6 Creative Best Practices for a Successful Digital Ad

creative best practices infographic At Goodway, we focus on programmatic media buying, but we’ve seen enough successful and unsuccessful creatives throughout the years to know our way around creative best practices. We’ve determined that including a few basic elements helps to make a creative stand out from the crowd. Our handy infographic diagrams the creative best practices you should be following for a knockout creative that will grab consumers’ attention. Creative Best Practices Series 5 Creative Banner Ads We Love For more tips and tricks, download our creative best practices guide.

The Marketer Guide to Programmatic TV

In this Digiday article, Sarah Scherer, media product manager, said it can be challenging for media buyers to measure programmatic TV today. It all comes down to how much access advertisers have to TV manufacturer data and set-top box data. And even then, it can be fragmented and complicated to analyze. But she said measurement should become more streamlined as programmatic TV matures.

How to Optimize Campaign ROI without Touching Your Media

Two employees sitting at desk looking at laptop trying to optimize campaign roi Optimizing your programmatic media campaign is key to driving a powerful marketing machine. Of course, tweaking your bids, creative elements, and audience segments are the most obvious and some of the quickest ways to increase your campaign’s effectiveness. But there are several other ways to optimize campaign ROI without ever touching your media. In the daily grind to ensure every dollar of their hard-earned ad budget is being spent wisely, many marketers simply forget to leverage levers outside of their media buy to get the most performance possible out of their campaigns. Their landing pages lack call-to-action buttons. Websites become slow and dated. And media quality takes a backseat to hitting lower CPMs. To make meaningful improvements in your campaign, you can’t silo your strategy and just focus on the media buy. Optimize for the entire customer journey with these easy tips, and watch as small changes add up to big numbers when it comes to your conversions.

Reassess Your Landing Pages

A big part of marketing is knowing which campaign elements are most effective and optimizing toward those. You can do this with your landing pages too. The first step is setting up your page to collect metrics on what’s working and what’s not. With specialized A/B testing, you can run conversion-optimization campaigns to determine which website elements drive the most conversions. You can test different variations of your fonts, layouts, forms, and call-to-action buttons to ensure you’re providing the best possible user experience. Once you start getting results, it can be tempting to “set and forget” your landing pages over the course of many campaigns. However, if you want to really optimize campaign ROI and keep turning your visitors into customers, you must continue to evaluate your site elements on a regular basis.

Find Out Why They’re Bouncing

High bounce rates on your website can mean one of two things: you’re getting the wrong kind of traffic to your site, or you’re getting exactly the right kind. Quick exits sometimes mean that your visitors found exactly what they were looking for, but they didn’t have a reason to keep browsing. Make sure you feature links to other pages on your site and additional resources in order to keep your visitors interested. However, if your site isn’t relevant or easy to navigate for on-the-go visitors, of course, they’ll leave. There are dozens of top-notch website analytics tools on the market that can improve your bounce rates by removing channels sending low-value traffic and optimizing your layouts for mobile screens. Even if your site is extremely easy to use, most of the time your visitors will be in a hurry. If your site takes too long to load, you’ll lose that customer to the competition. According to eMarketer, 62% of consumers are unwilling to wait more than five seconds for a webpage to load.  Check your site’s results in Google Analytics and focus on improving pages with the highest bounce rates, highest exit rates, and highest page load times to increase your chances of creating a conversion.

Make It Easy to Find You

Regardless of how many retargeting ads you put out there, some people still prefer to start from a search engine. According to Google, 48% of the time a mobile journey to researching a brand starts with a search engine. That’s not to say your ad wasn’t successful in driving the awareness that kicked off this journey, but some customers still want to do the research and take a more organic route to your site. In these cases, it’s important that your site ranks high in search engine results for key products and words associated with your brand. Search engines are constantly crawling the web looking for fresh, relevant content and optimized images and videos on your site. So, the first step is to develop quality content, like blog posts and product pages featuring your top keywords. The second step is to keep them up-to-date. Also, be sure to use an SEO strategy that’s diversified with non-branded terms. Then, establish your credibility with search engines through keyword targeting, link acquisition, content syndication, and social media tactics. These will drive up your PageRank, or how trustworthy the search engine believes your page is on a particular topic. Finally, keep your SEM strategies on the cutting edge with targeted paid search campaigns to truly optimize campaign ROI. It may not be the sexiest marketing tactic, but location-based and cross-device paid search campaigns are a great starting point for those needing foolproof results.

