In today’s hyperconnected world, visual marketing is key to capturing attention, markets and audiences. So it’s no surprise that display advertising is becoming increasingly prevalent.
With a myriad of display options to choose from – including static, interactive video and more – you can mix and match depending on your goals, audience and objectives.
Understanding how and why to create excellent Google display ads for your small business is a must. Get started with these five key rules for making your display ads a success.
1. Be clear and concise.
In a world where display ads are the norm and on almost every website a customer visits, standing out from the pack is critical. Using a mix of striking imagery and clear succinct copy is crucial.
Research suggests that ads with ’80 characters or less deliver 66% more engagement’. That is why being clear and concise in your messaging, imagery and goals for the ad is critically important.
To create a strong ad that resonates with people, keep the message clear and aligned to your brand. A compelling and simple display ad is an effective way to drive customers to take the next step.
2. Create a sense of urgency.
Along with being clear and concise, creating a sense of urgency is key. Do you have a new product or service offering to showcase? Consider introducing a special offer with a set time limit. These often make for the most effective ads as customers don’t want to miss out.
Creating urgency will also help you stand out from the crowd, and that, coupled with a strong message and imagery, will help achieve your goals.
3. Include a call to action.
A call to action is key to encouraging customers to follow through and take a desired action. As display ads are typically heavily visual, a short, simple and direct call to action usually works best. Whether it’s a new offering, promotion or anything else you want to promote, a compelling call to action will get you closer to those business results.
4. Utilise targeting.
Using targeting to your advantage helps ensure that your display ads are seen by the right market. Options like remarketing also allow you to target potential customers who have visited your site, while audience matching involves creating audiences similar to your customer profile.
Keep in mind that choosing the placement of your ad is important in reaching the correct audience. By choosing specific devices, you can direct your display ads to your ideal market – wherever they may be.
5. Test and iterate.
Constantly testing and iterating allows you to better optimise and ensure success for your display ads. Remember, what works for one market may not translate for another and seasonal trends will mean ads need to be changed over time.
Looking to make your mark? Yellow Pages offers a Digital Display package designed to help small businesses meet their goals.