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6 tips to master display ads that convert

Digital advertising is essential to your marketing strategy. If you are not currently investing in digital advertising, you are missing a huge opportunity to reach customers and convert them into leads. With 11% of web users now blocking ads and many people tuning them out, it is important you put extra effort into ensuring they stand out, effectively promote your business or product and present a clear call to action (CTA). If you can’t achieve this, you are wasting your time and money. 

So what makes a great display ad? Here are some tips to master effective digital advertising campaigns with exceptional visuals.

  1. Structure 

Before you brief your designer or marketing agency on your display ads, make sure you determine the structure of information, what is the most eye catching element of your ad and where the CTA sits. 

Every ad should contain the following elements; your logo, a value proposition, an image or visual talking to your product and a CTA button. 

Think about the hierarchy of these elements, generally your value proposition and CTA should be the most distinct. Remember, you want your ad to stand out so your content is not confused with the general website content, so it’s go big or go home. 

  1. Branding 

Your logo, colours and typeface is essential to your marketing and advertising assets. When creating digital ads, you want people to associate those ads with your brand. Using your logo is essential along with your brand colours and typeface. No matter what digital advertising campaign you are running, make sure your branding isn’t lost. 

  1. Colour 

Colour is important in any marketing or advertising assets, it evokes emotions and grabs people’s attention. Colour is particularly important when creating display ads given the crowded display advertising market. 

Make sure you use colours that represent your brand, use colours that appeal to who you are trying to reach and keep your platte minimal so viewers are able to focus on what is important. Try to avoid ads with a white background, they are less likely to stand out. 

  1. Imagery 

Images are not essential when creating display ads, it depends on what you are promoting and your objective. If you are promoting a product, simple, sexy, imagery of your product is key. 

People are more likely to remember information if they see it. If you are working to evoke an emotion, images of people and faces can serve a purpose. But remember, if you don’t have the right imagery, don’t just use placeholder images to fill a space. 

  1. Simplicity 

Simplicity is key when it comes to digital advertising. Display ads are compact, you are not going to be able to tell your entire brand story, product details and pricing in a small placement. The key is to use bold and appealing copy and design that talks to your audience. 

The three C’s by Google Marketing summarises this perfectly;

  1. Be compelling 
  2. Be concise
  3. Be clear 
  1. Call to action 

The call to action in your display ad is one of the most important elements and it should be clearly visible. You want users who are seeing your ad to know exactly what it is you are asking them to do, it’s so compelling they cannot ignore you. ‘Learn more’, ‘register now’ or ‘sign up’ are some examples of proactive copy you can use to persuade your user to take action. 

‘As with any marketing campaign, the success of a banner campaign comes down to creative quality.’ – Google Marketing 

In 2021, digital marketing expenditure will make up 46% of the total global ad spend, this shows just how popular online marketing is for businesses. Taking the time to nail your creative is essential in seeing results for your business. 

If you need assistance in getting the creative balance right for your brand, reach out to the team at Biizy, we’re here to help. Email