The Do’s and Don’ts of Display Advertising
Here is the sad truth: majority of display ads are never seen by a human being. Think about it. We are bombarded by ads everyday from whatever channel we happen to be tuned into at the time. Even when we’re playing a game on our phone or visiting WebMd to see why that mysterious mole has suddenly reappeared, no matter what we are up to, if it takes place online, chances are we are being advertised to. It happens so often that we don’t even notice it anymore, which isn’t good news for marketers. But like other marketing tools, when display ads are executed correctly, they can offer an impressive return and a high conversion rate.
Below are a few ‘Do’s and Don’ts of Display Advertising’ that may help you take your display ad game to the next level.
DO Define The Goal Of The Campaign First
Figure out why you are launching your ad to begin with. Once you’ve done that, it will be easy to begin the creative process and determine how and what you will measure as your KPI to see if your goals are being met.
DON’T Rely On Click Through Rates
CTR’s provide a weak metric that doesn’t tell you much outside the fact that, yes, your ad was clicked on. Generally, ads have a CTR of 0.3 – 0.5 clicks every 1,000 times an ad is shown. It’s not great. That’s why it is important to focus on measuring conversions instead. Conversions speak to the actual engagement your consumer had with the product/service as a result of your display ad. For more on conversions, read our How to Guide to Digital Marketing.
DO Design A Landing Page For Ads
What takes place after a consumer clicks on an ad is very important. Designing a landing page can be used to effectively extend the offer that is being made in the ad. From here, you can work to convert the mere interest of the consumer into a measurable behavior (buy product subscribe, etc.), which is a good thing.
DON’T Underestimate The Power Of Visuals
If your visuals are not shown to your target audience, then your campaign isn’t going to bring in the best results. Your creatives should be eye-catching, concise, and personalized to your consumer. Only then does your message have the chance to break through. Try creative testing, it will allow you to see what visuals really work for your campaign and what will bring in the highest conversion rates from your display ad.