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How to Improve the Performance of Your Display Ads

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If your business doesn’t have an online presence today, it’s as good as invisible. Companies of every size, from mom and pop operations to mega corporations, can ca benefit from it. This is because over 4.54 billion people use the internet, that’s more than half of the world’s population! And it’s more apparent for large and developed countries, like the United States.

We Are Social’s Digital 2020 report found that over 87 percent of Americans use the internet. They spend an average of six hours and 42 minutes every day on the web, too. And when it comes to devices, they mostly use their mobile phones and computers.

One of the best ways to reach these customers, whether they’re on their phone or laptop, is through display advertising. Display advertising is the process of marketing your products or services using visuals like videos and pictures on publisher websites like Facebook and Google Display Network. It’s like a virtual billboard for your business. And they’re effective because people tend to process visual information better than text.

However, you can’t just open up Photoshop, create an ad, publish it, and expect your website traffic to grow significantly. Here are effective ways to improve your display advertising campaign.

Work With Professionals

Creating an effective display ad can be difficult, especially if you don’t have any experience in creating one. Don’t waste your time and money publishing ineffective advertisements. Work with advertising professionals. They have copywriters that work closely with you to create taglines and descriptions that perfectly fit your products, services, and brand. Work with a graphic design firm as well to ensure your banners not only follow the best visual practices but the latest trends, too.

laptop with advertising materials

Keep Your Ads Helpful

Face it, brand-led advertising mostly works for companies that already have established names in the business. For small to medium enterprises, helpful ads are the best. Show off your products or services’ attributes and how they benefit your customers. Provide information about what makes your products and services unique. Put yourself in your customers’ shoes and answer the question “what’s in it for me?” You’ll be able to create consistently engaging ads.

Personalize Your Content

Despite concerns about privacy, personalization is still preferred by customers. A report by SmarterHQ found that over 72 percent of customers exclusively engage with personalized content.

Personalization refers to using data from your site visitors to create and deliver content based on their motivations, personality, beliefs, and interests. Examples of this include Amazon’s retargeting ads, where they show you products that complement what you just bought or added to your cart. There’s also OfficeMax’s location-based emails, which show you the latest deals in your local store.

Work with a data analytics firm to gather information about your customers and website visitors. These can be done through website cookies or short surveys. Once you have the data you need, you can then work with your advertising team to create copies and graphics based on your audience’s demographic and psychographic information. When you show the right ads to the right people, you’re sure to get the clicks and conversions you need.

Improve Your Placements

Your ads’ site placements aren’t always relevant, even if you’ve chosen the right category. It’s a problem that even the biggest brands suffer from. You don’t want your ads to be displayed on sites that are irrelevant to your brand, or worse, sites that go against your company’s values. Apart from possible PR headaches, this problem also causes you to waste ad space.

Open up the dashboard of the display network you’re using and view which sites you’re ads are being placed. Take note of the ones that are relevant to your brand. For example, if you customize cafe motorcycles, your ads should be placed on motorcycle store websites or online automotive magazines. Identify ones with high clickthrough rates but low bounce rates. Prioritize these websites to ensure your ads are targeted to the right people every time.

Your brand must be on the internet to be noticed by today’s customers. And using display ads are a great way to do so. However, creating one can be difficult if you don’t have the right knowledge and experience. Work with professional ad agencies to make your ads consistently helpful and personalized. Ensure that your ads are on the right websites, too.

Creating and optimizing display ads may take a lot of time and effort, but they’re definitely worth the increased visits and conversions that your business gets.

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