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Length: 16:57

Overview: Today I discuss the 3-step process to create, launch and track your own large scale display advertising campaign.

Description: In this, episode 10 of the BigCommerce podcast, I discuss the 3-step process to create, launch and track your own large scale display advertising campaign for just a few hundred dollars using either Google AdWords or BuySellAds.

Here are the 3 steps I discuss in the podcast:

1. Banner design

  • You need to come up with strategy
  • Can use Google images for competitive intelligence – “[competitor] banner”
  • Need a strong call to action
  • Create 3 versions of your ad all with completely different calls to actions and designs
  • Test static (single frame), animated GIF and rich media (flash)
  • Can use CrowdSpring or a contractor from oDesk to do the actual designs

2. Campaign strategy

  • Who are you trying to target? Run a survey of existing customers to find demographics, which websites they spend time at, etc
  • What do you want to track? Sales? Newsletter signups? Etc
  • How will you define the campaign as successful or not?
  • What is your ROI goal? If you can get more than 1x ROI then you can scale up indefinitely

3. Campaign rollout

  • Can get started with Google AdWords display ads or BuySellAds.com
  • These will get you tens of thousands (possibly hundreds of thousands) of impressions per day
  • You want to setup 3 separate campaigns, one for each of the different designs
  • After 2 weeks, look at the numbers and drop the word performing campaign based on your most important metric
  • Now test another design for each of the 2 remaining ads – same message, different look or call to action
  • After 2 weeks, pull the 2 worst performing ads
  • Goal is to keep testing new designs and calls to action against the winning ad

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