7 Tips To Increase Your Results With Display Advertising
Display or banner ads are advertisements that show up on a website. These advertisements can be used to promote a new product, offer or resource; create brand awareness; encourage buyers to complete a transaction on your website; or remarket yourself to prior visitors to your website.
These ads usually have static content (text overlaid by an image or Flash plug-in) or rich media (interactive media in the form of videos that demand engagement from audiences) and a CTA (call-to-action that tells audiences where to click and what to expect after clicking).
Display advertising gets a bad rap for being obtrusive or ineffective. But nothing could be far from the truth. Unbounce research indicates that 98% advertisers are not doing display advertising the right way and thus, not getting returns on their marketing investment. This implies there’s a fundamental gap between advertisers’ understanding of display ads and the best practices for creating effective display ads. This blog aims to point out common flaws of display ads and give handy tips to improve advertising campaigns.
Know your audiences
One of the foremost reasons why only people labeled display advertising as “distasteful” when it first emerged in 2013-14 is that marketers were using ads indiscriminately. Going on a website to look for directions to the nearest pharmacy and being bombarded by ads about completing an abandoned shopping cart on a website, will not serve any purpose.
But placing an ad offering discount on online purchase of medicine can tempt the user to click on the ad and at least consider the options. The key to effective digital advertising is to understand who is your audience and what they want.
Know your marketing objectives
As with any marketing campaign, digital advertising also needs clearly-defined objectives. Is the purpose of your advertising campaign- capturing a new target market? Or, creating awareness about a new program or service (festive sale, promotional discount, etc.)? Identify your goals and keep them reasonable. Google Adwords and LinkedIn advertising have built-in analytics features that allow you to map your ad’s performance against its objectives.
Use native ads
Native ads emulate the inherent functions of their hosting platform and match ads with user search options in real time. These ads are so relevant that they don’t even look like advertisements. Native ads have a 53% click-through rate and 32% people say they are likely to share banner ads versus only 19% for display ads.
Heineken was able to reach almost 54% of its target audiences in just three days on using a native Facebook ad campaign- an unbeatable feat by any standards!
Have a prominent CTA
The ultimate aim of investing in a sponsored ad is to get users to do something, like download an eBook, complete a check-out, sign up for a membership, and so on. So, have a prominent CTA button on your banner telling them precisely what to do. Be clear in your intent and set expectations correctly. Don’t overpromise and under deliver.
There’s nothing more frustrating than clicking on a free resource and landing on a website’s homepage and having to pay for membership in order to get the resource.
Design a good landing page
The landing page is where users reach on clicking the CTA in a banner. Keep the page distraction-free (no menus and other CTAs), have a short form to gather contact details of users, and redirect to a thank you page where you thank users for clicking the CTA and trusting you with their valuable details.
Combine with retargeting
When you market display ads to target audiences who have visited your website but left without converting, the results can be spellbinding. Repeated reminders to complete a pending action can be really effective, encouraging almost 70% people to convert. A gentle reminder can get the task done far better than pesky prompts.
Analytics tools can show you the CTR and conversion rates of advertisements. Don’t hesitate from experimenting and combining display advertising with other marketing strategies to get favorable results. Sponsored ads are chargeable, and you wouldn’t want to waste marketing budget on campaigns that don’t yield results.
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