You know those image-based ads that show up on most websites?
Sometimes they are animated, sometimes they flash different colors, sometimes they follow you around from one webpage to another…
You’re looking at toys for your dog online and suddenly you’re seeing images of that squeaky dinosaur toy everywhere you go… Three days later, you haven’t forgotten about it, and you click to purchase.
That is the magic of display advertising.
Display ads, also known as banner ads, appear when you’re checking the weather, sports scores, the news or reading an article or playing a game. (No worries, this is a judgment-free zone)
So how does it work, exactly?
Simply put, display advertising is a graphic (it can be photo, video, animation, etc.) that advertises your product or service, and is published through a vendor to appear on web pages all over the internet.
While it’s true that ad blockers have limited some of the reach that’s possible with display advertising, marketers still see success with it.
In fact, 68% of marketers said that it is “very” or “extremely” important to their marketing strategy.
As a marketer or business owner, it’s always a good idea to listen to the experts for advice on how to level up your strategy.
Here are 9 Tips to Improve the Success of Your Display Advertising Campaign
Tip 1: Automate Your A/B Testing For Ad Layouts
Almost all marketers now use A/B testing to experiment with content blocks, titles, calls-to-action, and other elements of page design to improve the conversion rate of their campaigns.
A/B tests can be set up manually, however, in order to really accelerate your learnings and revenue growth, you might want to consider a vendor that specializes in automated A/B and multivariate testing. A/B testing is the foundation for improving the performance of display campaigns.
Tip 2: Know Your Target Audience
Know your target audience and keep it simple. It doesn’t matter how large of a budget you have available if you get these two things wrong. Attention spans are becoming shorter every year, if you can’t get a clear and concise message across it isn’t going to work.
The flip side of that is you have a very well put together campaign and target the wrong audience that isn’t interested or has no use for that product or service.
Tip 3: Check Your Sizes
For a display ad campaign to be successful, you must have display ads that are the right sizes. There are well over 10 display ad sizes. However, like most things, there are a few that get the lion’s share of impressions. The top three performing ad sizes are 300×250, 336×280, and 728×90.
As you’re developing your campaign and optimizing your creative, the best practice is to have two to three ad variants for each ad size. No matter what else you do, if you don’t have strong creative your campaign will not be highly impactful.”
Tip 4: Consider Your Context
Ensure that the creative blends in with its surroundings as seamlessly as possible. This is not limited to the design of the ad creative, but the contextual nature as it relates to the surrounding content.
Believe it or not, some people actually enjoy engaging with ad creatives that are tastefully placed (ie. makeup ads in beauty publications). Effective ads should double as useful content for your visitors, not a nuisance placed there solely to jack up impressions.
Tip 5: Continuously Optimize Your Targeting
I have been running ad campaigns for the last 8 years, and this is the most important thing I learned about display ads: keep optimizing your targeting options. Audience targeting optimization should be the main thing you focus on.
Start making smaller changes in your display campaign targeting and then compare the difference. You can update the placements, locations, bids, devices, audience interest as per the campaign performance.
Tip 6: Focus On The Visuals
Display ads can be a powerful advertising tool for businesses of all kinds if done right. As the name implies, start with creating a standout visual that relays important information, such as your brand elements (logo, company colors) and what you do.
Additionally, don’t forget to include a Call-To-Action (or CTA) that inspires someone to click on the ad and take the desired action on your site.
Furthermore, take some time with your targeting options to build out an ideal audience for your ads. For example, you could retarget your website visitors from the past 30 days, a segment that might be more inclined to take action beyond checking out your site briefly and leaving
Tip 7: Use Remarketing And Retargeting
Remarketing or retargeting is essential to making many display campaigns work. These are advertisements that follow users, especially those who have clicked or previously been to your website through to other sites they traffic.
Remarketing reconnects you with people who have already visited your website or have shown an interest in your services. It gives you a higher chance of converting an already interested customer and also develops brand recognition. To do this make sure you have properly implemented a remarketing tag on your website in a way that categorizes the interest of the user.
Then make sure that your creatives and follow-up campaigns take those specific user interests into account. The more targeted you can be, right down to the product or service that the user was interested in, the more likely it will be successful.
Tip 8: Make Your Ads Mobile-Friendly
Marketers should optimize their display ad campaigns to become mobile-friendly.
In 2020, mobile traffic increased by 222 percent and is continuing to grow. Marketers who fail to optimize their ads to cater to the different screen requirements of mobile devices are failing to
use the opportunity to increase their conversion rates.
Partnering with a user experience professional or agency is the best course of action for companies without any experience in optimizing their content for mobile use.
Tip 9: Appeal To Your Audience’s Emotions
A top tip for creating great display ads is to target emotions rather than reason. Instead of giving people a good reason why your product or service is good for them, you should provoke their emotions: surprise, happiness, and beyond.
Pay attention to display ad guidelines and regulations because you want to stay compliant. However, do your best to provoke people to take action.
Display Advertising: Final Thoughts
Display advertising is a tried-and-true method to get viewers to engage with your brand. You can be as detailed as you want with targeting, and the world is your oyster when it comes to getting your ads in front of the ideal audience.
Optimize your ads using these expert tips to get them to stand out amongst the crowd, and stay on top of current digital advertising trends to keep your tactics up to date.
Here at WAY Nation Solutions, we know the ins and outs of display advertising, and have worked with businesses of all sizes to generate awareness and leads using this method.
If you are ready to make big moves with Display Advertising this year, connect with us at waynationsolutions.com today.