More than 600,000 new businesses are started each year in the US. Not all of these go on to succeed, though. Proper advertising can help give your company a fighting chance.
The Internet is one of the most powerful tools business owners can take advantage of when it comes to marketing their companies.
More specifically, running display ads is a great way to help get your brand name out there. Display advertising can seem complicated at first, so we’ve put together a few tips on developing the right display advertising strategies.
Let’s explore what you need to know.
Choose the Right Format
Choosing the right format is crucial when it comes to getting the desired outcome from a display advertising strategy.
There are four different types you should consider:
- Static ads
- Animated ads
- Retargeting ads
- Responsive ads
Static ads are the most traditional type of display advertising. These are often known as banner ads, and feature an image accompanied by text. Although simple, they can be highly effective with the right content.
As the name implies, animated ads utilize animation. These can also be combined with audio to make long-form ads that provide a greater level of insight into the product or service.
The purpose of animated ads is to serve as an eye-catching way of generating interest in a brand. Retargeting ads focus on people who have visited a specific page on your site but have not yet taken the action that meets your conversion goals. To clarify, retargeting ads are shown to a website’s previous visitors to get them to come back.
Finally, responsive display ads incorporate different images, headlines, descriptions, and sizes based on ad platform algorithms. For example, Google will automatically adjust ads to fit a specific size and format.
The ad platform that you use will determine the best format for your audience.
Understand Your Audience
You can’t expect to get much out of your strategy if you don’t have a comprehensive understanding of your audience.
You should focus on attributes like annual income, level of education, hobbies/interests, etc., to serve as the foundation for your advertising strategies. The better you know your audience, the more likely you will craft a message that appeals to them.
Be sure to reassess your audience over time so that you can keep your ads as effective as possible. For instance, changes in social trends might influence what people in your industry look for in a brand like yours.
Know When to Use Them
There are certain scenarios where display ads are more effective than other types of advertising.
These include when a company needs immediate traffic or finds itself dealing with a large amount of competition. New businesses can also benefit greatly from display advertising.
Under the right circumstances, a display ad campaign could be exactly what you need to establish a strong presence in your industry. However, it’s important to note that you should budget appropriately to get the best results. Minimizing the amount that you spend on display ads will only waste your money.
You should also consider that running a successful display ad campaign requires skill. It’s not something that just anyone can pick up and succeed with from the beginning.
Keep Things Simple
You will want to keep your display as simple as possible.
If you create something superfluous, it can only serve to be distracting, confusing, or annoying. Don’t provide too much info in your ads so you can avoid overwhelming your customers.
These ads should be used to highlight specific offers and provide a call to action.
Monitor Your Performance
It’s crucial to consistently monitor your performance as time goes on. This can help you emphasize winning strategies and rework those that aren’t pulling their weight.
A great way to determine the most effective options is to incorporate A/B testing. This process involves creating similar iterations of a single ad to figure out which ad works best.
This can involve changes in headlines, copy, and imagery. At the beginning of your campaign, you should also vary the formats and sizes of your ads. Unless you have previous experience in display advertising, you likely need to experiment before you come up with the best options.
Soon enough, you’ll get situated on the right track.
Work With a Professional
As previously mentioned, crafting the perfect display advertising strategy can be difficult on your own.
Working with professionals can help you avoid complications you may have otherwise encountered. They have all the resources and tools required to help your company reach its goals.
When searching for a business to work with, look at its reputation. Their previous customers should provide overwhelmingly positive feedback.
You should also ensure that they work with businesses like yours regularly. If you own a small business, for instance, you wouldn’t want to work with a firm that usually deals with corporations.
Consider how communicative they are and how easy it is for you to get in touch with them. The last thing you want is to be left in the dark while your campaign is running.
Take Advantage of Display Advertising
Utilizing display advertising doesn’t have to be a complicated process. Consider the above guidelines so that you can integrate them correctly and get the best possible outcome for your campaign.
Feel free to get in touch with us today at WSI Proven Results. Our team of experts can help you take your performance to new heights.
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