You might be prepped with intriguing brand messaging, well-designed creatives, and an intentional ad strategy. But, are you satisfied with reach?
The only way to make an impact is to be seen—on the right channel by the right audience. The good news is, you don’t necessarily need to flip your entire ad strategy; maybe it just needs tweaking to boost impressions.
In this post, we’ve included three quick tips to increase desktop impressions for your next campaign.
1. Get More Scientific with Site Selection
How do you determine budget allocation for third party websites? Are you simply picking sites your team deems most credible or applicable?
Thanks to data from native ad intelligence tools, you can get more scientific with your selections to identify which sites are outperforming others.
Compile a list of comparable sites you’d like to advertise on. Using ad intelligence software like Pathmatics, you can do a deeper dive into site performance and reach.
For example, let’s say you’re debating purchasing ad space on MTV.com or ComedyCentral.com. Using ad intelligence, you can generate a report revealing that an advertiser spent $800 over the last month on MTV.com (desktop only) and earned 178,700 impressions. Another competing advertiser spent the same amount on desktop ads over the same time span on ComedyCentral.com and only earned 73,600. The choice here is obvious.
You can also generate a direct site comparison report. The report includes total spend share with an advertiser as well as total impression share. Below, you’ll see that Pepsi is seeing greater return on MTV.com in this case.
2. Mimic the Moves of Top Desktop Advertisers
Why not learn from what’s already working (and what’s not), also using ad intelligence? To do so, simply pull a list of top advertisers, and then analyze how leading companies are allocating budget.
Procter & Gamble was the top desktop advertiser over the past year, according to Pathmatics data, with more than $125 million in spend and upwards of 11 billion impressions. So, why not decode their strategy and use the lessons learned on your own campaigns? In Pathmatics, you can view who Procter & Gamble purchased impressions from, top sites (both direct and indirect), popular creatives, site spend share (pictured below), among other details.
3. Audit Historical Activity to Guide Future Investment
Take a moment to reflect on your previous campaigns to inform future ones. Questions to consider include:
- Which creatives did you run?
- How many impressions did you generate?
- Did those impressions drive high-quality traffic and conversions?
- Were you satisfied with reach, as compared to spend?
Pull consistent metrics for every campaign, and do a side-by-side comparison. Use your data to identify trends and adjust campaign activities accordingly.
(As a bonus, ad intelligence software can help you to avoid ad fraud and ensure your creatives are actually running on contracted sites.)
But remember, never forsake audience quality for impressions.
Keep in mind: Boosting impressions does expand your reach, but never sacrifice audience quality and relevancy. Don’t pick a site simple for maximum impressions; do your due diligence to ensure the readership aligns with your target buyer persona. After all, the goal is not only to be seen, but also to turn impressions into customers.
- Meet the Top 10 Digital Ad Spenders in 2017 So Far
- How Can Ad Intelligence Software Save Me Money?
- How to Budget for Desktop, Mobile and Video Using Your Competition’s Top Allocation Strategies