Do your display ad campaigns justify the money you spend on them?
If not, it might be time for an overhaul.
But what can you do to achieve better results?
Below, our Orange County digital marketing specialists explore four ways to optimize your display advertising strategy.
Try Different Display Ad Formats to Grab Your Audience
Have you been using the same format for your display ads for years?
A little experimentation could make a welcome difference to your campaigns’ performance.
You can choose from several different formats, including:
- Banner ads – Large ads placed at the top or sides of a page.
- Interactive ads – Ads featuring dynamic components that respond to user activity (e.g., swiping or dragging).
- Text ads – Display ads mainly using words to capture user interest.
- App ads – Ads shown across diverse apps.
- Video ads – Animated or live-action ads played before videos or on webpages.
Choosing the right formats for your display advertising strategy will depend on your target audience and budget. For example, video ads may work better when targeting a young audience segment that consumes lots of visual content on TikTok and Instagram.
Streamline Your Display Advertising Placements
If analytics reveal that you’re spending money on display ads with a high impression rate but few (or zero) conversions, it’s time for a change.
Remove those placements that fail to bring in new business: you’ll stop wasting money and free up more funds to channel elsewhere.
Run Two Versions of Display Ads Together
Split (or A/B) testing is an effective way to refine your display ads. The process is simple:
- Create two versions of an ad with slight variations (e.g., a different visual, CTA, or color scheme).
- Set up your campaign so that one half of users sees the original version and the other half sees the variation.
- Monitor the ads’ performance to discover which achieves the most interactions over a specific period (such as two weeks).
By split testing display ads, you can learn which design elements appeal to your target audience best. This will help you plan more effective campaigns in the future.
Experiment with New Visuals and Messaging
If your display advertising campaigns aren’t generating leads and conversions, try a new look and messaging. Check ads used by your highest-performing competitors: what visuals, language, and CTAs do they use? And what can you learn from them?
Your current display ads may be too vague or elaborate. Your messaging could be confusing or a poor match for your target audience. Invest time into researching your audience and how they respond to all types of advertising.
But always keep branding consistent across your display ads, website, and socials. This is crucial for building brand recognition and credibility.
Reach Your Audience with a Display Advertising Refresh
Overhauling your display ads may help you achieve better results. But it can be time-consuming and challenging to get right.
Leave it to our Orange County digital marketing pros instead — we’ll create tailored display advertising campaigns for your business.
Our team will discuss your challenges, goals, and other essential details to understand exactly what you need. Ready to get more out of your display ads? Contact us now to get started!
