The first step in developing leads for your business is to get them familiar with your products and services. One of the most effective ways to do this is through display advertising. This form of pay per click advertising shows banners on websites listed on the search engine results pages (SERPs). The ads are shown to users who have a need for your products. Display ads are effective at building brand awareness and generating leads.
Paid search ads show up on the SERPs when people are searching for products related to yours. Display ads appear on websites, blogs, news sites, Gmail, YouTube and more within the Google Display Network. A person does not have to be searching for your products to be shown these ads. Instead, they are shown to your target audience while they are using the internet.
The websites that banner ads appear on are relevant to your products and services. So, if a person is shopping for birthday party supplies, they may be shown a banner ad for your personalized invitations. They would not be shown a banner ad for detergent because this is unrelated.
There are some similarities between the two types of ads. For example, you can target your ads toward certain people. This helps your brand reach the right people while also making the most of your budget. Also, both paid ads and display ads have a headline, text and URL, as well as the option to add a video or image.
Display advertising is important because it keeps your brand front and center. As with other online marketing tactics, there are certain practices to follow that will give your ads the best chances of being seen by the right people. Let’s explore seven effective ways to improve your display ads.
1. Use Quality Images
How you present your ads to your target audience can make all the difference in how they feel about your brand. Always use high quality images that look good on all devices. Low quality images may look grainy or distorted. Custom photos from your business are best, though stock images can work well. Be sure to edit the image to fit your brand. Stock photos that are edited with your brand colors and text can look like your own, plus save time and money.
2. Personalize the Messaging
The best way to cut through the noise is to personalize your message. When crafting what your ad will say, be sure to use words like “your” and “you.” This way, you’re speaking directly to the customer. Also, be sure to tailor the messaging toward your buyer persona. For example, some personas prefer humor in their ads while others feel comfortable with facts and data.
3. Link to a Relevant Landing Page
When a user clicks on your ad, it’s important that they are brought to a relevant landing page. If you bring them to the homepage of your website, it’s a wasted opportunity. Link your display ads to the proper landing pages for the best user experience. If you don’t have a dedicated landing page for the ad, create one.
4. Test Your Ads
Google offers various tools that allow you to test your display ads for their effectiveness. Use these tools to better understand what’s working and what’s not. You can test just about every aspect of your banner ads, such as the layout, colors, text and call to action. Look for trends in performance. Does your audience seem to respond better to certain messaging or CTAs?
5. Follow Your Style Guide
Reading online articles is helpful, but sometimes, the advice is taken too literally. While colors like green and red do encourage action, it’s important to keep your ads consistent with your brand. When creating display ads, follow your style guide, if you have one. Your display ads should be a part of your overall digital strategy and should not look separate.
6. Include a Call to Action
Every advertisement needs a call to action. As obvious as you may think it seems, you must tell your audience what you want them to do next. Be creative with your CTAs, but don’t go overboard. They should be short, direct and relevant to the ad. If you want people to view your products, a button that says “Shop Now” is a good choice. To take advantage of a trial, a good CTA might be, “Start Your Free Trial.”
7. Experiment with Rich Media
Traditional display ads have an image and text, but you are not limited to flat images only. You can also use rich media in your banner ads to help them attract more attention. For example, when users hover over your advertisement, it could play a short video or expand to provide more information. This is a neat, refreshing way to gain more brand awareness. It is more costly, however, so you can’t use it all the time. But, rich media is worth considering for some ads.
WSI Net Advantage makes display advertising easy! Give us a call at 510-687-9737 or fill out our contact form to learn about our affordable, competitive forms of pay per click.
Kevin Dean, President of WSI Net Advantage...
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