Call To Action For Display AdvertisementsWhat is display advertising?

It’s a shorter way of saying any type of graphical advertising that shows up on a web page. They can include text, pictures, videos, audio, etc. These ads, often called banners, differ from search ads in that they don’t require someone to search for a related query. Instead, they appear on different websites, usually in a sidebar or at the top or bottom of the page.

The most striking feature of an ad in any PPC campaign is the ‘Call to Action’ or CTA. Essentially, the CTA prompts the customer what he has to do exactly and why he should do it.

So it is imperative that one should pay utmost attention to the CTAs. Remember, the right call to action can increase the conversions substantially.

Most businesses tend to use the default CTA “buy now” or “download now”. However, this is generally considered as hard sell and customers tend to ignore it.

One of the key ideas to remember while creating a CTA, especially for a PPC campaign where one has limited space – is that it doesn’t have to be a direct sales push. Sometimes, creating something that perks the interest of the customer will get him to click the ad.

Why Use Display Ads? Display ads work a little differently than search ads. So why use them?

Increase Brand Awareness Display ads make their impact through ad impressions, how many people see your ad. People don’t need to click on the ad for it to do its job. Instead, people just see your display ad and it starts working to help them remember you.

(Because display ads work through impressions, they’ll often run on a PPI, pay per impression, basis.)

Say that little dancing Santa is your company’s mascot. Once people see him a few times, they’ll recognize him and associate him with your brand. The more people who do so, the more people that know your company. Eventually, they’ll think of your company even if they’re just reminded of the connection.

This works with all aspects of your ad: logos, slogans, color schemes, songs, etc. People make associations between these things and connect them back to your company. For this reason, display advertising is great for branding. Use display to control what will make people think of your company.

Remember, people may not click through to your website right away. But your company will now stick in their head, become familiar. If or when they develop a need for your product or service, there’s a better chance they’ll think of you.

One or more of the attributes given below can be considered while designing the next CTAs:

Be Direct There is a limited space on a paid ad, so don’t waste space and say upfront what’s the offer or what the customer should do.

Be Unique Try to make the CTA different from other businesses in the same sector.

Grab Attention Display ads are sometimes better for reaching people at the beginning of the sales funnel. Since people seeing your ad aren’t searching for what you’re offering, you can use display to develop initial interest.

Make sure to create them with that purpose in mind.

Just because people aren’t actively searching for your offerings, doesn’t mean they aren’t interested. Maybe they just hadn’t thought of it yet and seeing your display ad inspired or reminded them. Show users a need they didn’t know they had.

Make it Actionable Ensure that the CTA instructs the person to do something.

Make it Easy The action the customer is expected to take has to be something that is easy to understand and do.

Show Urgency Urgency is critical; it however, doesn’t mean that one has to suggest that the offer will go straight away. Using words such as ‘Today’ and ‘Now’ can create the same sense of urgency as placing, say, “sale ends 1st March”.

Give Value If one offers something of value like a free trial or free delivery, it will give more incentive to people to have a look at site the over that of its competitors.

Retargeting Getting those people who didn’t initially convert to head back to your site is also a big use of display advertising. Maybe they loved your stuff but had to get offline before buying. Now, remind them who you are as they browse the Internet.

Google Analytics Display advertising can track and collect demographic and interest data using cookies. In case you weren’t sure, that’s awesome intel to have!

You can use it create different buyer personas that can allow you to customize campaigns for each persona.

Remember to be careful not to annoy your visitors with your retargeting, an easy mistake to make!

So if users forget the name of your company, you can use display ads to make sure they remember. But I’m not sure how anyone could forget such a jiggly, giddy Santa Claus.

The Down Side Because everything has one.

Like I said, display ads don’t need clicks or conversions to make an impact. But that makes it hard to measure their impact. You may be able to see how many impressions were made, but not how lasting they were. With search ads, you can check out your conversion rate or other KPIs.

Also, since display ads can spark interest, they can lead people to search for your product. Though this is great, it leaves us with a bit of a dilemma.

Your stats may show that all of your conversions are coming from search ads. But you might be getting the search traffic because of your display ads. Then again, you might not be.

Because display ads can lead to more search volume, it’s difficult to know how much money to allocate to each type of ad. You may want to invest more into search, but cutting back too much on display ads may decrease search volume.

It’s a slippery slope. The way you need to divvy up your budget will vary from product to product and campaign to campaign. It’s something you should take time to figure out carefully.

Is Display Advertising For You? What do you say? Are you trying to increase brand awareness or recognition? Do you need to spark that initial interest in your company? Are you looking to retarget or drive people further down the sales funnel?

If you’re nodding your head vigorously at your computer screen, then I’d say display advertising is a go.

Even with the difficulties of figuring out a budget (which is a hard part of any marketing campaign), display ads can give you a serious advantage in gaining customers who know you and your products well enough to want to make that purchase.

To help get started crafting the perfect CTA list; here are 10 examples and ideas from some campaigns:

Highlight Quality of Service Offered
Offer Discounts, if Feasible
Grab Customer’s Attention
Offer Guarantee/Warranty to Build Trust
Include Testimonials or Reviews to Build Trust
Play on Emotions!
Include Credentials
Add a Personal Touch
Make Customer Feel Privileged; Offer Codes
If Make of Product Ensures Quality or Locality, Highlight It

10 Extra (Bonus) tips are:

Know which PPC offers your competitors are running
Be strategic in how you use Google’s PLA units
Make sure you know the PPC market visibility of you and competitors
Keep a constant eye on the affiliate marketing landscape
Closely monitor your affiliates and pursue those with issues
Gain inspiration from the competition’s best display ads
Know where the competition is running their display ads
Test. Optimize. Repeat.
Use a tap-able call-to-action for mobile ads
Focus on simplicity with mobile ads

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