Question 1

How do I know if video/display advertising is right for me?

Accepted Answer

So long as you have products/services that can resonate with specific audiences and/or be placed on relevant online content and pages, then video/display ads is right for you. The challenge comes in identifying the right placements for your image+video ads based on relevant, high-intent video+website content, topics, social channels, and qualified audiences that are best suited to boost your reach and ROI. If you’re already running bottom-of-funnel campaigns through other channels, then remarketing campaigns are a no-brainer. If you’re a B2B marketer, then business focused websites, in-market audiences for your specific B2B services, pages with relevant keywords, relevant YouTube content, and LinkedIn would be your best bets. If you’re a B2C or E-Commerce marketer, we’d want to identify the best website content, placements, keywords, YouTube content, social channels, and qualified audiences to target with the right creative. The right placements and channels depend mostly on where we can best reach your target audience effectively. After getting to know your business, products/services, and target audiences, we can recommend a prioritized plan for the best placements, content, topics, ad formats, and audiences that are most likely to deliver ROI in line with your budget. We also strongly recommend search and shopping (for e-commerce) as primary channels for most advertisers given everything is based on intent (people actively searching).

Question 2

What budget do you recommend I start with?

Accepted Answer

There’s no “right answer” to this question. However, through discovery calls and market research, we can identify the ideal budgets for you to choose from. The biggest factor for deciding on ad budget is whether or not you’ve run ads in the past. If you have, then we can align the correct budget based on historical CPA/ROAS performance in line with your ROI targets. If you’ve never run ads, we can identify average costs of acquisition by studying your competitors, and work backwards to identify what you’ll need to spend in order to hit your monthly ROI targets. The key is to build enough data that enables our team and AI-algorithms to optimize. Another factor is the 45 to 90+ day learning period needed to start hitting ROI targets. With that in mind, we recommend striking a balance between staying conservative (so you don’t waste money), while ensuring you spend enough to return at least 30+ revenue-centric conversion events per month. As an example... if it costs $100 to acquire a new customer, we’d recommend you start with a budget of at least $3,000 per month (30 customers/month x $100 CPA).

Question 3

What are the keys to success for video/display advertising?

Accepted Answer

The keys to success in video/display advertising are all about your image+video ad creative, ad copy, qualified placements, and qualified audience targeting. Video/display is often primarily used for retargeting campaigns and/or top-of-funnel campaigns meant to drive awareness and consideration. However, it can also offer bottom-of-funnel prospective value in making new customers aware of your products/services while driving conversion via intelligent placement of relevant ads on the right online content. Similar to social media advertising, you have to segment campaigns intelligently by audience-type, product/service use-case, and stage of the buying journey. This ensures you hit each audience segment with relevant and compelling ads that speak to exactly who they are, their use case for your product or service, their stage of the buying journey (discovery, consideration, or ready to buy), and that relates to the content they’re viewing. An added step in video/display advertising comes in constantly optimizing your creative, placements, and audiences based on which combinations are driving the highest ROI. Like all advertising, landing pages and conversion tracking are also critical. Landing pages serve as the critical second-half of your ad funnel where users convert and become customers. Conversion events serve as the north stars that guide your campaigns. To guide your campaigns towards ROI, your conversion events need to be revenue-centric. If you only track calls, forms, or page views, you’re not informing AI-algorithms on what truly matters (return on ad spend). This often leads to wasted spend, spam leads, and a net loss. For E-Commerce, we recommend going beyond website purchases to integrate lifetime value data so you optimize for higher value customers. For LeadGen, SaaS, mobile apps, and/or local businesses, we recommend only using online conversions where leads are qualified in some way (ideally by revenue). Separately, we recommend using offline conversions to pass back sales data so you optimize for ROI and real customers (and away from unqualified leads).

Question 4

How long does it take to see results?

Accepted Answer

This varies heavily between different clients, industries, and ad channels. For example, if you spend a comfortable budget and offer smaller purchase value products/services, we can generally deliver ROI within 45 to 90 days. However, if you have long lead-times, high-ticket products/services, smaller ad budgets, or underperforming sales teams, it can often take upwards of 90 days. That said, we create ROI projection models for all new clients based on these factors. As a general rule of thumb, we typically say it takes 90 days with at least 30+ revenue-centric conversions in order for us to start hitting your desired ROI.

Question 5

Can you guarantee my results?

Accepted Answer

We cannot guarantee your results. What we can guarantee is that we will optimize and double down on what does work while cutting out what doesn’t. Achieving ROI targets requires constant optimization+experiments with real data to test and validate any strategy. Any marketer that guarantees results is selling you false promises. That said, so long as we have enough budget, data, and time to execute on informed ad strategies with iterative optimization based on real data, we can hit ROI targets for most any client with a confidence interval of 90%.

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