Best Practices for Growing Banner Advertising

Display advertising is still one of the fastest growing channels for businesses that use lead generation techniques online. Blogs are still prominent, and the traffic they deliver is now highly targeted. The landscape, however, is much more competitive than it was even five years ago. Therefore, it becomes crucial to create a strategy for yourself that is pro-growth and simple enough to scale. Here are some tips to get you started.

Targeting Settings

Any good campaign trims the fat, so to speak, and in Internet marketing the fat is members of the audience who have no interest in your campaigns. Buy-side platforms have responded by adopting targeting settings that allow marketers to target certain parts of the country, or certain segments of the population. These settings match campaigns with their proper audience, resulting in motivated buyers who want to see the ads you’re showing.


Automation allows you to do more within the same work day. Automating your reports, for instance, saves you the trouble of digging through layers of analytics to find what you want. Automating the days your campaigns show cuts unnecessary spending, and largely manages itself in set-and-forget fashion.

Multiple Campaigns

Once you have some targeting settings picked out, scale your display advertising through establishment of multiple campaigns. Use these separate campaigns to test new copy against your current top performer, or to test day or hour parting. Once you have a method, you can easily apply it to each new campaign you begin.

Bio: Ted Dhanik is the CEO of engage:BDR, and an avid direct marketer. Ted Dhanik utilizes Web marketing to reach new segments. For more information on display advertising, consult Ted Dhanik and engage:BDR.