Display ads, also known as banner ads, are a type of visual ad that can be used in a pay-per-click (PPC) strategy to reach potential customers. Display ads are a popular way to reach users who are browsing websites, apps, or YouTube channels, and can be an effective way to increase brand awareness, drive traffic, and generate conversions. In this article, we will explore the best practices for using display ads in your PPC strategy.
Targeted Placements
One of the key benefits of display ads is the ability to target specific placements, such as websites, apps, or YouTube channels, where your target audience is likely to be. This allows you to reach users who are already interested in your product or service, and are more likely to convert.
To target specific placements, you can use the Google Display Network (GDN) or other display ad platforms. The GDN is a network of millions of websites, apps, and YouTube channels that you can target with your display ads. You can target specific placements by using keywords, topics, or categories to identify the types of websites or apps that you want to target.
For example, if you are a fashion brand, you might target websites that are popular with fashion-conscious users, such as fashion blogs or online shopping platforms. You can also target specific apps, such as social media apps or games, that are popular with your target audience.
Ad Creative
The ad creative is the visual element of your display ad, and is what will grab the attention of your target audience. A good ad creative should be eye-catching, relevant, and compelling, and should communicate the benefits of your product or service in a clear and concise way.
There are many different types of ad creative that you can use, including:
- Images: High-quality images that showcase your product or service.
- Videos: Short videos that demonstrate the benefits of your product or service.
- Animations: Animated ads that are engaging and attention-grabbing.
- Rich Media: Interactive ads that allow users to engage with your brand in a more immersive way.
When creating your ad creative, make sure to keep the following best practices in mind:
- Use high-quality images or videos that are relevant to your target audience.
- Keep your ad creative simple and easy to understand.
- Use clear and concise language to communicate the benefits of your product or service.
- Make sure your ad creative is mobile-friendly, as many users will be viewing your ads on their mobile devices.
Ad Copy
The ad copy is the text element of your display ad, and is what will communicate the benefits of your product or service to your target audience. A good ad copy should be clear, concise, and compelling, and should communicate the unique value proposition of your product or service.
When writing your ad copy, make sure to keep the following best practices in mind:
- Use clear and concise language to communicate the benefits of your product or service.
- Highlight the unique value proposition of your product or service.
- Use social proof, such as customer testimonials or reviews, to build credibility.
- Make sure your ad copy is mobile-friendly, as many users will be viewing your ads on their mobile devices.
Targeting Options
In addition to targeting specific placements, you can also use targeting options to reach your target audience. Targeting options allow you to target users based on their demographics, interests, behaviors, or other characteristics.
Some popular targeting options include:
- Demographics: Target users based on their age, gender, location, or other demographic characteristics.
- Interests: Target users based on their interests, hobbies, or passions.
- Behaviors: Target users based on their behaviors, such as their purchase history or browsing habits.
- Remarketing: Target users who have visited your website or engaged with your brand before.
- Lookalike targeting: Target users who are similar to your existing customers or website visitors.
Bidding Strategies
When using display ads, you will need to decide on a bidding strategy that works best for your campaign. There are several different bidding strategies that you can use, including:
- Cost-per-click (CPC): Pay for each click on your ad.
- Cost-per-thousand impressions (CPM): Pay for each thousand impressions of your ad.
- Cost-per-action (CPA): Pay for each conversion or action that your ad generates.
When choosing a bidding strategy, make sure to consider the following factors:
- Your budget: How much are you willing to spend on your campaign?
- Your goals: What do you want to achieve with your campaign?
- Your target audience: Who is your target audience, and what are their behaviors and preferences?
Ad Rotation
Ad rotation is the process of rotating your ad creative to avoid ad fatigue and keep your ads fresh and engaging. Ad fatigue occurs when users see the same ad multiple times, and become desensitized to it.
To avoid ad fatigue, you can rotate your ad creative regularly, using a combination of different ad formats, images, and copy. You can also use ad rotation to test different ad creative and determine which ones perform best.
Landing Page Optimization
The landing page is the page that users will visit when they click on your ad. A good landing page should be optimized for conversions, with a clear and concise message, and a prominent call-to-action (CTA).
When optimizing your landing page, make sure to keep the following best practices in mind:
- Keep your landing page simple and easy to understand.
- Use clear and concise language to communicate the benefits of your product or service.
- Make sure your landing page is mobile-friendly, as many users will be viewing your ads on their mobile devices.
- Use a prominent CTA to encourage users to take action.
Tracking and Measurement
Tracking and measurement are critical components of any display ad campaign. You need to be able to track the performance of your ads, and measure the effectiveness of your campaign.
There are several different tools that you can use to track and measure your display ads, including:
- Google Analytics: A web analytics tool that allows you to track the performance of your website and ads.
- Google AdWords: A PPC platform that allows you to track the performance of your ads and campaigns.
- Display ad platforms: Many display ad platforms, such as Facebook Ads and LinkedIn Ads, offer built-in tracking and measurement tools.
When tracking and measuring your display ads, make sure to keep the following best practices in mind:
- Set clear goals and objectives for your campaign.
- Use tracking and measurement tools to monitor the performance of your ads and campaigns.
- Analyze your data regularly to identify areas for improvement.
- Make data-driven decisions to optimize your campaign.
Retargeting
Retargeting is the process of targeting users who have visited your website or engaged with your brand before. Retargeting can be an effective way to increase conversions and reduce bounce rates.
To retarget users, you can use retargeting pixels, which are small pieces of code that are placed on your website. The pixels track users who visit your website, and allow you to target them with ads on other websites or platforms.
Budget Allocation
Finally, budget allocation is critical to the success of your display ad campaign. You need to allocate your budget effectively across different ad platforms, targeting options, and ad creative to maximize your ROI.
When allocating your budget, make sure to consider the following factors:
- Your goals: What do you want to achieve with your campaign?
- Your target audience: Who is your target audience, and what are their behaviors and preferences?
- Your ad creative: Which ad creative is performing best, and how can you optimize it?
- Your targeting options: Which targeting options are most effective, and how can you optimize them?
By following these best practices, you can effectively use display ads in your PPC strategy to reach and engage with your target audience, drive conversions, and increase your ROI.