It doesn’t matter what websites you tend to visit, you’ll be seeing display ads on almost all of them. These squares, skyscrapers and banners are vital revenue earners for lots of websites – and an ideal way for you to promote your business.
However, more often than not, we see cramped, uninspiring ads that simply don’t attract clicks. Here’s our how-to guide for display ads that’ll get people interested.
Less is usually more
You usually don’t have a lot of space in a display advert, so you need to make sure you’re making the most of it. In this instance, less is more – focus on minimal text and choose a striking image. If people are interested, they’ll click through, and that’s where you can provide more details.
Match your creative to the space
Rather than just scaling some existing artwork down, think about whether it really fits the space you’re putting it into. This’ll work well for some campaigns, but for others, it can come across as uninspired. If it makes sense to do so, come up with different ideas that can work in unique spaces. It’ll also help you to avoid ad fatigue as a bonus.
Keep your tagline to the point
Think about the most compelling print adverts – the best of them use hardly any text, and focus on a single tagline that sums up exactly what they’re trying to say. The same principle applies to display ads. Come up with a bold, distinct tagline that best represents your brand and you’re more likely to succeed.
Choose the right photography
Display ads aren’t necessarily known for their high resolution, but that doesn’t mean you can skimp on the photography. Avoid clichéd stock photos where possible and pick images that are guaranteed to wow.
Using GIFs? Keep it simple
Animation can be a great way to draw the eye, but don’t use GIFs to cram as much information as possible across a number of slides. Instead, pick an element in your advert – for example, a background shape or an icon – and animate that instead. It’ll attract attention without overloading the user.
Make sure it matters to your audience
We’ve saved the most important for last – make sure your display ads are the right fit for your target audience. Even if they’re shown on sites that don’t completely fit the bill, you want to make sure you get the right people clicking through. In that respect, you need to approach display ads like you would any other advert – think about who it’s for and design accordingly.
Looking for a display ad strategy that will convert to greater sales? Chat to us. We don’t just design stunning ads that grab attention, but we know the latest display ad platforms inside out and develop strategies that make a real difference for our clients. Visit our services page to find out more.
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