What are the components that make a great display ad? Also called an image ad or a banner ad, a display ad is made up of an image and text, which appears on many websites across the Internet. And while click through rates may be typically be lower than search or text ads, there are several things to think about when building a display ad that is more likely to garner attention, clicks and a higher click through rate.
• An Eye-Catching Image – there is a lot of visual competition on the web, therefore to catch the web user’s attention and generate interest the image in your ad will need to be unique and different to be set apart from the rest. Whether it is your logo, a great product photo, or another type of relevant image make sure it grabs the eye and creates interest for your product or brand. In the two display ads below, courtesy of Gabriel Wheeler at Mann Lake Ltd., the bee image is unique, interesting, and fully relevant to the Pro Sweet product.
• A Strong Differentiation Statement – And while the image of an ad is important the text in that display ad is just as important to build interest and start creating desire. The best differentiating statements are seven words or less and strongly reinforce your brand or product included in the display ad. For the Mann Lake ads above and below, the statement is that of the ProSweet brand, and reinforces the message of the image and the logo.
• Brand and Product Logos – The strength of display ads is in the branding for either your product or your firm. The numbers of ad impressions are much higher in display campaigns, therefore it is important to include your logo and reinforce your brand in every image. Include logos in your ads, and keep your firm’s name in front of all those eyes and enhance your brand name and message.
• One Strong Call to Action – Believe it or not, many people who see display ads on the Internet don’t know that they are linked to a relevant webpage. A strong call to action should drive a person who sees your ad to click, and visit your website. In the Mann Lake Ltd. ad the strong call to action is “Click Here for More Information.” There is no mistake that the user will be taken to the Mann Lake Ltd. website and learn more about ProSweet.
One last thing, ensure that your landing page is relevant to the display ad content for two reasons: 1. When a person enters your website from a display ad they want to find relevant information quickly and easily. And 2, in Google AdWords the quality score of your display ads are determined by the relevancy of your landing page. The higher the relevancy, the higher the quality score, and the higher the ad rank which increases the likelihood your ad wins more auctions and is served more often.
Conclusions – Display ads are powerful marketing tools to get your firm’s message in front of what could be potentially millions of eyes. To create successful display ad campaigns your display ads must be differentiated from the large numbers of ads competing in the same digital space. Using unique and interesting images and logos as well as strong differentiating text and calls to action will generate attention, interest, and drive traffic to your website.