Display advertising creates a multitude of opportunities for advertisers. However, digital marketing campaigns won't reach their full potential if your ads aren't on target. Display ad success depends on diligent research and development to ensure that the right audience is being targeted in the right way at the right time.
If you have a highly focused audience in mind, you've already won half the battle. The next great challenge is crafting a display ad that delivers the right message. The ultimate goal of these ads is to engage consumers and trigger action. Your ads face stiff competition from other advertising and content that also strives to grab consumer attention.
By following these strategies, you can ensure that your display ads are hitting the right notes with consumers and positioning your campaign for high engagement and conversion rates. Here are three keys to connecting with consumers through your display advertising.
Get Specific With Your Call-to-Action
Display ads don't need to be coy about trying to trigger a reaction. In fact, consumers are more likely to act when there is a clear call-to-action (CTA). Display, or banner, ads perform even better when the call-to-action is specific. Instead of the vague "Learn more" CTA, your display advertising will get better results by chasing a specific action, such as "Watch the video" or "Download now."
Other specific types of calls-to-action have proved very successful on digital platforms. According to Advertising Age, virtually all digital ads asking consumers to send or share content or feedback triggered rapid gains in brand favorability among consumers. The purchase-intent scores of those consumers also doubled in comparison with the purchase-intent influence of the average ad. Making a direct solicitation of a consumer's engagement certainly seems to lead to tangible benefits.
Offer a Small Incentive
In the digital realm, it's important to remember that the best call-to-action is a discount or promotion. According to Advertising Age, roughly half of all digital ads offer a promotion of some type.
Businesses can get creative with their offers to showcase some of the strengths that separate their brand from competitors. If you pride yourself on fast shipping or convenient door-to-door delivery, you might use free shipping as a promotional offer. When you're retargeting consumers who have abandoned the path-to-purchase, you can choose a promotional offer based on where that consumer left and what typically prompts consumers to drop out at that point.
Digital coupons haven't come to rival the redemption rates of print coupons yet, but their popularity is on the rise. Data from Kantar media reported at Advertising Age shows that digital coupon activity among businesses increased by 46 percent in the last year as digital platforms became more common channels for seeking discounts and other deals.
A little experimentation can go a long way. Test out some new approaches to digital advertising and see what works best for your company in order to have display ad success.