(Image via The Cornerplay)
Advertising copy can either make a campaign or break it. When you are running online display ads, it is necessary to write a copy that not only attracts your target audience, but also sells.
Nowadays, paid advertising, particularly online display advertising is growing at a rapid pace. According to the Forrester Research, online advertising market will reach $28 billion by 2017, with an average annual growth of 17% over the next five years. Online display ads offer an exclusive combination of targeting and reach.
The following article will help SEM companies in crafting exciting and fresh online display ads that work.
Step 1: Research
Doing a proper research prior to running a campaign helps to improve the quality of an advertising copy. Do a thorough research of the various types of people that you are planning to communicate with. By doing this, it will help you to create an advertising copy that connects best with your audience. From research you will probably learn that not everyone fits the mold when it comes down to communicating with your audience. Grab this by creating copy for all segments, thus creating a hyper-targeted campaign.
Step 2: Communicate with your Audience
Now that you know your audience, it becomes easier to write a copy that is relevant. With the help of research that you have gathered, you can create a copy that communicates with your audience. If you fail to write a relevant copy, then it is not going to rank in search results, thus not getting you any business.
Step 3: Use Rich Media for Attracting Target Audience
As rich media and video banners attract more eyeballs as compared to static banners, you should consider online banners that have video-in-banner, Flash, and pre-roll video when developing a creative. According to a study by AdForm, it is observed that audiences were three times more likely to click on rich media ads instead of traditional banners.
Banner size also acts as a crucial factor in online display ads. You can choose from different banner sizes such as 300×250, 728×90, 160×600, 468×60, 120×600, 300×100, 88×31, 300×600, 336×280, and 320×50. Almost 78% of all served ad impressions come from banner sizes – medium rectangle (300×250), leaderboard (728×90) and wide skyscraper (160×600) together. Be careful and do a proper research before you select a banner size, as a wrong choice limits the reach of ad campaigns.
Step 4: Incorporate your Banner with your Other Marketing Efforts
Marketing professionals promote incorporation of banners with their other marketing efforts, like print advertising. But these marketing professionals also advise against merely transforming the print ad to banner format. Online display is a dedicated means and can need its own creative approach frequently.
Step 5: Investing in the Most Effective Ads
It is recommended by marketing professionals to develop various creative approaches, which will help you to test the most effective ad. With this information you can optimize the campaign for better performance. You can use basic A/B testing to find out which creative is performing best, and then invest in the most effective ad.
Step 6: Exceed Expectations
After you have a fair understanding about your customers, you will certainly engage in writing online ads that communicate precisely with what your customers want. Your copy should reflect what it is going to offer when a user clicks your ad, and hence you should focus on exceeding expectations.
Step 7: Write a Catchy Call-to-Action
Writing a catchy call-to-action (CTA) will surely work to your benefit. Viewers are more likely to click on a display ad with a catchy CTA. If you want to stay ahead of your competitors, you should choose an option that depicts your creativity at its best. Keep in mind, the copy that you use in your CTA should reflect and be relevant to the landing page that your customer will arrive on after clicking on your ad.
Step 8: Test Ad Copy
Test the ad copy while running your campaign. This is probably the best way to check if your display ad is working fine and how you can make it better in future campaigns. Guessing how your ad will perform is tough and thus it is essential to test your ad copy.
- Do a proper research of your target audience before running your campaign
- Create an ad that communicates with your audience
- Make use of rich media and video banners to attract your target audience
- Consider incorporating banners with other marketing efforts
- For optimum results, invest in the most effective ad
- Focus on exceeding expectations of your customers
- Create a catchy call-to-action, which will increase the chances of viewers clicking on it
- Always test ads and check whether they are working fine and see if you can make them better in your future campaigns