18 Remarkable Rules to Powerful Display Marketing [+10 Shocking Stats!]
Online display advertising is a million-dollar business, and there is a good chance that this media channel is in your marketing mix or will be soon. When you spend a few grand, you want results and accountability. However, statistics show a sad digital-marketing world.
In this blog, I will first explain the concept of digital marketing and show you the discouraging statistics, after which I will present 18 rules to powerful display marketing. First, I will start by listing 6 steps to creating a digital advertising strategy. Then, I will help you write those ads by listing 7 tips to write great copy. Finally, I will list 5 steps to make the most of your display-advertising budget.
This way, you will know where to start your digital marketing efforts. Alternatively, if you have already started your digital marketing campaign(s), you will know a few steps to fine-tune those efforts.
What is display marketing?
Lynne Roy of SeedMarketers.com gives a definition of display marketing, which is not hard to understand: “[Online] display advertising refers to advertising that incorporates text, logos, and images positioned on a website or search engine. It is different than Google’s text, or classified advertising, in that it not only includes the brand’s message, but also the business’s overall brand.”
Display advertising has been around for centuries as billboards, fliers, posters, print magazine, and newspaper advertising. Digital display advertising is not expensive, as it is directly proportional with its size and its placement on the host site. The most common display ads are leaderboards, banners, medium rectangles and footerboards.
10 discouraging stats about display banner ads
Carly Stec of Hubspot.com has found 10 horrifying stats about display advertising, that you need to know before getting started with a campaign. If you want to view the sources, please click Carly’s name.
- Display ad viewability rates did not budge between 2013 and 2014.
- The average click-through rate of display ads across all formats and placements is 0.06%.
- Ad blocking grew by 41% globally in the last 12 months.
- There are now 198 million active ad-block users around the world.
- A 2013 study revealed that 28% of respondents admitted to hiding their activities from advertisers – second only to criminals.
- A study revealed that only 2.8% of participants thought that ads on website were relevant.
- A January 2014 study found that 18- to 34-year-olds were far more likely to ignore online ads, such as banners and those on social media and search engines, than they were traditional TV, radio and newspaper ads.
- About 50% of clicks on mobile ads are accidental.
- 54% of users do not click banner ads because they do not trust them.
- 33% of internet users find display ads completely intolerable.
These stats are the reason why you need to step up your display marketing game. Is it impossible to be successful in display marketing? No. Below, you will find how you can be just that.
How to create a powerful display advertising strategy in 6 steps
Building a display-advertising strategy helps you develop campaigns with a greater focus. It also allows you to evaluate and improve your display advertising campaigns. In addition, if you write down your strategy, you are able to delegate tasks much easier. Finally, your strategy will be the foundation for all of your future campaigns. In short, you can expect to run better planned and more powerful campaigns with a display advertising strategy. Emma Cullen of Bannerflow.com offers 6 steps to creating a powerful one:
1. Set your display advertising goals
The goals for your display advertising campaigns should be clear, actionable targets, which could include statements such as:
- Grow email list to 20,000 subscribers
- Increase sales by 30%
- Increase conversions by 9%
- Achieve a banner click-through rate of 7%
All of these goals have numbers and percentages attached to them. This way, it will be easier for you and your team to understand what success is.
Adding a deadline for when the goal should be completed gives your goals a sense of urgency. Goal deadlines will also indicate when it is time to reassess your online display marketing strategy and start setting new targets.
When setting goals, examine how your previous display advertising campaigns have performed, or if you do not have this data, check for industry benchmarks. This helps you create challenging but achievable goals.
2. Find the right strategic approach
Finding the right approach for your display advertising strategy will give you a clearer focus and help you achieve your goals.
You need a strategy that helps you develop continually and improve your display advertising campaigns. For instance, if your goal is to reduce visitors from abandoning their online shopping carts before making a purchase, you need a strategic approach that focuses on retargeting.
3. Build your team
Who do you need on your team to make your display advertising strategy a success? Determine who within your team will handle different tasks. By setting out responsibilities before executing any campaign, you avoid confusion or mishaps later on.
4. Invest in the right tools
You need to invest in the right tools that will allow your team to execute your display advertising strategy. To make your strategy most effective, consider using tools that will enable you to create and scale up your campaigns quickly and efficiently.
Furthermore, examine the types of technology you need to buy advertising inventory online. Choosing the right network might be a challenging process, but getting it right is well worth it. Find the right tools early enough, so that everyone can get familiar with them; this will lead to smoother campaign production.
5. Understand your audience
By understanding your audience, you can plan exactly how you will communicate with them in order to reach your team’s goals. This means you will now have to conduct a market research.
6. Implement a plan for strategy execution
Build a plan of how you will execute your display advertising strategy. This plan should include processes, deadlines, and timelines for the building, publishing, measuring and testing of elements of your display advertising campaign.
The way you measure your campaigns should also be part of your strategy: what are the right KPI’s and metrics you want to measure?
