For years, we’ve used Data-Driven Display (DDD) as a strategy to deliver multiple brand impressions in the customer journey, often pairing it with Display Retargeting to re-engage prospects.

To prove this tried-and-true strategy, we studied hundreds of client’s DDD and Display Retargeting campaigns to uncover the impact of keeping these ads in the market for longer periods of time.

The Research

Our product team studied the effect of combining both Data-Driven Display and Retargeting for different lengths of time by analyzing direct and post-view website traffic and conversions for ads that ran in the following timeframes:

Each cohort contained between 69-171 clients.

The Result

Traffic Levels Rise the Longer Display Ads Are in the Market

We compared traffic and conversions in 2022 between the cohort that ran a combined Display approach for 1-3 months vs. 10-12 months. 

The result, the cohort that ran these campaigns between 10-12 months saw a significant increase in site traffic and conversions over the clients who ran a combined Display campaign for 1-3 months.

Data-Driven Display and Retargeting Work Better Together

When comparing clients with only Display Retargeting vs. both Data-Driven Display and Retargeting, we found that clients who added two strategies experienced the following traffic lift:

The Takeaways

Display advertising can have lasting effects on your website traffic and conversions. Conversion Logix clients that ran Data-Driven Display and Display Retargeting for 10-12 months saw significantly higher traffic and conversion rates a year later. Clients who ran both Data-Driven Display and Retargeting campaigns saw much better results than clients who ran Display retargeting alone.

How to Apply These Insights

1. Pair Data-Driven Display and Retargeting as a joint strategy for a minimum of a year for best traffic growth.
2. Talk to a Conversion Logix digital marketing strategist to increase your website traffic and conversions.

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