The banner ad creation process can be intense. After creating eye-catching graphics, A/B split testing different calls-to-action and even working on device optimization, it's easy to feel like you've finished the job once the perfect banner ad finally comes together. But, in some respects, the journey is just beginning, as even the most perfect banner ad won't be very effective if it doesn't reach the right audience. Fortunately, there are some banner ad best practices to get the ball rolling after the ad creation phase.
Hone In on a Targeted Audience
One of the first things to do when crafting a banner ad campaign is identify your audience. While you might think your product or service is right for everyone, it's your responsibility to figure out what demographics will be most interested so your banner ads reach the most relevant audience. From broad categories like gender and age to specific criteria like location and device (which are becoming increasingly important in today's world, according to Marketing Land), it is vital to deliver banner ads to consumers who are most likely to take notice, and using specific targeting ensures that a perfect banner ad can find its perfect audience.
Retargeting, which uses a cookie-based technology to serve consumers ads based on their browsing history, has proven to be an invaluable resource for marketers looking specifically to move casual browsers into conversions. By serving an amazingly designed banner ad to consumers who may have just glanced at your site or followed a social media link, you can remind them of their interest in your product or service, hopefully in a way that will lead to conversion.
Don't Be Afraid to Experiment
While things like A/B split testing are vital during the ad creation process, you may not realize that continuing to test for different variables is crucial during campaign execution, as well. Testing banner ads among different demographics and device users can give you valuable information about how to optimize your campaign and ensure that ad budget dollars are being used as efficiently as possible.
Though ad creation is important, it's vital to adhere to banner ad best practices during the campaign set-up and execution phases, as well. By targeting the right consumers, harnessing the power of retargeting and making changes on the fly, you can ensure that your amazing banner ad connects your business with consumers who are ready to convert.