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Google Ads Display

This is how you can create good results

Display advertising that works

You can easily create good results with display advertising. But what are good results? Good results can be "awareness", but it can also easily be traffic to one's website or conversions to sales, which you can read about further down.

Our experience

In our experience, there can be many reasons why it doesn't always work as intended, but there are some universal concepts that, in our experience, seem to work really well.

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    The creative challenge

    Development of the right concept, communication and not least the visual expression. If the creatives (the ads themselves) are not good enough, good results will never be generated. The end user does not know, for example, whether they are in the "right target group". All they see are the creatives.

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    The technical challenge

    Selection of target groups, correct setup and targeting of the campaign. If you show good creatives to the wrong audience, it doesn't matter. By weighing both challenges equally, you can actually achieve your desired result at a "cheap" price. So that's why you shouldn't underestimate it either.

Case with the Danish Society for Nature Conservation

Here is some background information about the development of the display campaign "Nature's Day", which we have created for the Danish Society for Nature Conservation. The first step in the development of the display campaign was the creatives. One of the universal concepts that almost always helps to create good results is several different creatives. Here we did an A/B test of several different creatives, which were pitted against each other while the campaign was running. Which creative do you think performed best? (See the images on the right)

Give the user options

The third concept on the far right stands out the most because you have two click functions. The user has two options; "Yes or no". That was the one that won the test. Our thesis here is that the user thinks more about the fact that a choice must be made between two buttons than if the user only had one button to press. It "distracts" the user so that the user wants to click regardless because they have to make a choice.




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