Let’s get one thing straight: when it comes to display advertising we all love the good ol’ standard banner. Still, we might acknowledge this format got somewhat rusty over the years and we need to prop it up a little.
How do we do this? First, we’ll make messaging and content as creative as possible. This entices the target audience to click on your ad, luring them to the site for conversion. A keen media plan, down-to-earth placement strategy and a catchy call-to-action phrase will build brand awareness, give search a lift and boost your website traffic.
Second, we have a something extra up our sleeve: Retargeting. Think about those fish in the pond that followed the bait to your website and only nibble instead of swallow. No catch, no conversion! So we go back and cast the net again: tailor-made ad messages on a wide range of websites will provide a special incentive to come back and finish off the conversion process.