Display advertising is a tricky code to crack. On the one hand, you can bring in a lot of traffic through display ads. On the other hand, you have to combat the growing phenomenon of “banner blindness” — people are becoming “programmed” to ignore the banners they see on the web totally. Here are some tips to succeed at display advertising.
Know Your Goal: Awareness or Clicks?
One of the most important things is to know your goal. Different goals warrant different strategies. If your end goal is simply brand awareness, such as if you’re a large corporation with many branches around the country, then banner blindness isn’t as much of an issue — people still notice the banners out of the corner of their eyes, and you’ll still gain awareness (as long as your brand name and logo are the most conspicuous part of your banner).
However, if your goal is to drive traffic from your banners, you need to design it in a way that gets people to notice it and entices them to click on it. White banners on a white background, with simple text and a plain image, are very effective. Although not as pretty as fully designed banners, that doesn’t matter as much, since your end goal will be reached more easily — they blend in with the reading material on a website and get noticed more often. Colored banners look more like the ads that they are and get noticed much less.
White banners aren’t for everyone, but they’re something to be considered. Even when you’re using colored ads, consider placing dark text on a light background for easier readability.
Curiosity is the Name of the Game
Want people to click on your ads? Make them burn with curiosity. Ask a question that leaves them hanging or say something that makes them NEED to find out more. For example, say something like, “These 5 ‘Healthy’ Foods are Causing You to Gain Weight”, without specifying the foods.
You can also include an image of a fruit that is otherwise thought to be healthy. This will cause people to be intrigued, will catch their attention, and will bring in lots of clicks. Of course, this is just an example from the weight loss niche; you need to be creative in your own industry.
Beware of Information Overload
When is more less? When it comes to display advertising, of course. You might feel a need to put in as much information and product benefits as you can into your small allotted banner space, but please don’t. Information overload will kill your success. You’ll be done before you even started. Keep it plain and simple. Only include the most important thing or two. Make sure to have a substantial and compelling call-to-action as well.
Use the 3 Real Rule
Stock photos suck, plain and simple. They just won’t catch people’s attention, especially with social media display ads. You should use real photos of real things that were taken by real people. Hire a professional photographer if you need to. Take real photos of your products. This way, your ads won’t appear bland, they’ll appear REAL.
Don’t Forget About the Laws of Marketing
Don’t forget about proven marketing tactics that work almost all the time. Urgency. Scarcity. Limited time and limited copy offers. Pain and ways to solve it. Pleasure. Benefits. Bonuses. Freebies. Special discounts. Social proof. These are all things that will increase your click-through rates.
Colors play an important role in marketing as well. Red backgrounds display a sense of urgency. Blue backgrounds convey a feeling of security (which is why security officers wear blue shirts). Green conveys a feeling of pleasure and cleanliness. Yellow is for happiness. Purple is for luxury, while pink is for sweetness and ads that have to do with babies.
Choose your colors carefully, depending on your message. Split-test them too.
And finally, when displaying images of people in your ads, make sure that they’re handsome, good looking, attractive, and pretty. This catches people’s eyes.
Are you at a loss when it comes to Display Advertising or simply have questions? Here, at Results Driven Marketing our team of marketing professionals will be more than happy to answer any questions or help you with any Display Advertising needs. For more display advertising tips, contact us or call at 215-393-8700