Since display advertising is not much different from text advertising, the best practices generally work for both. You will see in this article the four key points to apply when you decide to advertise on Google AdWords. Nothing too fancy, just common sense.
1 – Call to action
Try to use a call to action statement such as “learn more”, “buy now” or “visit our site today”. Try to clarify as much as possible your call to action so that the visitors quickly understand exactly what it is you expect of them. For Display ads, avoid writing your call to action statement in large font with three exclamation marks.
Advertisements such as “THIS IS A SUPER PRODUCT !!! CLICK HERE !!!” will indeed catch the eye but are often judged as too aggressive by Internet users; therefore this ad format will not attract clicks. However, you can slightly increase the text size and change the font color to attract more attention.
You can also use temporal terms to give a sense of urgency. For example, the terms “Flash sales”, “Last places available”, “Before 5 o’clock” (etc.) will strongly pique the curiosity of Internet users. Remember: everyone is looking for a bargain. Be careful, however, that your offer is actually time sensitive because once they arrive at your site, your visitors will try to find out exactly what your special offer consists of. The practice of attracting them under false pretenses (false time window) will give them the feeling of being tricked and they will probably leave your site without buying anything (you will still have paid for their click). Like this, you also run the risk of promoting a bad image on your site.
2 – Display URL
The display URL is a very important component of your ad, whether it be a text ad or a display ad. We suggest you highlight the name of your company (or website) in order to inform users of the site on which they will land. This will avoid unnecessary clicks (paid ones!) if users are looking for a different site than yours.
For text ads, selecting the keywords that make up the display URL will affect the quality of your ad, and therefore the cost-per-click (CPC) of your keywords. Again, make sure your display URL includes relevant keywords relative to your ad and your landing page.
For display ads, you have more space to view your information. You should show your logo and the name of your company to increase your notoriety. Do not forget that display ads are mainly used to increase your presence on the Internet. Even if the ultimate goal is to get people to your visit site or sell your products, repeating your message as a logo or slogan increases the chances that users will end up clicking on your ads.
3 – Information
Your message needs to be as clear as possible and you have to get straight to the point. Choose the information you want to display, its level of importance, and its location. Keep in mind that this ad may the first contact between your company and your potential customer; and that internet users are faced with thousands of ads each day.
Why should they click on your ad instead of the other 500 ads they see? We recommend that you include detailed information such as pricing, delivery information, and relevant special offers in order to differentiate yourself from your competitors.
Analyzing the ads from your competition often gives a good idea of what you can offer to be different as well as the feeling you want to give off. Did you click on their ads? Yes? No? For what reasons? Be inspired by what they do well and improve on what was not done so well. Remember that the hot topic word when creating and managing online ads is “TEST! “. It is often necessary to test several scenarios to arrive at an effective ad. It very often happens that the ads that work best are not the ones that we would have thought about first.
4 – Landing page
As explained above, the landing page must be consistent with your ad. Indeed, your ad has the sole purpose of attracting the visitor to your site so that they complete the action you want from them. Therefore, if your landing page has nothing to do with your ad, not only will you not convert your visitors to customers, but you will still pay for their click.
Just like the information on your ad, the elements that make up your landing page should also be carefully chosen. Once you arrive on your page, what actions do you want your visitors to complete? If you want to fill out a contact form, be clear and insert a new call to action prompting them to fill out the form. Give them some more information than what is contained in the advertisement, but above all make sure to continue to provoke their interest and curiosity.
The key point is to properly dish out the amount of information present on the landing page. Your visitors will have no interest in contacting you if all the information they need is already on the page. On the other hand, they will probably not contact you if the information you give them is too vague or if they do not fully understand the value of performing the action you expect from them.
We have seen in this article that every element that makes up your ad must be carefully chosen. The more relevant your message is to a visitor’s search, the more customers you will convert. Do not try to go too fast and neglect these important key points; remember, you only have one chance to make a good first impression. However, you should also test out several scenarios and analyze the results after two to three weeks. This is the time it takes to get a clear overview of your ad performance because an ad can work fine in the first few days and taper off afterwards. If you apply the mantra “relevance, patience, and test”, your campaigns will surely get good results.
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