emma.cullen@bannerflow.com

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EMMAMARKETING @ BANNERFLOW

The Key to Optimizing Display Advertising Campaigns

emma.cullen@bannerflow.com

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@BannerFlow@EmmaCGCullen

#BannerFlowwww.bannerflow.com/blog

emma.cullen@bannerflow.com

About BannerFlow

• Launched in 2010• Since then 2 million ads created• About 30 people in size

(and hiring at bannerflow.com/career)• Goals:

1. Ad creation without all that rocket science mumbo jumbo

2. Enabling creative scale3. Making people happy

THE SOLUTION

PRODUCTION TIME CUT BY 95%

DO-IT-YOURSELF HTML5 AD CREATOR

SIMULTANEOUSLY CREATE AND EDIT MULTIPLE ADS

MAKE REAL-TIME UPDATES & KEEP CONTROL

WORKS ON ALL SCREENS, APPS, AND DEVICES ON THE FLY

THE FACTSLEADING BRANDS & AGENCIES

60+ INTEGRATIONS

See all at www.bannerflow.com/connect

TRUSTED 600+ active designers every

day

Used in +60 countries

2 000 000+ ads created

“One of Europe’s

hottest companies”

emma.cullen@bannerflow.com

LET’S START

emma.cullen@bannerflow.com

Key Questions

• Why optimize?• What is the key to optimizing

display advertising campaigns?• How do we implement

optimization into campaigns?

emma.cullen@bannerflow.com

Why Should I Optimize My Campaigns?

emma.cullen@bannerflow.com

• Missing campaign targets• Low engagement• Wrong traffic• Bounces• Resources limiting creativity

emma.cullen@bannerflow.com

What is the Key to Optimization?

emma.cullen@bannerflow.com

Relevance & Personalization

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• 74% of online consumers get frustrated with irrelevant content (Janrain & Harris)

• Personalized emails increase CTR by 14% and conversion rates by 10% (Aberdeen)

• Personalized web experiences increase sales by 19% (Monetate/eConsultancy)

• Targeted CTAs increase view to submission by 42% (Hubspot)

emma.cullen@bannerflow.com

So, How Do I Get More Relevant and Personal?

emma.cullen@bannerflow.com

Identify Your Audience

• Research• Who are they?• Where are they?• Monitor your audience

emma.cullen@bannerflow.com

Understand Your Audience

• Buyer personas• Real people• One size doesn’t fit all• Always evolving

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Other Ways to Segment• Stage is sales funnel• Geography• Gender, age etc. • Previous activity

emma.cullen@bannerflow.com

emma.cullen@bannerflow.com

• Up to 60% higher conversion rate amongst customers who have been retargeted (Kimberly-Clark)

• 25% enjoy retargeting ads because it reminds them of what they were previously viewing (Adobe)

emma.cullen@bannerflow.com

How Can I Implement This into Campaigns?

emma.cullen@bannerflow.com

Images

• Images of women outperform men

• Show your product• Plain background will

have the highest CTR (Adobe)

emma.cullen@bannerflow.com

Color

• Purple and Yellow convert best (Adobe)

• Blue is most popular• Red CTAs have 21%

higher conversions (Hubspot)

emma.cullen@bannerflow.com

Placement

• Website type• Right networks• Retargeting

emma.cullen@bannerflow.com

Test, Test, Test!

emma.cullen@bannerflow.com

emma.cullen@bannerflow.com

emma.cullen@bannerflow.com

emma.cullen@bannerflow.com

In Summary

• Make every element relevant• Don’t guess! Use data and test!• Relevance through creativity• More banners – one size doesn’t fit all!

emma.cullen@bannerflow.com

QUESTIONS ?

Emma CullenMarketing Team, BannerFlow

@BannerFlowemma.cullen@bannerflow.com