David Ogilvy once said, “If it doesn’t sell, it isn’t creative.” Display ads are the bedrock of digital marketing. We are a visual species — you might try to sell us on sounds, but studies have shown that sight is our thing. It’s that simple. We like to see things. It’s an evolutionary and quite possibly cognitive error — why?
Because regardless of what our other senses are telling us if we see something, we believe it — even if it’s an optical illusion. And in marketing, this is key. Yet crafting an impressive ad that truly converts can be a Herculean task. Let’s dissect the essential steps and best practices to conjure display ads that not only catch the eye but also transform viewers into patrons.
The Importance of Display Ads
Display ads are a vital part of the digital marketing cosmos — they serve as visual emissaries for your brand. They are your heralds, your prophets. The objective? To metamorphose passive viewers into active customers.
Display ads offer a unique opportunity to build brand awareness and drive traffic to your website. They are the digital equivalent of billboards strategically placed on high-traffic sites to capture the attention of your target audience. According to eMarketer, display ad spending in the U.S. is projected to reach $74.8 billion by 2024, underscoring their importance in the digital marketing mix.
Key Elements of Creating Display Ads – Great Ones
Visual Appeal
High-quality images and graphics are indispensable. The right color schemes and branding ensure your ads stand out. Using strategies like 60-30-10 — 60% dominant color, 30% complementary color, and 10% highlight color — makes all the difference. Mastering this is mastering the alchemical concoction of a good movie’s feel — what makes a Wes Anderson movie.
Otherwise, your ads might end up looking like a family vacation clip where no one had an inkling of good sense when it came to clothing choices and style. According to HubSpot, using the right colors can augment brand recognition by 80%. Plus, visuals should be high resolution and aligned with your brand’s aesthetic to make a lasting impression.
Compelling Copy
Your headline is the hook. Craft concise and persuasive headlines and CTAs that slap users — and compel them to click. For instance, using power words like “exclusive,” “limited,” and “guaranteed” can amplify click rates.
Buzzwords became buzzwords for a reason. According to Copyblogger, 80% of people will read your headline, but only 20% will read the rest. Hence, your headline must be compelling enough to entice the reader to continue.
Relevance and Personalization
Target your audience with pinpoint accuracy — change gears. Less shotgun, more master sniper looking for a headshot. Personalized ads perform better and create a more engaging user experience. Dynamic Creative Optimization (DCO) tools like AdRoll can help craft and tailor your ads to individual preferences. So it fits like a well-made suit, not something bought off the rack. Tip from Epsilon: personalized ads deliver six times higher transaction rates.
Design Consistency
Maintain a seamless transition from the ad to the landing page to reinforce your brand’s identity. Consistency in design can enhance conversion rates by up to 23% — according to Adobe. Ensure that the visual elements, tone, and messaging in your ads match those on your landing pages to create a cohesive user experience.
Steps to Create Effective Display Ads
Step 1: Define Your Goals
Clearly delineate what you aim to achieve with your ads. Increased traffic? Higher sales? Know your objectives. Making money might be the final objective — but how you get there is the goal you strive for. Specific missions help in measuring the success of your campaigns and making necessary adjustments.
Step 2: Know Your Audience
Conduct meticulous market research to understand your audience’s preferences and behaviors. Use tools like Google Analytics and Facebook Audience Insights. Knowing your audience’s demographics, interests, and online behaviors can help tailor your ads to resonate more effectively. Everyone is different. Everyone has an itch to scratch.
Step 3: Crafting the Ad
Combine compelling visuals and persuasive copy. Test different formats like banner ads, pop-ups, and interstitial ads. Make sure your ad copy is concise and compelling, focusing on the unique selling points of your product or service.
Step 4: Placement and Targeting
Choose the right platforms and placements for maximum impact. Find the right combination, go Mike Tyson, and land a knockout punch. Utilize demographic targeting to reach the right audience. Platforms like Google Display Network and Facebook Audience Network offer extensive targeting options to ensure your ads reach the most relevant audience.
Step 5: A/B Testing
Test different versions of your ads to see which ones perform best. Use these insights to refine your approach. Platforms like Optimizely and VWO can assist in A/B testing. A/B testing can help determine the most effective elements of your ads, such as headlines, images, and CTAs.
Step 6: Monitor and Optimize
Keep an eye on performance metrics and tweak your ads to continually improve results. Use analytics tools like Google Analytics and AdEspresso. Regular monitoring helps identify underperforming ads and make necessary adjustments to optimize performance.
Best Practices for Display Ads That Convert
- Use High-Quality Visuals: Avoid clutter and focus on a single, potent message.
- Strong Call-to-Action: Make it clear and compelling.
- Consistency Across Campaigns: Ensure your ads align with your overall marketing strategy.
- Leveraging Retargeting: Engage previous visitors to drive conversions. According to Criteo, website visitors who are retargeted are 70% more likely to convert.
- Incorporating Interactive Elements: Use animations and videos to enhance engagement. Interactive ads can increase engagement rates by up to 47%, according to MediaMind.
Creative Display Ads That Sell
Creating effective display ads requires a harmonious blend of art and science. By focusing on high-quality visuals, compelling copy, and strategic placement, you can craft ads that not only catch the eye but also convert viewers into loyal customers. Start creating and testing today to unlock the full potential of your display advertising — your creativity has to translate into conversions.
