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Assignment 2: Display Ad Campaign

Clement Foh Baah
Display Advertising & Mobile Marketing
29-03-2024
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Display Ad Campaign

Competitor Analysis:

In conducting a competitor analysis for Nails, Boards & More, three prominent

competitors in the area have been identified:

Hardware Haven

Business Website: www.hardwarehaven.com

 Website Graphics Opinion: Hardware Haven's website design is visually

appealing, with high-quality images showcasing their products and services. The

layout is intuitive and easy to navigate, enhancing the user experience.

 Mobile Responsiveness: The website appears to be mobile-responsive, as

elements adjust seamlessly to different screen sizes, ensuring a consistent

experience across devices.

Tool Time Emporium

Business Website: www.tooltimeemporium.com

 Website Graphics Opinion: Tool Time Emporium's website features vibrant

graphics and a modern design aesthetic. The use of engaging visuals effectively

showcases their range of tools and equipment, creating an attractive online

presence.

 Mobile Responsiveness: Upon testing, the website displays appropriately on

mobile devices, indicating mobile responsiveness and ensuring accessibility for

mobile users.
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DIY Depot

Business Website: www.diydepot.com

 Website Graphics Opinion: DIY Depot's website utilizes clean and minimalist

graphics, focusing on functionality and ease of use. While not as visually striking

as some competitors, the straightforward design facilitates quick navigation and

access to products.

 Mobile Responsiveness: DIY Depot's website is mobile-responsive, as

elements resize and rearrange effectively for optimal viewing on various devices,

providing a seamless experience for mobile users.

Based on the analysis, all three competitors have well-designed websites that

effectively showcase their products and services. Each website appears to be mobile-

responsive, catering to the increasing number of users accessing the internet via mobile

devices.

Advantages of Display Advertising and Mobile Marketing:

There are several compelling advantages for Nails, Boards & More to invest in display

advertising and mobile marketing within the hardware industry:

 Increased Visibility and Reach: Display advertising allows Nails, Boards &

More to showcase their products and services across a vast network of websites,

reaching a broader audience beyond their physical location. Mobile marketing

further amplifies this reach, as it enables targeting of users on their smartphones

and tablets, capturing attention while they are on the go.

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 Targeted Advertising: Display advertising and mobile marketing offer advanced

targeting options, allowing Nails, Boards & More to tailor their ads to specific

demographics, interests, and behaviors relevant to the hardware industry. By

targeting users who have shown interest in home improvement or DIY projects,

they can maximize the effectiveness of their campaigns and drive qualified leads.

 Enhanced Brand Awareness: Display advertising helps reinforce brand

awareness by consistently exposing users to Nails, Boards & More's logo,

messaging, and offerings across various websites and apps. Mobile marketing

complements this by delivering targeted ads directly to users' mobile devices,

ensuring brand visibility even when they are on the move.

 Cost-Effective Advertising: Compared to traditional forms of advertising,

display advertising and mobile marketing offer cost-effective solutions for

reaching a targeted audience. With flexible budgeting options and performance

tracking capabilities, Nails, Boards & More can optimize their ad spend and

achieve a higher return on investment (ROI).

 Drive Online and Offline Sales: By strategically incorporating call-to-action

buttons and links within their ads, Nails, Boards & More can drive both online and

offline sales. Display advertising can direct users to their website for online

purchases, while mobile marketing can encourage foot traffic to their physical

store location.

Google Ads Display Campaign:

As part of the initiative to set up a Google Ads Display campaign for Nails, Boards &

More, the following steps have been executed:

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Google Account Setup and Optimization:

 A Google Ads account has been created for Nails, Boards & More, providing

access to the Google Ads platform for campaign management and optimization.

 The account settings have been configured to align with the business objectives,

including location targeting, budget allocation, and ad scheduling.

Ad Campaign Creation:

 A new display ad campaign titled "Nails, Boards & More - Hardware Essentials"

has been created within the Google Ads platform.

 The campaign objective is to promote Nails, Boards & More's range of hardware

products and drive traffic to their website.

Ad Set Configuration:

 Within the campaign, an ad set has been configured with specific targeting

parameters to reach the target audience effectively.

 Targeting options include demographics, interests, and contextual targeting

relevant to the hardware industry.

Ad Creation:

 A visually compelling display ad has been designed to showcase Nails, Boards &

More's products, and services.

 The ad features high-quality images of popular hardware items, accompanied by

persuasive ad copy highlighting key benefits and a compelling call-to-action to

encourage user engagement.

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Overall, the Google Ads Display campaign is poised to increase brand visibility, drive

website traffic, and generate leads for Nails, Boards & More within the local hardware

industry. Through strategic targeting and compelling ad creatives, the campaign aims to

maximize ROI and contribute to the business's growth objectives.