What Are Display Ads?
Often, marketers use the term banner ads instead of display ads. While a banner ad is a type of display ad, it refers to just one size of display ad. For your marketing campaign to be successful, it’s best to use a range of ads in different sizes.
How are Display Ads Measured?
Display ads are most of the time measured using cost per impression (CPM) or cost per click (CPC). Cost per impressions is how much you pay every time 1,000 people see your display ad. If you want to split-test your content, this approach is a fast and cost-effective way to do that. With cost per click, you’ll pay an amount per click that your ad gets. According to data gathered by Jungle Scout, you can pay anything from $0.05 to $10 per click.
What Advantages Does It Offer?
As display ads are typically measured using the CPM of CPC approach, these campaigns are highly measurable. Cost per click is also usually more cost-effective than other conventional advertising formats like search engine marketing (SEM). On the other hand, if you use CPM, it’s easier to test the effect of different colors, calls to action, and visuals to identify which elements get the best results. Not only are they measurable, but it’s also easier to reach the right audience. With the help of targeting options, you can segment your audiences based on interests. This can help you to set yourself apart from competitors.
Logo
The goal of advertising is bigger than merely getting more people to buy your product. It’s also to boost brand awareness. For this reason, your ads should always include your brand logo. This way it will be easier for your target audience to connect your brand with specific types of products and it can also make your product appear more credible.
Headline
Most of the time, the headline is the first element that your audience will notice. In fact, sometimes they might not even read past your headline. This is why it’s so important that you use a powerful headline. It’s best to use simple language and start the sentence with an active verb. Depending on your product and branding, you can even try to include humor.
Images
Here, you have two main choices: lifestyle shots or product images. Product images work best if you want to encourage more people to consider your product. If your objective is to increase awareness about your product, a lifestyle image that shows how your product can be used in everyday situations is the better approach.
Copy
You’ll use your copy to substantiate your headline. Most often, this part of your ad will focus on listing the unique product features. Just like your headline, it’s best to keep the language straightforward.
Call to action
What do you want your customers to do next? What will happen if they click on a link? You will use your call to action (CTA) to guide them through the customer journey.
Tips for Creating Effective Display Ads
Stick to a simple design
Keep your message short
Just like your ad shouldn’t include too many elements, it’s also better to keep the words to a minimum. In short, your goal should be to communicate your product’s value proposition in as few words as possible. To help ensure that your message is as clear as possible, it’s also good practice to vary the length or your sentences.
Include contrast
Experiment
You can also use it to check if your audience resonates better with a lifestyle image or a product image. Product photos show the specific product from different angles in its best light. On the other hand, a lifestyle photo tells a story by focusing on showing how your product can be used. Generally, product-only photos are a bit boring, while lifestyle photos allow you more creative room.
1. Arlo
4. Puracy
6. Vitafusion
For ideas on how to use color and imagery, Vitafusion’s display ad is a good example. The color of the headline matches its brand identity and stands out against the lighter background. With regards to the image, the inclusion of fruit helps to communicate to the audience that its vitamins can offer the same benefits – it’s healthy and natural. While it doesn’t have any supporting copy, the headline “Vitamin Better” gives a good summary of what you can expect. It’s powerful and simple, just like vitamins should be.
Should You Use Display Ads?
1. Thrive Internet Marketing Agency
2. JumpFly
3. Ernst Media
Wrapping Things Up
It works. It might take some effort and resources, but in a competitive landscape (which the marketplace definitely is), you can’t rely on your product listing alone.
