Media and advertising consumption is on the rise, leaving brands with the challenge of staying relevant. On Google, the world’s most trafficked site, advertising is extremely competitive as small businesses actively compete against the ever-increasing marketing budgets of big name competitors. We use innovative strategy to get prime Google real estate for our clients, taking seemingly boring responsive display formats and making them feel more original and creative.
We’ve found, with both lead generation and ecommerce clients, that responsive display ads:
- Driving new customer traffic in high volumes
- Typically has lower CPCs than traditional banner ads
- Scale faster in multiple sizes
- Actually converts unlike traditional banner ads
Scale in ad formats and audience is just what many emerging brands need when the primary goal is driving quality traffic first, and getting conversions upon subsequent interactions.
One hangup of standard responsive display ads is that they look boring or low quality. You put in a few static images and logos, 5 headlines, and 5 descriptions and Google automatically matches the pieces to fit in dozens of formats throughout the internet in hundreds of combinations — this can make it hard to stand out in the crowd.
Improving design and content can go a long way to increase the productivity of an ad, but it should never feel random. We turn to data to determine where and how to make adjustments.
Blending thoughtful creative with analytics, we recently baked snippets from customer reviews onto the best-performing product’s images for a client.
Using the best-performing copy from the past six months of search ads, we created these:
They feel much more authentic and on brand than a standard responsive ad, and are driving 8x more clicks than our commerce-focused static banner ads did in the same 30 day period, proving that good design and technical formats can work together to reach common goals.
We’re still monitoring how these ads change conversions for Thelma through continuous audience updates, but are excited about the initial data coming through and jumping at the chance to blend creative, strategy and data in one project.