Dissimilar to billboards, display ads come in many different formats, and can be optimized to reach the right people through keywords, demographics, location, and remarketing. While the success of an ad greatly depends on the audience, industry, and product/service, there are some data-informed best practices that can be used as guidelines. Check out our list below to identify some quick wins to improve your ad’s usability and conversion.
Online display advertising is the process of advertising a company or product on websites. Display ads come in a variety of shapes and sizes and serve to encourage audiences to engage with the company associated with the ad. Marketers and advertisers use display advertising software in order to target, purchase, manage, and track display advertisements. Along with paid search advertising, display advertising is one of the most used forms of online advertising.
Fitt’s Law states the amount of time it takes to click on something is directly affected by its distance and size. Things that are clickable should be large and in a position that can be easily clicked. Considering using large buttons near the bottom or right side of of your ad to encourage clicks. Not only is the positioning logical in terms of the narrative, but its positioning is visual on desktops and thumb-friendly on devices.
Remarketing is used to keep your past visitors engaged, “completing the whole circle of engagement,” says Paid Search Strategist Caleb Hutchings. The majority of those reading this post have likely been successfully remarketed to. Just the other day I was shopping for a pair of fall boots when a few days later that stylish high-kneed suede pair of black boots would not leave me alone. They kept appearing on multiple sites that I was on at various points during the week, until I finally gave in and took the plunge. If I wasn’t remarketed to, would I still have bought the boots? Probably, because I actually needed fall boots, BUT the chances of me getting that pair from that domain would have dropped significantly if remarketing was not in place. This is just one example of the power of remarketing, which has been seen to work across a variety of industries.
I am the biggest sucker for discounts. A few years ago, a blue satin dress at TJ Maxx caught my eye. I didn’t love the style, but the fabric was pretty and the length was perfect for my stumpy, 5-foot-1 frame. I figured I’d give it a shot and headed to the changing room. I was on the fence about it, so I made a deal with myself—if it was below $75, I’d buy it, above $75 and it’d land in the discard pile.
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There are critics who say that the information that they can get from Instagram about who is clicking their ads and how those customers behave is sparse. If you are looking for more detailed reports, the ones that Instagram provides may leave you wanting more. You can also only access Instagram’s full features in their mobile app. This can be a disadvantage if you prefer to manage your business from a desktop environment.
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This is only scratching the surface ResortQuest was able to use Googles display ad builder to achieve a 50% higher click-through rate. Similarly, Babson College used the Google display ad network to reduce cost per action by an impressive 67%, while also increasing volumes. There are numerous such display advertising examples out there to help inspire you and optimize your next campaign.
11 Awesome Google Display Ads Strategies