Short Guide to Digital Ads

At Swap we pride ourselves for delivering ads that crush it for our clients.

We have noticed that the best results for our clients happen when they understand the strategy our team prepares to promote their business.

Here is a short guide to digital ads for anyone looking to start digital advertising. I hope it helps. Make sure to call me at Swap Agency so we can and discuss your marketing objectives, campaign KPI's and what success looks like.

What is digital advertising? Digital advertising spans across channels, including email, display ads, App Store, mobile advertising, SEM, and paid social ads. Learn how more about how Swap Agency can help you reach larger audiences in real time to drive sales > click here.

Digital ad strategy Developing the foundation of your digital ad strategy with a step-by-step process to create goals and persona segments for your campaigns is key. If you work with us, we will explain how we use cross-channel methods for acquisition, nurturing, building customer loyalty, and branding. 

Digital ad types and ad design Make sure you understand the differences between pay-per-click (PPC), display, and social ads as well as the benefits and best practices for each. For my clients I usually take of writing relevant ad copy, headlines, lead generation forms, and efficient calls-to-action (CTAs). One thing that I spend a lot of time on is making sure clients use relevant imagery content, including cinemagraphic, video, banners, pop-ups, and responsive ads. If you need to create content like this Swap has the right tools to quickly set you up with digital content. 

Digital ad landing pages No matter how much time or money you spend on a digital advertising campaign, if your landing page doesn’t resonate with your audience, they will leave. Optimize your forms, ads, and landing page design by platform, and set lead generation and social media goals to ensure a seamless and personalized experience for every visitor. 

Ad targeting I love this part. I tend to go to bed thinking of various ways to reach target customers for my different clients. Including ad content, geographic location, behavioural and buying patterns, audience behaviours and specific demographics is core to the ad targeting strategy drawn up for each Swap client looking to boost web traffic to their landing page.

Digital ad pricing We develop a comprehensive understanding of different bidding and buying price models for digital advertising, and what these models mean for the overall marketing strategy. We cover manual and automatic bidding, cost per click (CPC), cost per thousands (CPM), dynamic cost per thousands (dCPM), cost per acquisition (CPA), cost per lead (CPL), manual buying, programmatic buying, and real-time bidding. It's all in a days work here at the agency.

Digital ad technologies The maze of ad technology can get complicated. My suggestion in order to get to speed with the latter is to examine the major players: Data management platforms (DMPs), demand side platforms (DSPs), supply side platforms (SSPS), and ad exchanges. 

Ad testing and optimization Once you get your campaigns going make sure you always analyze the effectiveness of your digital ads. I am always looking what to test for. Apply best practices for A/B and multivariate testing for all your landing pages, pay-per-click, display, and social ads. A great tool for landing page testing is Lead Pages.  

Ad measurement To understand your results its important to speak Google. Yeah, they kind of dominate the world of digital ads. Front-end metrics like impressions, reach, clicks, click-through rate (CTR), engagement rate, conversions, CPL, effective cost-per thousands (eCPM), as well as back-end metrics like return on investment (ROI), return on ad spend (ROAS), first- and multi-touch attribution, and lifetime customer value (LCV) should become second nature to you. If you no experience with any of this I suggest you take one of the basic ad courses Google offers for free in their Skillshop. Don't have time for any of this? Get in touch with me or any one of my team members at Swap.


Swap Agency - Rue de Chêne 57 - Geneva, Switzerland

+41 78 949 2551