Prioritize Quality Over Price

Before you celebrate that amazing deal you just picked up, make sure the inventory isn’t from the bargain bin. Often, inventory selling at low CPMs are fraud-ridden, with bots driving up click rates rather than true conversion rates. While our ability to detect fraud through ad verification tools is significant, there are several additional ways to ensure the inventory you’re buying is legit. Most important among them is to insist on using premium inventory from suppliers you trust. While your ad prices may go up with this strategy, you’ll likely get more value out of your media so your performance and brand safety actually improve beyond the cost difference. Looking for more advice on how to optimize campaign ROI and improve your digital results? Reach out to us today.

Social Stories Give Instagram and Snapchat Ads Longer Shelf Life

group of friends sitting on steps looking at their phones and Snapchat ads When it was first released, Snapchat’s disappearing photos changed the game for many social media users. And as the platform grew, users and advertisers alike sought a way to give their posts a slightly longer shelf life for sharability. Enter the newest trend in social media: social stories. Social stories are a collection of pictures of videos that can be viewed as many times as you’d like for a 24-hour period before they disappear. For users, this means a new fun way to keep up with friends. For marketers, it opens up a completely new way  to share their brand story via Instagram and Snapchat ads.

Advertising to Half a Billion Users

When you combine all the social media consumers from the top social platforms, you get an audience of more than 500 million daily users for marketers to tap into. So how can you take advantage of this massive audience pool? Because social stories are built within the programmatic media environment, buying ad space is easy. Goodway’s expert trading team can buy social story ad inventory the same way your other paid social inventory is purchased, as well as at the same time that they buy your display, mobile, and video — adding an additional touch point to your user’s digital journey. Just like when you buy display ads in social media platforms, you can target audiences based on DMAs, lifestyle trends and behaviors, demographics, specific brand categories, first-party look-alikes, and carrier or device operating systems — meaning you get confidence knowing your ads are personally relevant to the people you want to reach. Because social stories are exclusively for mobile users, you can share your brand message in a way that fits how consumers actually use their smartphones with immersive full-screen video ads. Your 10-second video spot is played in a user’s feed when they watch stories from friends, brands, celebrities, and influencers they follow. When 10 seconds isn’t enough to share your message, you can drive viewers to swipe for a feature presentation, small screen-friendly web page, instant download and more, without making users leave the app. As with most video ads, brand awareness metrics like completion rate and reach are the best fit for social story campaigns. However, swipe, click-through, and app install actions can make these kinds of ads a match for online sales and direct response campaigns as well. When creating Instagram or Snapchat ads, remember a few key specifications:

 social stories 10-seconds icon 10-Second Maximum Duration
 social stories full-screen icon Full-Screen, Vertical Videos Only
 social stories frequency icon Frequency, Reach, and App Install Reporting Metrics Only


It’s no coincidence that when Snapchat introduced stories in 2013, Facebook started seeing a decline in engagement from their youngest user audience. After a failed attempt to acquire Snapchat in 2015, Facebook decided to launch their own stories feature in both Instagram and Facebook. As social story features continue to grow, so do the opportunities to advertise to an engaged audience. social stories preferred platform by age group bar chart Despite the still relatively short lifespan of Instagram and Snapchat ads through social stories, marketers are loving the high viewer engagement and interaction they bring. For instance, Snapchat is opened over 20 times per day by users under 25 years old and 12 times per day by those older than 25. So, those targeting younger audiences or consumer brands in the QSR, travel, education, or auto industries are the most common advertisers, but any brand with video creative can run a social story ad campaign. Already, brands like Airbnb and Mulberry UK are seeing amazing results. Airbnb ran a social stories campaign to build awareness and buzz around their newest experiences product during Instagram’s pilot program. Based on the campaign, the company saw a double-digit increase in ad recall. Similarly, Mulberry’s recent social stories campaign received five times more site clicks and increased engagement when compared to the other paid social campaigns.

Some Employers Are Rethinking Telework, Citing a Need for Better Collaboration

In a time when remote workforces are being called back into the office, Goodway Group’s remote workforce is thriving says our COO Jay Friedman in this NPR article. Due to our unique setup and flexibility, our employees can work from anywhere in the country from their own homes. This means we can hire those people with the precise expertise we need, the best talent from around the country, not just the best talent from where we’re headquartered. We pride ourselves on our ability to document everything – all our processes, our learning, and our training – well and often so employees can work efficiently, while staying on task and on the same page.