7 tips to write great copy for your display ads
The process of creating great display ads starts by crafting a powerful message. As Robert Katai of Bannersnack.com says, “a good design empowers the message and draws attention, but the words you put in there define the message.” He therefore lists 7 tips to write great copy for your display ads.
1. Answer the question “What is my goal?”
You may offer a discount, introduce a new product to the market or let people know about your product’s improved features. No matter what you write about in your ad, there are two possible reasons for you to run it: to create brand awareness and to sell. Selling your product and promoting your brand usually come along together; however, some ads can have a focus on making the sale, whereas others tend to focus on promoting the brand.
2. Learn about your target audience
People on the internet will only listen to what you have to say when they want to, and only if your message resonates with their way of seeing the world. So try selling to people who are more likely to listen to you, when they are ready to listen.
Start by learning more about your possible prospects, about their interests and needs. If your product can be used by different groups of people, create a different marketing message for each group.
3. Put yourself in their shoes
You have developed a service or product to solve a problem that your target group needs. They would probably be much more open to hear about your product if you speak about it using their words. Do not use technical words, except for when your target audience is tech people.
4. Be brief
Avoid wordiness and any unnecessary information in your ads.
5. Use catchy words
You can use catchy words only if you know what is catchy in the eyes of your prospects. Avoid expressions like “make money”, “client focused”, “110% value”, and “innovative,” because everybody uses them and consequently, they have become clichés.
Your product is great, but remember that users will grant you very few moments to read your ad. Make sure you choose your words carefully and write a simple and coherent message.
6. Use an explicit call-to-action
Write an explicit call-to-action, such as a simple “click here [to…],” but you can also experiment with more specific approaches, like “read our free report” or “join our contest.”
Whatever call-to-action you are going to use, do not try to fool users. Do not let the users feel let down after they click on your ad.
If you are not sure whether to advertise your website as a whole or as a particular product, choose the last one and relate the call-to-action to it. It is more likely for someone to be interested in a particular product that solves a particular problem than to be abstractly interested in your website. Again, it is about the customer, not the company.
7. Try different approaches
Ask people, who are not involved in the process of making the ads, what their opinion is regarding the message. A fresh eye can bring something interesting. You can also make different versions of the same ad and ask your people which one makes more sense.
5 tips to make the most of your display advertising budget
Ted Hank of Entrepreneur.com says that ultimately, you will need to reach the right people, with the right message, in the right places. He claims that following these five guidelines will help you get there.
1. Cover both desktop and mobile
Target by user, not device. Every month, a new statistic comes out about the rise of mobile, the death of desktop, the higher ROI from tablets what not. Do not get narrowly invested: stay above the fray and target all devices. Through trial and error, you will learn which platforms deserve more dollars and which devices are right for different marketing goals.
2. Buy viewable impressions
Not too long ago, fake display-ad impressions accounted for as much as 30 percent of all online traffic. Although this still happens, you can cut down on fraud by buying “viewable impressions” instead of standard ad impressions.
When you buy guaranteed viewable impressions, you pay only if the ad appears on the user’s screen for a minimum standard duration. Viewability technology is designed not to measure the behavioral patterns associated with bots.
The trick is to buy viewable impressions that last longer than the minimum. For example, if you are running a dynamic banner ad that takes six seconds to cycle through its full message, you want to buy a six-second slot. You will be charged only if your ad is continuously viewable for six seconds or longer.
3. Get to the point
Get to the point. As Microsoft has recently reported, the average attention span is now 8 seconds – shorter than that of a goldfish. You cannot afford to let your ad be confusing.
4. Buy low on the impression curve and above the fold
The “impression curve” is ad lingo for the order in which ads are served. If you are low on the impression curve, your creative will appear in the first few sets of ads that load when a user visits the website. If you are high on the impression curve, your ad will not appear until a user has refreshed the website multiple times or has visited a bunch of pages on the website.
Buying low on the impression curve is more expensive, but people will see your ad when they first arrive at the website. That is worth much more. Viewers are impressionable at this point, but after 10 minutes of reading articles or watching videos, they are likely to become blind to ads.
Make sure too that you buy “above the fold,” which means that your ads appear in locations that are visible when the page loads. The user should not need to scroll down to see your ad.
5. Use behavioral targeting
Behavioral targeting lets you advertise to a profile — like 25-to-39-year-old women who enjoy wine — across a wide range of web properties where they hang out. The profile is based on tons of data that can include web searches, browsing patterns, social activity and more.
Behavioral targeting can also rely on offline data sources like census data, in-store transactions and political affiliations. If a woman buys a sweater at a clothing retailer, she might need some chinos to go with it. If you sell chinos, it makes sense to target her with your ads. Offline data makes that possible.
What can I do for you regarding display marketing?
You have selected the target audiences you want to reach. These audiences could speak another language than you. In that case, you need a professional translation in order to have your display marketing efforts succeed. I can help you with that.