The number of online businesses has increased hugely in the last few years, with an increase in sales revenue of $145 billion in 2009 to a whopping $605 billion in 2019 [src]. These growing numbers promise an exciting future for the budding e-commerce businesses as well as the established ones. With the ever-increasing market competition, the companies have to come up with creative ideas to attract people to their websites and in turn, increase their product sales.
Once your business is up and running, the next important step is letting people know about it. Displays ads(or banner ads) are one of the most common ways to create awareness for your brand and drive sales. But with so much information available online, and the decreasing attention span of the people, these ads tend to get ignored. As per a report by Smart Insights, the CTR(click-through-rate) for banner ads is just 0.05%, with small and medium-sized companies spending $9000-$10000 on an average in a month on PPC (pay-per-click). Now if you are spending this much amount on advertising, especially if your company is still young, you’d want good results on your investment. So, here are a few tips on how you can make your banner ads more effective and attract more people to your website.
Be Clever, Consistent, and Concise
The banner design needs to be eye-catching. It needs to stand out and be able to grab the attention of visitors of the website where the ad is displayed.
- Choose colors that reflect the brand personality and vision — You can use this color chart to refer to while choosing what color you associate with your brand
- Convey the message through the design as clearly as possible — the viewer need not stare at it for long to understand what the ad is about
- Keep the banner style consistent across different ads — feel free to choose a different color, image, style, and font, but the overall look of the banner should remain the same
- Always display your company’s logo to help identify your brand in an instant
Say more with less — sometimes a lot of text or images in the ad space can cause annoyance and disinterest, so you should understand how much is too much. Keep in mind that you have very little space to say what your business does or offers, don’t waste it in unnecessary explanations and images.
Keep it short and witty!
Choose Relevant Media- Image or Video
Videos tend to attract more attention and have the ability to convey better stories than static images. Viewer engagement through video ads generates an average CTR of 1.84%, higher than any other ad format. However, this doesn’t mean you must use video ads only. The choice of media for your banner ads depends on other aspects too, including your business type, target audience, ad set-up cost, and ROI(Return On Investment).
Understand what media-type will suit your ad campaign, and be able to narrate a story in a better way before you decide on one. As long as you are conveying a strong and clear message, you’ll get more user engagement.
Cater to the emotions of the customer
Appealing to emotions through an ad is one of the most effective ways to connect with your audience and persuade them to take action. Direct sales pitch ads are boring and easily ignored. Whereas if your ad images and text are powerful to elicit emotions like shock, sadness, joy, or anger, you are going to grab your audience’s attention very quickly.
Once you have your audience’s attention, direct them to take an action. A compelling call to action invites users to click on the link and visit your website.
Creating a sense of urgency is another way to create user engagement. If a person sees a discounted deal that lasts for a limited time, they are more likely to follow the link and make a purchase on your website.
Know your customer and target the right audience
Displaying ads to the audience who is not even remotely interested in your product/service is just going to increase your ad expenditure without any concrete results. So the first step to knowing your customer is understanding your product, it’s benefits, and what all it stands for. Once you have a clear idea about what you want to sell, do a market analysis to understand your customers who are already using your/your competitors’ product.
- If yours is a B2B service — understand the industry of your current-users as well as target companies, their sizes, locations, employees and their job titles
- If you are providing a B2C service — know the gender, age, location, interests, professions of your current as well as the target audience
In either case, you are ultimately going to advertise your product to a human being, understanding the persona of your consumer is very important when you are creating an advertisement
Evaluate performance and measure the results
It happens at times that the audience that you initially targeted does not bring the maximum ROI. In this case, do no restrain from studying the new buyer personas and switching to a more suitable target set.
A real-life example of this switch is the promotion of a jewelry brand that initially targeted female customers. And although the number of women visiting their website was more than the number of men, the revenue earned from the purchases made by men was much higher than the women. The reason being, these purchases were gifts, in reality, purchased for the loved ones on special occasions. And what better group to target than the one which is more likely to buy a higher range product.
In the end, a successful ad is a result of multiple analyses and optimizations. But do not just create ads without a set target in your head, because it is against those targets will you be able to evaluate the results.