campaigns that resonate with audiences, drive conversions, and propel your brand to new heights of success.

Display advertisers can align their strategies with the customer journey by running dynamic creatives tailored to each stage. For example, at Crimtan, we worked with an eCommerce brand using dynamic display creatives. We targeted users with personalized ads based on their interactions with the website. For Awareness, we showed broad, engaging content. In Consideration, ads featured products users had viewed. For Conversion, we displayed personalized offers and reminders. This approach resulted in highly relevant messaging at every step, exceeding KPIs and significantly boosting conversions.