Best Practices for Display Advertising

This article was written by Ted Dhanik

The key to display advertising is to establish a process for yourself. This will help guide you on the setup of new campaigns, and identify the red flags that signal a campaign isn’t working. Here are some best practices to be aware of in marketing.


If you are running campaigns that you intend to run for a long time, it’s best to figure out a process for bidding so you can automate as much of your work as possible. The easiest method of doing so is to use an excel spreadsheet to do your analysis. With the right formulas, you can quickly find out your profit margins and ROI without having to dig through mountains of statistics. Make a list of placements to watch, and review them frequently to check for improvements or declines.


Banner advertising campaigns function at their peak when the advertiser has optimized for a particular audience. Think about the audience served by your product or service, then try to look for broad qualities you can use to narrow down your traffic. Can you identify what income level your audience is likely to have? Which blogs they are most likely to go for advice? What their homes are like? The more you know, the better for your costs.


Audit your campaigns routinely to catch mistakes in progress. This is especially important for new campaigns, where your ad spend has not yet been established. Auditing catches keywords that overspend, campaigns that don’t convert and segments that show promise. It also catches keywords that are competing against each other, or are off topic.

Bio: Ted Dhanik focuses on lead generation for businesses online. As the co-founder of engage:BDR, Ted Dhanik has helped businesses scale their campaigns. Find out more best practices for banner advertising with Ted Dhanik.