This is an article “Grabbing Your Audience’s Attention With Display Ads Is A Piece Of Cake With These 5 Tips” by Marc Primo Warren
Today's generation of consumers doesn't just try promising new products based on word of mouth. These days, more people with purchasing power rely on how visually appealing or well done your online ads are. Of course, consumers want to understand your brand's personality, and that's why mobile videos are on the rise as one of the most preferred channels for marketing.
With that insight, more advertisers are trying to improve how they offer more eye candy to their targets and grab their attention without increasing cost.
Since there are many buyer personas within your marketing funnel, these tips can help you reduce all the noise and distractions for each one by coming up with captivating display ads that hit their mark.
Choose the right platform
If you hadn't noticed, virtually everything these days has shifted to digital. From the way we do business to how we communicate with friends and family, today's digital environment is flooded with cute cats, baby pictures, social media updates, and of course, display ads. With all of this content creeping into our everyday lives, it would take marketers a whole lot of brainstorming to be on top of search engine results pages (SERPs).
There is no question that today's social media is inundated with platforms and technology where you can show your ads. However, choosing the right one for your brand, product, and service can be pretty challenging. A few questions will arise when you shop for the right platform. On which channels can you create the most engagement among your target market? Which ones offer more value for your marketing budget? And how can you create visually stunning ads to reach the right customers?
First things first—choosing the right platform for your display ads entails knowing your audience by heart, including their preferences, pain points, and purchasing behavior. Once you've gathered these helpful insights, align your marketing objectives and determine which platforms best drive sales.
90% of online users who shop do so via Google Ads, so it's a no-brainer to post your display ads on the platform's display network.
For social media, you might want to try out TikTok, which recently has become the most visited site on the Internet. However, Facebook remains on top as the best channel for marketers, with 2.7 billion active monthly users as opposed to Tiktok's 689 million.
Instagram can help highlight your product beauty shots for your visually stunning display ads while engaging and influencing younger consumers. By far, it's the best platform for business to customer (B2C) companies as opposed to business to business (B2B), in which case, Linkedin would be your best choice.
Design from top to bottom
Every marketer knows how the primary social media funnel works: You start by raising consumer awareness, move on to the consideration stage, then end strong with conversion tactics. When designing your display ads, addressing each buyer persona's need from top to bottom makes for an easier and more organized pipeline process.
When raising awareness for your brands through display ads, create content that rouses your potential customers' interests. Place your logos clearly within your ads and introduce beauty shots of your product complemented by attention-grabbing on-brand backgrounds. You'll have to create a style guide and mood board to help your graphic artists navigate your assets and brand colors for this stage of the funnel.
Support your display ads with copywriting that states your value proposition and a call to action (CTA) that encourages them to explore what you have to offer further. Short phrases such as 'learn more,' 'sign up,' or 'subscribe' are common CTAs that work with good animation graphics or text overlays. The main objective for your top funnel is to grab attention and push audiences to proceed to the next phase of the customer journey.
Review your insights for better customer journeys
Making your content more personal for the middle funnel tells audiences about your product's unique selling proposition (USP). Use your best-performing assets when creating display ads that aim for consideration, but are still relevant to a broad audience.
Be motivational with your ad copy based on how well you know these buyer types. Through insights and analytics, do this by figuring out who your customers are, how their purchasing behavior works, and which ads they prefer.
Try to identify their pain points and tell a straightforward story about how you can address and solve them. Offer them a variety of options, make them know you are easily accessible, or if they can enjoy incentives if they continue with their customer journey. Guiding them via display ads creates more robust engagement and connections to increase their interest and loyalty to your brand.
Continue guiding your customers towards the finish line
For your bottom-funnel, finish strong with display ads that prominently show your products and create a visual impact among your audiences. Support these with effective copy and strong keywords that enlighten customers as to why your product or service would serve them well.
If offering coupons or vouchers for savings is part of your marketing strategy, display them here for more decisive conversion. Bring back your CTAs, only this time focus on simple copy that doesn't hard sell.
Your audiences should already be familiar with your brand personality and USPs by this point, so a simple nudge with a clear idea towards conversion is all you need.
Stand out by offering a variety
Brands will keep jockeying for the best position on SERPs when displaying ads online. If you are in a crowded niche market with heavy competition, the best way to stand out is to offer a variety of well-curated product display ads on your pages.
Create some disruption in the way you present your products and focus on other elements within your ad. Try engaging audiences via their lifestyles and mix up your CTAs with simple copy such as 'Follow your passion' or 'Be spontaneous.' Artwork and copywriting that relate to how they live their lives always strike a chord and help your brand stand out from the rest.
Knowing who your audiences are and creating relevant experiences is the surefire way to go if you want to increase traffic to your site, as well as conversions. And display ads that work are your best bets to get those positive results.