5 Steps to the Ultimate Display Advertising Campaign

By Bodie Czeladka in Dilate Digital

Display advertising is a form of paid advertising which is designed to capture the attention of potential customers and increase the visibility of your brand. Your display ads don’t show up in the search results like other forms of digital advertising – instead, they pop up on the various websites that your target audience are visiting.To make sure your display ads stand out from the crowd, today we’re looking at the steps you need to take to create compelling display ads.

1. Think about your objective

The first thing you need to nail down is the objective of your display ads. Do you want to offer specials and incentives to get people to your eCommerce store? Do you want to focus on retargeting ads for users who have visited your website recently? Do you just want to focus on increasing the visibility of your brand? Of course, you don’t need to choose just one option – you can go for a range of display ads which serve different purposes for optimal results.

2. Consider your targeting

Ok, so you know what you want your ads to achieve – now think about who you’d like to see them. Targeting everyone might sound like a good idea but it’s far more cost effective to focus on the demographic who are most likely to be interested in your product or service. You can target based on location to focus on your local area (a great option for small, local businesses), demographics such as age and gender to target specific groups who would be interested in your business, and retargeting for people who have visited your website in the past.

3. Create compelling ads

Now it’s time to get creative and get your display ads out there. Design ads which will appeal to your target audience and use images, videos, colours and graphics so you stand out. Use content wisely – display ads should have minimal copy and use emotive, strong language in the headline for maximum impact. Don’t forget to have a call to action in each ad and experiment with which variation works best.

4. Get your landing pages in order

For your display ads to result in conversions, you also need to make sure that the landing pages that people click onto are in order otherwise they’ll bounce right off again. Check that your ads are linked to the correct landing pages and that your content is concise, well written and compelling to encourage users to hang around as long as possible. Remember, the ads themselves are only half the work when it comes to conversions!

5. Keep on testing

For a truly effective display advertising campaign, you need continually test how effective your ads are and make adjustments as necessary. Keep an eye on your metrics and do regular A/B split testing so you’re always working to improve your strategy. Testing will reveal which websites provide the best results for your ads, which targeting options work best and the style of ads that get the most attention.

If you’re ready to take advantage of the Google Display Network, Dilate Digital can help. We can work with your business to build brand awareness with laser focussed targeting and visually compelling ads. Let’s start building your business today!

To get best reach with your display network ads, have a chat to the Dilate Digital team today on 1300 345 283.

Bodie Czeladka

Hi I am Bodie Czeladka, surfer and devoted dad from Perth Western Australia and founder of Dilate Digital. I crafted Dilate Digital from a home theatre room in 2012 and worked solo as a freelancer until hiring my first staff member in early 2014. Dilate Digital now has the privilege of employing over 50 superstars world wide and this is just the start. I believe the best of me is still hiding up my sleeve.

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