Display advertising is advertising on websites. It includes many different formats and contains items such as text, images, flash, video, and audio.The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.
The presence of Internet and the reach it has got in the present market scenario has changed the way people have started responding to the advertising formats done digitally. In online advertisement search ads contributes a lot in achieving the desired conversion that any advertiser is aiming for.
The main goal of advertising is to convey the direct message to the target audience in order to boost sales at the very end of the entire advertising process.
In present scenario display ads are one of the most practiced advertising formats online that plays a vital role in building brand awareness and enhances clicks, conversions and sales from the people who visits your business or services online.
Display Ads are designed to reach to the new customers, build positive response and reach to any impossible locations through web. So it becomes very essential to create an effective Display Ad to achieve the desired recall value for the product/service.
Now, the question arises as to how Display Ads plays a vital role for better conversion?
A well-planned display ad fulfills all the goals for the advertisers with which they had started the campaign be it creating the awareness, product promotion, or converting the leads for sales.
The advertisers in order to always rule the stage should always make smart move when planning for display ads and one that is done effectively, they are going to just enjoy the success as a piece of cake.
Boosting Conversions Through Display Ads – Tips to Follow
1) Campaign Creatives
Display is generic terms means to showcase, so be clear what you want to show through the display ad. This will lead to an effective design.
Display ads are more effective when it comes to place the message through effective visuals, catchy headline, animated banners or videos targeting to a specific group of people to whom we want to reach effectively. Design even if its simple doesn’t matter, it still can be very appealing to the visitors if the blend of visual and text has been planned effectively in the ad design.
There are various options available for the display ads formats that give an opportunity to the advertisers to design the ads in various sizes to be compatible to various formats (desktop, mobiles, tablets etc).
2) Campaign Placement
Aiming at the proper placements of the display ads gives a great boost to the effectiveness result of the ad campaign. This also helps in segregating various categories of website for the display ad placement to showcase our product/service.
Campaign placements targeting method gives great opportunity to the advertiser to have control over where their ads are being placed. Planned Placements allows to pick and choose exactly the websites that we as an advertiser want the ads to be displayed on.
Demographic targeting such as age, gender and/or parental status when categorised correctly helps to be more effective when it comes to targeting a particular group through our display ads. Say for example if we have a product that is more appealing to the group of boys who are in the age of 18-35 years, then showcasing the same to the age group of 55 years and above will bring no results.
So plan efficiently and target smartly!
3) Focussed Remarketing
Remarketing is done with an aim to reach such visitors who already have had the information about our product or service on offer. Display ads are great choice when it comes to remarketing. Display ads are designed with more personalised message / content depending on the interest of the past visitors.
Display ads through remarketing helps the advertisers to drive conversion, as this form of display advertising targets users who have already visited the site and follows them on their online journey. Encountering the similar images they have viewed triggers the conversions.
4) Customised Landing Page
Display ads can be a great contributor for the conversions when the landing page attached to the ad is accurate to the offering. Effectively attached landing pages will take the visitors directly to the information what the visitor is actually willing to go through within the ad. This brings out greater trust values that acts as a key success tool for the effectiveness of the campaign. Such landing pages encourage the visitors to engage into conversion. These landing pages also help to track and review the campaign well.
5) Tracking Campaign Traffic
Tracking the effectiveness of any campaign is essential be it search or display ads. Tracking helps in many ways:
- In terms of ad performance – doing good or not?
- Checking the location from where the visitors are engaging
- Behavioural pattern of the visitors
All these helps in analysing what are the driving force of the ad that are engaging people to our offered product or service. This further helps in developing more number of campaigns for the same group, which further contributes in boosting the sales and expand the area of reach.
While planning on display advertising, always aim at a great creative. Visitor today are always looking for interesting designs or offerings that can engage them. If its not so, the ad fails to be noticed.
The best way to approach through display advertising is to think
– Who your target audiences are?
– What we want them to do?
– Where on the web can we find them?
There are various tools provided by Google to measure the effectiveness of display ads offer for effective campaign. Test as much as possible, find out what works, what doesn’t, when it works best, and what action it is generating.
When designing display ads, always be precise on the way the entire design is falling together. Always check the ads in different sizes and formats to see the compatibility. Both Images and text used should be in relevance to the product and not a mismatch. Text used should have direct message and simple to convey the message.
Remember visitors today, just gets a glimpse of every details on the ads in order to take any further decision to engage, so the message has to be
Display ads are fun and when planned well with the right mixes of all the objectives then nothing stops it to increase the effectiveness of the campaign.
The main point to remember is to identify the purpose of display ads, and to keep refreshing the look and appeal of the same for better results throughout the time span of the campaign. If something special is on offer, make sure your customers see it. People are usually searching to make a decision about something. Give them what they need to help make their decision. Ads that are eye-catching will get people interested in our offerings and will help improve your conversion rate of making prospects into real customers.