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3/9/2017 Gmail - Marketing Minute - Help, my digital display ads aren't working

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Chloe Williams <chloefw2494@gmail.com>

Marketing Minute -­ Help, my digital display ads aren't working 1 message

David Jefferys <jefferys@altusagency.com> Thu, Mar 9, 2017 at 2:26 PMReply-­To: jefferys@altusagency.comTo: chloefw2494@gmail.com

Help -­ my digital display adsaren't working

Before I dig into some of the reasons why your adsmay be underperforming, remember that click-­throughis just one metric used to measure the effectivenessof a digital ad campaign.

Engagement rates are just one aspect of the ad'ssuccess or failure. Many companies view their digitaldisplay ads as being a tool to drive brand awareness,as well as a direct response vehicle. Unfortunately, it'stough to measure that sort of uptick in brandawareness, which is why most people default to click-­through rates.

There are lots of ways a person can find yourbusiness without clicking on your display ad at thatgiven moment. I'm sure there was a time you saw abanner ad that caught your interest but instead ofclicking on the ad, you found the company or productby using a search engine, or typed the URL directlyinto your browser. The ad you saw made animpression on you and you took action when it wasconvenient for you.

Assuming the main reason you're running digitaldisplay ads is to trigger an immediate action, here aresome reasons why your campaign may beunderperforming.

Bad creative: Regardless of the medium, creativematters. If your ads are not visually arresting, if your

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