Display advertising is very popular these days. It is advertising on websites that encompasses several different formats and contains different items such as text, flash, images, video, and audio. The primary aim is toto deliver general advertisements and brand messages to various site visitors.
Display ads play a pivotal role in building brand awareness and boosts clicks, conversions and sales from people visiting business or services online. These ads are designed in a fashion to reach out to new customers, build positive response and reach to impossible locations through the World Wide Web. Hence, it is necessary to create effective Display Ad which helps achieving desired recall value for a specific product/service.
So how to use Display Ads for better conversion? Well, a well-planned display ad fulfills major goals for the advertisers. Right from creating awareness among audience to product promotion, and converting leads for sales, these ads help business owners get maximum value online.
The advertisers should always focus on making a smart move when planning for display ads. Here are some tips to help you use display ads for better conversions:
1. Focus on Placement of Campaign
Proper place of display ads will ensure a great boost to impact of the ad campaign. This also helps with segregating different website categories for display ad placement to showcase product/service. The advertiser will get opportunity to gain control over where their ads are being placed. Planned Placements will allow you to pick and choose precisely the websites that advertisers want the ads to be displayed on. Demographic targeting like age, gender and/or parental status are more effective for targeting a specific group through display ads. For instance, if you are selling a product that is more appealing to the group of girls aged between 18 and 35, then showcasing the same to those in age group of 50 years and above will make no sense. Hence, you should focus on planning efficiently and targeting smartly!
2. Remarketing is Important
Remarketing aims at reaching visitors who already have had the information related to a specific product or service on offer. It is benefited a lot by display ads. These ads are designed with more personalised message / content depending on the overall interest of the past visitors.
Display ads through remarketing allows advertisers to drive conversion because this kind of display advertising targets users who have already visited the site. Browsing through similar images will trigger conversions.
3. Customised Landing Page
Display ads contribute a lot for conversions especially if landing page attached to the ad is relevant to the offering. Visitors will be directly transferred by effectively attached landing pages to the information visitor is willing to go through in the ad. It also triggers trust values that acts as a key success tool for overall impact of the campaign. These landing pages encourage visitors to engage into conversion and track and review the whole campaign.
4. Campaign Traffic Tracking
Tracking is very effective for a display ads campaign. The process helps in a number of ways:
- Assesses ad performance (doing well or not)
- Checks location of visitors
- Behavioural pattern of visitors
All of these are helpful in assessing driving force of ad engaging people to product or service offered. It also helps developing more number of campaigns for a specific group. It further contributes in boosting sales and expand area of reach.
5. Get Creative
Getting creative is very important when planning on display advertising. Visitors expect impressive offering and designs that are gripping. In case, you fail to do so, the ad fails to get noticed.
So think who your target audiences are, what you expect from them and where precisely on the web they can be found.
A number of tools are provided by Google for measuring effectiveness of display ads, these days. So test as much as possible. You need to find out what works and what doesn’t. Also know when it works best, and the action it generates.
Be precise when designing display ads. Always check ads in different sizes and formats. This will help you to see the compatibility. Images and text should hold relevance to the product. Also the text should provide direct message to visitors.
Visitors usually get a glimpse of details on the ads to be able to take a decision. So make sure the message is brief, very simple to understand and relevant. Remember that display ads are fun and when planned in the right manner can ensure success to the business.
6. Feel-Good Discount
Website visitors and ad followers love discounts. Most of the time people tend to buy a specific thing even if they don’t want. This is because the discount offer is great. Most people are likely to follow through with a purchase if they get a deal on it. So advertisers must take good advantage of this and keep including special offers or discounts from time to time in their display ads.
You can try coming out with mutiple offers to determine what clicks well with your audience.
7. Dynamic Call-to-Action
Did you know why red button is a hot favourite among SEO and online marketing experts? Yes, the red button stands out from the rest of the display ad. This make it eye-catching in all respects.
Since they can make or break your campaign, it is important that you have an effective CTA in display ads as well as landing page. Consider different elements in your CTA:
- A design
When it comes to CTA, create a button that almost irresistible. It must be clickable for visitors. Creating a button that stands out on your display ad or landing page will let your visitors exactly where to click exactly!
Also remember that copy used for your CTA is of great importance. It should be very short and as clear as possible. Let the visitors know exactly what will happen when the person clicks on the display ad or once they submit a form on landing page.
8. Emphasise on Benefits of Products / Services
If you are looking forward to marketing a product or service, make sure the focus is on the value. It should clearly display the value customers get as compared to showing off a list of features that you wish to offer. Optimizing display ad campaigns and landing pages by focusing on the benefits and worth that you offer.
Ensure that the display advertising creative design focuses on one value proposition holding close relevance to target audience. This allows you to use available space effectively than squeezing in as much information as possible into your ad.
Remember that your landing page has more amount of space to present various benefits your customers can get from your product / services. Also try matching this up with testimonials. This allows your brand and product establish trust with your potential clients.