13 Display Ad Best Practices for Visibility & Performance

Display advertising is a powerful tool for businesses to reach their target audience and drive maximum results. However, creating effective display ads requires careful planning and execution. In this comprehensive guide, we will explore 13 best practices that will help you create display ads that are not only visible but also perform exceptionally well.

1. Define Your Goals

Before you start creating your display ads, it’s crucial to define your goals. Are you looking to increase brand awareness, drive website traffic, or generate leads? Clearly defining your goals will help you create ads that align with your objectives.

2. Understand Your Target Audience

To create display ads that resonate with your target audience, you need to understand their needs, preferences, and pain points. Conduct thorough market research to identify your target audience’s demographics, interests, and online behavior.

3. Craft Compelling Ad Copy

Your ad copy should be concise, compelling, and tailored to your target audience. Use persuasive language and highlight the unique selling points of your product or service. Experiment with different headlines and calls-to-action to find what resonates best with your audience.

4. Use High-Quality Visuals

The visual elements of your display ads play a crucial role in capturing the attention of your audience. Use high-quality images or videos that are relevant to your message and brand. Avoid cluttered visuals and ensure that your ad is visually appealing across different devices.

5. Optimize for Mobile

With the increasing use of mobile devices, it’s essential to optimize your display ads for mobile screens. Make sure your ads are responsive and load quickly on mobile devices. Test your ads on different screen sizes to ensure a seamless user experience.

6. Utilize Ad Extensions

Ad extensions provide additional information and call-to-action buttons within your display ads. Utilize ad extensions such as sitelinks, call buttons, or app downloads to enhance the visibility and performance of your ads. Experiment with different ad extensions to see which ones generate the best results.

7. Implement Remarketing

Remarketing allows you to target users who have previously interacted with your website or app. By showing personalized ads to these users, you can increase brand recall and drive conversions. Set up remarketing campaigns to re-engage with your audience and remind them of your offerings.

8. Test Different Ad Formats

There are various ad formats available for display advertising, including banners, interstitials, and native ads. Test different ad formats to see which ones resonate best with your audience and drive the desired results. Monitor the performance of each format and optimize accordingly.

9. Optimize Landing Pages

Your display ads should lead users to relevant and optimized landing pages. Ensure that your landing pages align with the message and visuals of your ads. Optimize your landing pages for fast loading speed, clear call-to-actions, and a seamless user experience.

10. Monitor Performance Metrics

Regularly monitor the performance metrics of your display ads to identify areas for improvement. Track metrics such as click-through rate (CTR), conversion rate, and cost per acquisition (CPA). Use this data to optimize your ads and allocate your budget effectively.

11. A/B Test Your Ads

A/B testing is a valuable technique to optimize your display ads. Create multiple variations of your ads and test them against each other to identify the best-performing elements. Test different headlines, visuals, ad copy, and calls-to-action to continuously improve your ads.

12. Set Realistic Budgets

Display advertising can be cost-effective, but it’s important to set realistic budgets based on your goals and expected results. Allocate your budget strategically across different campaigns and ad formats. Regularly review your budget allocation to ensure you are maximizing your return on investment.

13. Stay Updated with Industry Trends

The digital advertising landscape is constantly evolving. Stay updated with the latest industry trends, technologies, and best practices. Attend industry conferences, read relevant publications, and follow thought leaders in the field to stay ahead of the curve and optimize your display ads accordingly.

In conclusion, creating display ads that drive maximum results requires a strategic approach. By defining your goals, understanding your target audience, and implementing best practices such as compelling ad copy, high-quality visuals, and mobile optimization, you can create display ads that are not only visible but also perform exceptionally well. Regularly monitor performance metrics, test different elements, and stay updated with industry trends to continuously improve your display advertising efforts.