Launching a digital campaign can be a creative, effective way to showcase what you’re selling.  High-impact visuals, enticing deals, and a strong call to action can easily grab a consumer’s attention – and hopefully, their dollars.  Whether we are talking about a remarketing or display campaign, it’s always good to remember the old adage: content is king.  But can there be too many guys in crowns ruling the kingdom?  What happens when they’re all wrestling over the same scepter?


It seems simple enough, right?  The more products I’m trying to sell, the more ads I need to have in the marketplace – especially when it comes to a digital campaign where targeting allows for such extreme specificity.  But again, is more always better?

This example says it best:  Say you run an automotive dealership with hundreds of vehicles on the lot.  There are several core models that you have with multiple price points and varying incentives.  You decide to push your 4 core models, with 2 offers for each.  In order to be successfully placed across the internet, it is important to make your banner ads one of the five most commonly used sizes.  Additionally, it is important for every agency to remember that the client’s budget is not unlimited.  In this case, let’s say you’re willing to shell out $2,000.  Let’s run the numbers: 4 core models x 2 offers x 5 sizes = 40 banner ads.  40 banner ads spread out over $2000 results in a $50 spend per ad.  All of a sudden, your very targeted campaign is struggling to get the right message in front of the right person.  To maximize your resources, here are some things to keep in mind:

Pitfalls to Avoid

  • Automatically assuming more content is always better
  • Crafting an unfocused, ever-changing message that ultimately leads to lower engagement

Best Practices

  • Focus on 1 or 2 core messages
  • Make consumer experience top priority

In the end, digital advertising is an excellent way to expose your message or product to a vast audience.  It builds brand awareness and drives consideration, keeping you top of mind during the consumer buying cycle.  There are many pieces of the puzzle that must fit seamlessly together to create the kind of digital campaign that gets results.  If the many pieces have you scratching your head, we can help! Reach out to us today at 843-856-7322 or to talk more about your campaign.