Display advertising has become a very popular practice in digital marketing today as it offers various benefits to a business, from visibility to brand awareness. They are the paid banner ads or “digital billboards” that appear in front of a user on website pages in the form of text-based, image or video advertisements that encourage them to click-through to a landing page and take action.
While display ads aren’t effective in every scenario, when used correctly and professionally, they can take a simple digital marketing campaign and push it to the next level. A successful application of display ads has been shown to lead to improved ROI, therefore, to increase the odds of your advertising campaign succeeding, you must take your time and do some groundwork.
When users search the internet, they are looking for something specific, which is part of the reason why an optimized display ad is vital for attracting their attention. Because display ads are cost-effective, easily measured, and a great way to increase your overall brand awareness by offering your customers a more visually appealing format, a few best practices when creating them should apply.
For example, the foundation for a good display ad is structure and to set yourself apart from your direct competitor, you should create it from the most effective banner sizes based on the following fundamental components:
• Brand logo to build brand awareness and recognition
• Value proposition to showcase your product and instill a sense of urgency
• Ad copy to give potential customers enough information about your products or services to pique their interest and get them to take action
• A relevant and robust Call-to-Action (CTA) to boost your click-through rate
Your display ad should also be consistent with your company’s branding and include concise information that will not confuse potential customers and consequently lead to high bounce rates. The last thing you need for your business is cause uncertainty with any visitors to your page. Therefore, a clear and reliable message across all advertising channels is the best way to instill customer confidence and loyalty in your company and brand. For a display ad to do its job, it should also contain the following information:
• A phone number and a physical address if necessary
• A link to your terms and conditions and privacy policy pages
• The website your customers often visit
• Strong keywords relevant to your products or services
• Keywords that can help customers find your business easily
As you can see, your image is the most crucial part of a display ad as it helps potential clients understand your business, brand and what you have to offer. Therefore, it pays to take time and ensure that you use quality and responsive display images that speak volumes about what you stand for. It’s also important to use a professional to manage your display ad if you are unfamiliar with the design process to ensure that you get a campaign or ad group that runs successfully and provides remarkable returns.
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