Critical Campaign Elements Part 2: Display Advertising- Search & Banner

Following up on last week’s Paid & Social post, here is the second installment of our series exploring the key campaign elements and associated strategies for a powerful digital marketing campaign, integrating specific best practices for Jebbit campaigns.

This week focus is on forming effective strategies for:

1) search ads and

2) banner ads

Some email marketing tips and tricks will be served up next week!


Elements of an Effective Banner Ad    

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AESTHETICS

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Most websites and search engines have white backgrounds: try to avoid white backgrounds in your ad if possible. These are easy to get lost in the clutter of a web page and will not garner as much audience attention as a colored, but unobnoxious, ad will. Test and compare different options.
Using professional design, with smooth, brand-consistent typeface and adequate amounts of spacing (ie. enough and equal space between the content of your ad and the borders) will send a professional and trustworthy message. Over-the-top or cluttered ads tend to create the impression of gimmicks or spam and could potentially cheapen your brand image.
Readability is key. Shortening your copy to the essentials will allow you to use a larger font and make your ad easier to read. Many people are visual; images and illustrations have been proven to increase online engagement with ads. However, using engaging images is important, but not necessarily at the expense of getting the right message across.
Feature your brand or logo prominently on all creatives to imbue them with authenticity and make sure the benefits of your campaign are associated correctly.
  

DIFFERENTIATE

Draw audience attention to your value proposition.Screen_Shot_2014-10-16_at_4.47.05_PM-1

Highlight the unexpected post-click experience
Example: Answer 3 Quick Questions
Highlight the reward
Example: 20% Off Purchase

 

KEEP IT SIMPLE, CLEAR, & ACTIONABLE

Keep your copy simple and to the point. Excessive wording won’t help you out and could easily cause your audience to lose interest

Incorporate a clear call to action. To learn how to power up your CTA’s check out Crafting CTA’s: 4 Ways to Boost Your Impact.

Example: Start Here or Let’s Get Started

Buttons are known to increase CTR. If you decide to incorporate a button, make it large, clickable looking but not overwhelming. By studying the Gutenberg diagram, we can see that the top left has the primary optical focus, so it should be where your logo and/or value proposition should be. The lower right-hand side of an ad is an ideal location for a button because it is at the end of a viewer’s viewing pattern, in the terminal sector.

Make sure to use standard ad sizes. According to Google Adsense the most successful sizes are:

336×280 Large Rectangle
300×250 Medium Rectangle
728×90 Leaderboard
160×600 Wide Skyscraper

Strategies for Effective Search Ads    
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TOP LINE
Highlight the reward in the Top Line of your search ad. Search ads have limited text space and limited audience attention. Showcase the reward to make your offer competitive and enticing.

A strong headline, with perhaps a provocative question can be highly effective, but make sure it is clear, succinct, and honest.

Example: Free Ride with Lyft

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DESCRIPTION
Use the description to describe the task at hand: what exactly they have to do to get that reward. Keep it punchy and un-intimidating.

Include at least one of your key-words for searchability.

Example: Complete Live Nation Trivia

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TESTING
Use different campaigns with different keyword targeting.

Create three to four ads for each ad group segment you are targeting, and craft different messages for each to see which performs best.

TIPS
Be sensitive to how your ad will look mobile, so fine-tune and tweak it for optimal performance.

Keep in mind both what you want the customer to do if they click on your ad, but ALSO what you want customers who don’t click on it to take away from seeing it advertised.