As a form of paid search advertising, display is finding more and more favour amongst marketers. But in order for these campaigns to yield maximum success, they need to be tailored appropriately. Here, we look at what advertisers can do to encourage people to click on their display ads.
Display advertising is an increasingly popular form of digital marketing.
Research firm Forrester believes that the display advertising market will be worth $28 billion by 2017.
Online display advertising is growing at a rate of 17% per year, and that growth should come as no surprise.
Display advertising, when it is well targeted and carefully designed, works.
The challenge for advertisers is creating campaigns that compel customers to engage with brands.
There are several elements that go into creating effective online display advertising campaigns.You need to target the right target audience.
You also need to display ads in locations where potential customers will see them.
And last, but not least, you need to catch their eye and give them a reason to click.
Let's take a look at each of those challenges individually.
Choose where your ads will appear very carefully. If you are advertising on a social network such as Facebook or LinkedIn, it’s worth looking into the targeting options they offer, as they’ll assist you in reaching your target market more effectively.
Otherwise, through placement targeting, you could carefully select the sites you wish for your adverts to appear on.
One good example of this is the adverts placed on FlyerTalk. The FlyerTalk forum is a community aimed at frequent flyers and business travelers.
For example, ads for Finnair appear quite frequently on the site; as Finland’s largest airline, their ads are likely to be of considerable interest to FlyerTalk’s core audience.
These ads fit in well with the overall page design (they have a similar "cloud" design to the footer) – so, they’re not particularly intrusive.
Create Eye-Catching Ads
High-quality creatives can work wonders for your CTR (click-through rate).
The best-performing banners are ones that use one image – rather than a series of images, which tends to overcrowd the space - a compelling headline and a short tagline that is catchy and clear.
Do not try to say too much in your ads.
Focus on the USPs, and remember that it's better to say one thing and say it well.
If the user is intrigued, he or she can click on your ad and read more about whatever it is you have to say.
According to AdForm, rich media ads have three times the CTR of static banners.
Animated advertisements for WarTune on gaming websites are a great example of well-made rich media ads.
WarTune's advertisements are bright, eye-catching (there is a lot of movement in them) and very polished in appearance.
They have all the components needed to entice a user’s interest and potentially click.
Giving Users a Reason to Click
Once you have caught the attention of a surfer, your next challenge is to get them to click-through and stay on your site.
A good way to do this is to promote a special offer.
Fotolia creates a sense of urgency when it advertises its $1 special offer for new customers.
As soon as you use the words "special offer," “buy now,” "limited time" or "shop now" on an ad, you give the viewer a reason to act.
Creating display advertising that works is both an art and a science – in that a successful example needs to be able to serve up plenty of substance as well as style.