Display ads can be a powerful way to get more traffic to your site and connect you with more potential customers. But they need to be done right to produce results. To improve the performance of your ads, here are some best practices to follow.
- Go Dynamic
Dynamic retargeted ads, those personalized based on a user’s location or browsing history, can be highly effective at re-engaging shoppers that have shown an initial interest in your product.
One of the biggest benefits of using dynamic ads is that it limits “banner blindness” in that your ads are more likely to grab someone’s attention when they feature a product the user has already shown interest in. Travel-reservation website Booking.com is a master of this strategy. If you search for a hotel or two and then surf the web a bit, you’re almost guaranteed to see Booking.com ads for those hotels.
- Make Your Copy Short and Sweet
The human brain is only capable of processing about five words per second. With this in mind, consider that the average person only glances at a display ad for one or two seconds. Therefore, it makes sense that most advertising experts recommend limiting your banner ad copy to 5 to 10 words. Aligning those 5 to 10 words with your customer’s stage in the purchase funnel will ensure that your copy is relevant and being delivered at the right moment to increase your chances for success.
- Keep Your Content Goals in Mind
When you’re crafting your content strategy, there are probably several key channels that come to mind – social media, blog posts, emails and paid search. But display can also be a valuable complement for great content. As display ads become increasingly targeted and personalized, they present another opportunity to help connect your target audience with your quality content. This can help you boost your social media following and can even help you cultivate brand advocates, depending on your marketing goals.
- Spruce Up Your Landing Page
Even a well-designed display ad will fail to get the results you want if the page you direct them to doesn’t convert. Make sure your landing page is in sync with whatever call-to-action you include in your display ad. For example, if your display ad mentioned a “limited-time offer,” ensure your landing page prominently features the offer and allows visitors to easily take action.
- Optimize for What Works
No matter how well you nail it on your first try, there’s always going to be room to improve. Each time you plan a display ad campaign make sure you test different messages and images. Multiple versions ensure that you’ll always catch your best-performing elements. Combining the best elements of each previous ad into your new ones will keep them high-performing and fresh.
Display Ads Aren’t Going Anywhere
Some people may claim that display advertising is losing effectiveness, but this area of marketing is far from dead. In 2016, banner ads represented the second-largest segment of the digital ad market, outdone only by search advertising. Display ads will continue to evolve, becoming more personalized and relevant to your target customers. With these tips and a bit of creativity, display ads can be a productive part of your marketing mix.