5 Foolproof Tactics for a Good Display Advertising Campaign
(And Why You Can Expect Results)
In today’s digital world, consumers expect and demand an online presence from businesses. Without a professional website, companies cannot expect to remain relevant or competitive. As such, it’s important to master the art of online display advertising. Because the Internet is so fast-paced, there’s really no time to waste on speculating about which tactics will and will not work. Instead, you need to eliminate the guesswork and start making an impression on your consumer audience today. To jumpstart your display advertising strategy, here’s a look at 5 foolproof tactics to employ, and why you can expect results.
1. Target Your Primary Audience
To increase conversion rates, your display advertising campaign must speak directly to the consumer audience you are trying to reach. For some businesses, this means honing in on local buyers, whereas others are focused on attracting those interested in their products or services from around the globe. As you consider your target audience, keep in mind that the specificity will impact your cost per thousand impressions (CPM). Generally, businesses with a broad primary audience will have a lower CPM, as ads are directed to a wider variety of customers. Being more specific may increase your CPM, but improve the chances that your ad will lead to a buying decision.
Why You Can Expect Results: Instead of wasting time and effort on those who don’t need or desire your goods and services, you can direct all of your advertising to reach actual prospective customers, thus driving better results from your investment.
2. Catch the Eye with Banner Ads
Flashy, cluttered banner ads can be irritating to consumers. Instead, create a design that’s clean and visually interesting. To promote brand awareness, consider incorporating a graphic or image that represents your business. Make the intention of your ad obvious for readers, and be straightforward and quick to the point in order to keep your audience’s attention.
Why You Can Expect Results: Your customers shouldn’t have to work to find out what your business has to offer. Capture their interest immediately by utilizing eye-catching banners that offer a clear message and encourage visitors to click to learn more.
3. Provide a Call To Action
Never underestimate the importance of a clear call to action (CTA). This is what tells your prospective customers what you want them to do. Perhaps you’d like them to provide you with contact information, or to sign up for an e-mail newsletter. Whatever the case may be, your customers must understand what you expect them to do, and why they should do it. Provide value to your audience by offering a freebie in exchange for their cooperation. In addition to this, your CTA should stand out and attract the eye, and provide a fast and easy means of completion.
Why You Can Expect Results: Consumers like guidance. As a result, numerous studies have proven that one of the most effective ways of driving consumer results is by asking them to take a specific action.
4. Optimize Your Landing Page
Never try to use a landing page to pull the ol’ bait-and-switch. Your landing page should be optimized to convert a customer, and this means remaining consistent with your ad. Be sure to re-emphasize the the same benefit listed on your banner ad and CTA, and to promote any related offers that may have been mentioned. This consistency will prove to your audience that you can be trusted, and builds confidence in your business’s ability to deliver.
Why You Can Expect Results: When a customer takes action, they expect the landing page to match their expectations for that action. The landing page must therefore be consistent with your online advertising. This will increase the likelihood of customer conversion.
5. Utilize Tracking Metrics
The better equipped you are to review consumer responses to your adds and CTAs, the more visitors you will be able to convert into paying customers. In addition to keeping an eye on how many people are visiting your page and clicking on ads, you should also have the ability to track the percentage of viewers who made the decision to respond to your CTA and make a buying decision. In other words, you should be able to review a play-by-play of each customer, from their initial visit to your site through the point-of-sale.
Why You Can Expect Results: When tracking metrics hone in on true conversion, you can begin to determine what’s actually driving consumers to respond to your business and make a buying decision. Understanding what makes your customers tick will enable you to continue to customize effective display advertising techniques.
Don’t get left in the dust by failing to embrace modern technology. Start today developing a powerful display advertising strategy for your business website today.
By Marc Apple
Marc Apple is recognized as a leader in the marketing industry and has 20+ years of experience helping businesses of all sizes improve their digital marketing. He specializes in website design, SEO, social media, and paid search programs. He is a frequent contributor to other marketing websites and speaks regularly about marketing to small business owners and startups. To learn about Marc and to contact him, visit his author bio page.
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