As John C. Maxwell wrote, “Change is inevitable. Growth is optional.” When it comes to digital advertising, this quote seems especially accurate.

As we approach the largest IFX event in Limmasol, Cyprus I wanted to outline some of the major ways FX brands can win in display marketing.

Despite recent changes to network rules and policies around online advertising within the FX space (e.g. strict advertising policies around cryptocurrencies), there remains a huge opportunity for FX brands to adopt some display marketing strategies and best practices to further grow their businesses and drive even greater online performance.

For those of you who are not 100% sure what display ads are, different to search ads (which appear next to a web user’s search results), display ads, also known as banner ads, help brands reach users who are browsing their favourite web, news, video, and social websites on both mobile and desktop devices. Display ads allow brands to effectively extend their reach beyond search listings and stay front of mind with existing users and potential new customers, helping these FX brands to drive fantastic results. Display ads appear in both dynamic and static formats and in multiple shapes and sizes. Numerous display advertising providers and channels enable brands to run display marketing campaigns across hundreds of online ad and publisher networks. Combined, the reach and breadth of these display ad networks is enormous!

Having worked within the digital marketing space for the last nine years, I’ve witnessed the online FX industry’s amazing growth and the many marketing strategies that have developed with it. When it comes to performance display marketing, many innovative and well-established FX brands continue to execute successful display marketing campaigns. Some of the most effective campaign strategies I see FX brands use centre around:

  • First-Time Deposits and Repeat Deposits
  • New market entry (geo and product)
  • Website audience growth and user acquisition
  • Driving new account sign ups (both for live accounts and demo accounts)
  • Nurture campaigns to convert and upsell new and existing customers

When it comes to picking and choosing between display marketing providers and display marketing strategies, there are a few things to consider.

design and employ campaign strategies that directly support your business goals.

Firstly, it’s important to understand and keep in mind your business goals when deciding on any sort of marketing partner, provider and strategy. When it comes to display marketing, there is no such thing as a one-size-fits-all display campaign or solution! Insist on using partners and providers that allow you to design and employ campaign strategies that directly support your business goals.

Have you taken full advantage of display retargeting campaigns?

The next thing to think about before you commit to spending large amounts of money on attracting brand-new users for your site is whether you are absolutely certain that you’re maximising the returns and revenue from your current website user base. You’ve spent significant amounts of revenue, time, and energy to drive these users to your site in the first place. Have you taken full advantage of display retargeting campaigns? These can help you re-engage with your different website audience groups using bespoke messaging and calls to action, encouraging users to revisit your site and continue their customer journey.

Not all display ad networks have the same strict policy requirements and rules.

Despite recent changes to certain network policies around FX services and products, it’s important to note that not all display ad networks have the same strict policy requirements and rules. FX brands can still target their existing users and customers across the web in addition to expanding and acquiring new website audiences. While there are hundreds of display ad networks, it’s important for your digital marketing team to use preferred partners and channels that enable your brand to automatically plug into these networks at once. This will help your brand to both achieve scale and drive campaign performance.

look for display marketing providers and partners who have specialist FX account management teams

Finally, you should look for display marketing providers and partners who have specialist FX account management teams. Those with industry expertise specific to your business will be able to advise you on your digital marketing strategy and add value throughout the course of your partnership. Industry-expert partners can and will provide you with guidance and best practices around new campaign setups, existing campaign optimisation, existing website and new audience targeting, display ad creative designs, performance reporting, results measurement, and much more. They can also inform you of new trends and changes across the industry and provide proper campaign insights and controls around frequency capping (the number of times any user is targeted with a certain ad), audience targeting, attribution settings, and more.

Change is inevitable. Growth is optional. Wishing you the very best of luck in growing your FX brand using these display marketing best practices.

If you would like to explore what AdRoll can do for your FX business, email ifx@adroll.com. The AdRoll team will be meeting with companies in Limassol throughout the week.