Running display advertising campaigns that not only attract traffic, but actually convert your website visitors to paying customers takes a lot more than simply buying space in the right outlets and putting clever ads in them. Display and banner ads are most effective when you leverage the channel in a way that makes sense for both your business’ specific goals and the tone of the native site or platform. Display ads are not limited to just banner ads, they have also moved into search engines and social networks. Creating an effective display ad is easier than assumed, here are 5 Key Elements of an Effective Display Advertising. But before we address this, lets first understand what display Ad is.
What is Display Advertising
Display advertising is an ad designed in form of banner ads (graphic or text), that appear in specifically designated areas of a website, social media platform or apps that allow bidding for placement. The ads are designed to detract viewers from their initial objective, instead of leading them down the path to learning about a product, service, or promotion. Digital display advertising comes in a variety of different forms, but at its core, it revolves around the same principle.
Elements of Effective Display Advertising.
This few factors are what makes an effective display ad:
Audience targeting helps make sure your budget gets spent on the people most likely to buy from you. For every effective display advertisement, it is very important to segment your audience and target the right people. Once you identify the people who are most likely to actually pay for your products or services, you can create display ad campaigns that specifically target those people, whether by geography or by online behavior.
You need to 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. For example, you may want to target people in your local area or people who have shown interest in your types of products or services. Keep in mind that depending on how specific the audience you want to target, your cost per thousand impressions, or CPM, will vary.
Below are Display Ad Targeting options
- Keyword Targeting: Google will serve your ads alongside content on websites that contain any target keywords you define.
- Demographic Targeting: This allows you to target an audience based on a website or the audience’s basic demographic profile.
- Placement Targeting: This allows you to choose which website(s) your display ads appear on. For example, if you’re targeting a fashion audience, you can have your ads display on specific websites such as Vogue, Elle and Grazia.
- Topic Targeting: Allows users to target a group of websites that fit within a certain topic.
- Interest Targeting: Google has access to several data-points on its users, which allows you to serve display ads based on what users are entering into the search engine. These are then segmented into two further categories:
After targeting your audience, it is important you catch their interest with creative design. You need to build a stand out banner ad. You need to be creative with your banner. Your ads can have interactive elements, video, countdowns, live product feeds, however, you need to make sure you have a strong yet flexible structure to fit each format, paying special attention to the top-performing sizes. Below are the basic design principles that make your ad catchy.
Basic Display ad Design Principles
- Images. Images communicate more information, therefore, you need to use the spark the interest of the viewer and also pass information even before the text
- Make it interactive. Include elements that engage the user and make them want to interact with your ad, and by adding sound or animations will make them stand out from the rest of the banners on the page
- Utilize the space well. Remember on many occasions less is more. The structure of your banner is important, that is, you should use a flexible ad size, so that people may view your ad on different-sized screens. Google offers various ad sizes from half-page ads to leaderboard to large mobile banners. The top three ad sizes in terms of performance are 300×250 (medium rectangle), 336×280 (large rectangle), and 728×90 (leaderboard).
- Share a creative message. Think about what can grab the attention of your audience and put it together in the form of a message. You need to keep content and visuals simple, yet brilliant. Viewers are probably only going to glance at your web banner ad for a second.
- Call to action. If the main objective of the banner is to capture the user´s attention, you will have to include a call to action button that encourages them to click on. “More info”, “Click here” or “Buy now” are just some of most common buttons.
- Incorporate the name of the brand. Its important that the user connects the ad they see with your brand. Therefore, you need to add a logo that is clear and stands out.
- Powerful messages. In addition, one of the most important principles about display ad is that you have to be clear and legible, because, if your audience can’t read or understand your message, they won’t click on your ad. Therefore, when designing the banner its important to know how to modify and adapt the key information in order to create messages that are both powerful and brief.
- Use humour. One thing that works well in grabbing the attention of the user is humour. In fact, if you can surprise them with a funny phrase, not only will you get their attention but they will also remember you.
- Landing page. A good banner is always related to a landing page. The call to action button should redirect the user to a landing page that has been optimized for desktop or mobile devices.
- Colours. You also need to consider the best colour to use. Colour is vital as it’s used to grab people’s attention and evoke emotion. The use of colours generally depends on those of the brand image. It is best not to venture too much outside of them and try to find a balance that helps you to stand out from the rest.
Call to Action
After attracting the attention and interest of viewers you need to get them to act. Therefore, you need to call them to action. Your call to action is the part of your advertisement that tells your target audience what they should be doing once they click on your PPC ad and hit your website or landing page. The most effective CTAs work because they don’t simply “call” viewers to action, but actually create an urge to take that action.