Online Advertising: How your peers optimize banner ads
Online display ad spending by B2C marketers increased 57 percent over the last two years…which means more competition for your ads to get that click, and more pressure to deliver ROI on your ad spending.
To help you get the most from your banner ads, we’re hosting a webinar this Thursday, sponsored by TRUSTe, to teach you “How to optimize your banner ad performance while complying with new privacy regulations.”
But before we share our discoveries, we wanted to hear what you had to say. Here are a couple of our favorite tips for optimizing display advertising…
Match your ad closely with the landing page
Create a landing page for this ad, don’t send people to your homepage and make them figure out what to do next or where to look for their answer. Your ad attracted them for a reason – usually to solve a problem, so make sure you offer a solution that they can find easily before they lose interest:
- Make sure your ad matches the look and feel of the page they will be landing on – from wording used, to matching the colors of the display ad with the landing page. You want to ensure the person who clicked on your ad knows they have arrived at the right site.
- Reinforce your message from the ad through headlines and copy on the page, as well as images.
- Along with your solution, make sure both the ad and the landing page have a call to action that clearly tells the visitor what step they need to take next in order to complete the desired action. Whether it be signing up for a newsletter or adding something to their shopping cart, a direct call to action promotes user activity.
- Test. Don’t assume your first ad you created is working out well. Always test and see what you can do to improve the ad and landing page. When you have determined a winning ad – test a new one, make it a continual process.
First ask “Why?”
You need to know why you’re running display ads long before you start. So many companies have said “we need to try banner” with no idea of whether they want to run a branded campaign or a direct response campaign, and whether they want to run on a CPA, CPC or CPM basis. Display will flop dramatically if you don’t have a goal.
And then make sure that whatever your goal is, you must design your creative around it. There’s no point putting a brand ad out on a direct response campaign (or vice versa). I’ve seen people create banners that are so pretty but have no call to action, and then wonder why they get no clicks.
– Carl Eisenstein, Founder, DropDigger
How to optimize your banner ad performance while complying with new privacy regulations — Webinar, Thursday, March 31, 2011, 1-2 PM.