7 Little Changes That'll Make A Big Difference With Your Display Advertising
While organic efforts take the large part of the inbound marketing cake, display advertising is the paid element of a five-star marketing strategy.
A display advertising, also known as a banner ad, is a form of online paid advertising that is typically a designed image or a photo and copy. Viewers can then click on the image with the promotion to then be taken to the corresponding landing page. Display advertising function differently than text ads because they aren’t found in search results. They can be spotted on websites and can feature interactive displays or some type of animation to engage the user. Re-targeting can also be used for these ads. For example, on eCommerce or shopping site a user may place something in his or her cart and then leave the site without purchasing. Ads can then be used to advertise exactly what that user placed in his or her cart to get them to complete the purchase that they left before.
As with any effective advertising, display advertising strategy help to target specific audiences to increase ad relevance, clicks and conversions. The ads can take on many sizes and formats, with the message targeting viewers anywhere from the awareness stage to the final moments of decision-making. Most advertisers choose to run their ads through the Google Display Network because it’s the largest in the world, reaching 90% of Internet users across millions of websites. What's more, you get access to the search giant’s targeting data and techniques, which makes the whole process way easier (and generally more successful) for your team. These might be tiny graphics, but a lot goes into display ad creation. Remember that you’re fighting to catch your audience's attention without annoying viewers with the disruption, as well as competing to stand out in the overcrowded digital space.
Before you panic, consider these display advertising strategy or changes that will you help make a difference:
1. Include Thе Essentials
The most successful display ads have a few elements in common: brand logo or name, value proposition and a call-to-action button. In a matter of seconds, viewers should understand who’s talking to them, what the ads are saying to them and why they should take the next steps.
2. Be Clear Yet Compelling
Don’t forget that you’re working with quite a tiny space on the screen. Keeping the design simple and copy brief will generally serve you better than overloading the ad with too many elements. In general, use high-resolution elements and minimal color palettes for your display ads, maxing out at two to three hues. Contrasting colors are especially helpful for simplicity and readability. As far the copy goes, make every word count. Just because you’re working with a limited character count doesn’t mean you can’t communicate a compelling message. Keeping that message clear also means focusing on a singular marketing goal, such as signing up for an event, activating a discount code or browsing new offerings.
3. Use Lots of Visual Assets
Let’s face it: Plain text ads aren’t nearly as eye-catching as display ads with visuals. We’re talking high-quality imagery and illustrations, legible fonts and crisp brand elements. Of course, video ads and rich media like GIFs and animations can make a digital ad even more visually appealing. The moving elements are especially effective at drawing the eye to the advertisement.
4. Don’t Make Promises You Can’t Keep
Your ad should catch user attention, but it shouldn’t do so by stretching the truth. Avoid any misleading copy or imagery, ensuring that users know exactly what they’re getting into when they click on the ad.
5. Curate The Destination
Along with keeping your promise once users click, be strategic about where they end up. Your money is more likely to go to waste if you direct users to a generic landing page. Instead, increase the performance of your ads by creating custom landing pages. They should feature content that’s tailored to the display campaign or advertising message to keep users engaged and encourage them to take action.
6. Stand Out – But Stay On Brand
Remember tо be consistent throughout your display campaign, giving each ad a similar look and feel. What’s more, that consistent design and tone should align with your brand image and style guidelines. That way, users will automatically associate the ads with your brand. Plus, people are more likely to trust ads that feature consistent and reliable branding.
7. Consider The Platform
Yes, display ads are there to disrupt the user from what they’re doing, ideally grabbing their attention long enough to get them to click. However, it’s still a good idea to make sure the ad is relevant to the platform. Take a cue from native advertising when possible, especially for paid social media ads. You don’t want to throw users off as they scroll, which is why you’ll benefit from mirroring the content typically shared on the platform in your design and copy. If you’re lacking design resources, no need to fear. Digital marketing tools like Bannersnack and the Display Advertising Builder tool within Google Ads offer templates you can use to create banner ads of various shapes and sizes. You won’t be able to track performance without knowing what you want your display campaign to achieve. That’s why before you even think about ad placement or design, you’ll need to define your campaign goals.
Start by asking yourself what you want the display ads to achieve. The answer will probably be to increase something, whether it be brand awareness, web traffic, sales, conversion rates and so on.
As anу advertiser knows, the audience rules the strategy. Segment your audience by location, demographics and other parameters that will inform more relevant display ads. Keyword research can also help you match your ad copy to the terms and phrases your audience is likely to search. From there, you can determine what kind of display advertising you want to run, such as the ever-effective re-marketing tactics we discussed earlier. However, keep in mind that Google’s targeting efforts are more concerned with impressions than your conversion rates. As such, you might have to do a little extra work in determining your own placements, refining your keywords and digging into Google Analytics to improve your campaign targeting.
Display advertising strategy works more efficiently than most digital options out there, and it does the job without trying to pass itself off as anything else. It's honest, it's visually engaging, and it spreads your brand's message without being intrusive.
When you combine display advertising with other marketing techniques, you can reach potential customers at all levels of their journey.
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If you want to share any other display advertising tips that I have not listed above, you can feel free to comment below your suggestions.
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