Getting the Most from Your Legacy Advertising Campaign

The advertisers who see the strongest results from display advertising on Legacy treat their campaign as a sustained presence, not a quick test. People come to Legacy to remember, honor, and connect, and they return over weeks and months. Campaigns built around that rhythm (multiple creatives, a longer flight, and a focused landing page) give you cleaner data and a stronger connection with the audience.

The practices below will help you get the most from every impression.

Run 2–4 ad creatives at a time

Rotating 2–4 creatives lets you learn what resonates instead of guessing. A single ad tells you whether that one ad works. Several ads running side by side tell you which message, image, or call to action performs best.

• Change one element per version. Test a different headline, image, or call to action so you know what drove the difference.
• Keep your branding consistent. Logo, colors, and tone should match across every version so the audience builds recognition.
• Replace, don't just remove. When one creative clearly underperforms, swap in a new version to test against your strongest ad.
• Avoid ad fatigue. Rotation keeps returning visitors from seeing the same ad repeatedly.

Commit to a 3–6 month minimum

Run your campaign for at least 3–6 months to get an accurate read on performance. Legacy's traffic naturally ebbs and flows from month to month, so a short flight can land in an unusually high or low period and give you a misleading picture.

• Smooth out monthly swings. A longer run averages across traffic peaks and dips, so your results reflect true performance.
• Collect enough data to compare. Testing 2–4 creatives takes time to build meaningful impression and click volume for each one.
• Build familiarity. Repeated, consistent exposure helps your brand become recognizable to returning visitors.
• Judge by the month, not the week. Review results at monthly checkpoints rather than reacting to the first few days.

Send clicks to a dedicated landing page

Point your ads to a specific landing page, not your homepage. A visitor who clicks your ad is responding to one message, and the page they land on should continue it.

• Match the message. The headline and imagery on the page should reflect the ad they clicked.
• Give one clear next step. Donate, request a quote, sign up, or learn more. Pick one and make it easy to find.
• Design for mobile. Many visitors browse on their phones, so the page should load quickly and read well on a small screen.
• Add tracking. Use UTM parameters on your destination URL so you can see Legacy traffic and conversions in your own analytics.
• Consider a page per creative. If your creatives promote different offers or causes, a matching page for each gives you clearer results.

Build creative that fits the space

Well-prepared creative goes live faster and looks right on every device. Supply every size in your package so your campaign runs across desktop and mobile.

File requirements

• Accepted formats: .gif, .png, .jpg, HTML5, or third-party ad server tags
• Max file size: 250 KB initial load
• Timing: Send files 3–5 business days before your start date

Design tips

• Match the setting. Visitors are often honoring someone they love. Warm, respectful imagery and language perform better than hard-sell messaging.
• Keep it short. One headline, one supporting line, and one call to action. Small ad units leave little room.
• Make your logo clear. It should be legible at the smallest size, including the 320 × 50 mobile banner.
• Use strong contrast. Text should read easily against the background at a glance.
• Keep animation subtle. Light motion draws the eye; fast or flashing effects feel out of place.

Need help with creative? Our design team can build your ads from your logo and branding, with a draft sent for approval about 1–2 weeks after your signed agreement.

Measure, optimize, and refresh

Click-through rate is only part of the story. Pair your Legacy reporting with what happens on your landing page to see the full picture.

• Track conversions, not just clicks. Donations, form fills, and sign-ups show the real return on your campaign.
• Review monthly with your account manager. Look at trends across the full flight, not single days.
• Refresh on a schedule. Plan to update or replace creative every couple of months, or sooner if performance levels off.
• Carry your learnings forward. The headline, image, or offer that wins becomes the starting point for your next round of testing.

Ready to plan your campaign?

Your Legacy account manager can help you choose ad sizes, set your flight length, and review performance along the way. Send creative files and questions to adops@legacy.com.