Creating Effective Display Ads
What is Display Advertising?
Display advertising is one of the most popular forms of digital advertising. This form of advertising makes use of various images, logos, videos, and other rich forms of media to entice people into clicking on an ad that leads to the landing page of your website.
The idea behind display ads is that using various forms of media, such as images, graphics, videos, and so on, will help get your ads noticed by potential customers.
Display Ads are Still Very Effective
You may have come across one of these statements when researching display ads:
- Display ads are dead.
- People are not getting any return from their display ad campaigns.
- Stop wasting your time with display ads
You also may be familiar with some of these facts about display ads. Here are some facts you may have come across:
- One statistic shows that the click-through rate of display ads is only 0.05%.
- There are over 190 million ad blocker users all over the world, and this number is growing at a staggering rate.
- More than 50% of internet users do not click on ads because they do not trust them (Source).
All of these facts are true. However, it is also true that many people pay more attention to negative facts than positive ones. Here is another negative fact: according to one study, over 80% of startups fail. Does this mean that you should stop dreaming about creating a new business? Of course not!
The problem with people circulating negative facts is that they completely ignore the positive ones.
It is rare to hear people talk about the success stories of display ads because they are only focused on the negative aspects. It’s simply not true that all people are getting little or no return from display ads. In fact, there are many people who are crushing it with display ads by getting their strategy right.
Display ads continue to be very effective. Here are some reasons why display ads are getting even more powerful.
- Native ads and Digital Videos are reshaping display ads
Most people think of display ads as traditional banner ads. While banner ads are one form of display ads, there is more to know when it comes to the different types of display ads. Ads that appear on social media platforms are also considered display ads. These ads are often the most noticed by social media users.
New forms of display advertising are not as irritating when presented in new, innovative ways. These ads are not designed in standard sized boxes. These ads are shown right in the center of the screen where people notice them.
Digital video ads are often seen in content feeds now, as opposed to a video stream, making them more effective. These new forms of display ads are greatly increasing their effectiveness.
- Display ads are very effective on mobile platforms
People are starting to spend more and more time on mobile platforms. Almost every single individual in the United States has a smartphone. Furthermore, advertisers are getting a decent rate of return from their mobile advertising campaigns. This has led to an increase in the budget allocated for mobile advertisement.
One study shows that in recent year, the budget allocated for mobile advertising has increased at an annual compounding rate of 110%. Advertisers are now coming up with more and more compelling display ads for smartphones to compliment the increase in smartphone users.
- Display ads help enhance brand awareness
One study shows the increase in the budget allocated by advertisers for display ads. This exemplifies how display ads can be one of the most powerful ways to increase brand awareness.
A huge benefit of display ads is that advertisers only need to pay when users click the ads, in the case of cost per click. This means that it does not cost a lot of money for advertisers to increase brand awareness with display ads. Display ads not only increase brand awareness, but they also increase the purchase intent and post-exposure brand search.
There are many types of display ads that you can experiment with. Here is a link to different types of display ads. Now that you are aware of what display ads can offer, we will move ahead to discuss the best practices for implementing display ads.
Best Practices for Display Advertising
Following the best practices listed here will significantly enhance the effectiveness of your advertising campaigns. Here are some best practices for you to follow:
- High-Quality Images
Advertisers are quite aware of the importance of images in their ads. However, they often add images just for the sake of adding images. Do not take the quality if your images lightly. Always check the resolution of your images before inserting them on your ad. Images inserted in your ad must not appear distorted on a larger screen.
Retargeting ads are extremely effective. Many advertisers have found great results via retargeted ads. You can get great results too if you run your retargeted campaigns in an effective manner. According to one study, retargeted display ads get 70% more clicks when compared to normal display ads.
- Personalized messages
Adding a personal touch to your branding message makes a huge difference on how your potential customers view your ads. Customers are likely to appreciate your efforts if you personalize your ad campaigns for your customers. It also helps in separating your ad from the ads of your competitors.
- Emphasize both keywords and topics
There are millions of contextual keywords that could be shown to you by Google – making it extremely difficult for you to plan your ads. Instead of only focusing on keywords, it’s recommended that you emphasize both keywords and topics. Filtering topics within your keywords can make it easier for you to plan your ads and thus run effective campaigns.
- Implement separate campaigns for text and images
Images and text ads perform differently and must be treated a such. For this reason, it’s extremely important for advertisers to optimize their ads using different campaigns. Doing so will help you create effective ad campaigns. Incidentally, you will also find it easier to create a custom budget for both your text and image ads.
- Link to relevant pages
It’s important for advertisers to link to relevant pages. There is a high chance of visitors leaving your website if they are directed to unrelated pages via display ads. The display ad and the page that you are linking to must be connected to each other. Linking to relevant pages will not only lower your bounce rate, but it will also help you enhance your conversion rate.
- Invest more in top performing ads
Not all of your ad campaigns will yield the same results. Some ad campaigns may deliver excellent returns while other ad campaigns may only deliver mediocre returns. Customize the bids on your top performing ads.
Do not only look at the CPA – also consider the profitability of specific ad campaigns that are performing well. Do not hesitate to increase your investment in your top performing ads.
If you’ve decided to create display ads for your business, good for you! Your ad creative may be the first time a customer interacts with your brand. It’s important to use that opportunity to make a lasting impression. Utilize these tips to make your ads stand out from the rest.