Display advertising is a powerful tool for increasing brand awareness, engaging potential customers, and driving conversions. Unlike search ads, display ads use visual elements, such as images, graphics, and videos, to capture audience attention. They appear on websites, mobile apps, and social media platforms, helping businesses target users based on interests, demographics, and online behavior.
Step 1: Define Your Advertising Goals
Before launching a display ad campaign, establish clear objectives:
- Brand Awareness: Increase visibility among potential customers.
- Lead Generation: Capture leads through compelling ad creatives.
- Retargeting: Re-engage users who have interacted with your website.
- Product Promotion: Showcase specific offerings to drive sales.
Example:
A NetSuite solution provider may use display ads to promote their ERP implementation services by targeting CFOs and IT managers who have previously searched for ERP solutions.
Step 2: Choose the Right Ad Format
Display ads come in various formats, each serving different campaign goals.
Common Display Ad Formats:
- Banner Ads: Standard rectangular ads placed at the top or sides of web pages.
- Responsive Display Ads: Automatically adjust size and format based on available ad space.
- Video Ads: Short clips that engage users visually.
- Rich Media Ads: Interactive ads with animations, slideshows, or expandable content.
- Native Ads: Blended seamlessly into website content for a non-intrusive experience.
Step 3: Create Engaging Ad Creatives
A compelling display ad should grab attention and communicate the message effectively.
Best Practices for Ad Creatives:
- Use high-quality visuals that align with your brand identity.
- Keep text concise – include a clear, direct message.
- Include a strong Call-to-Action (CTA) (e.g., “Get a Free Demo,” “Download the Guide”).
- Highlight unique selling points (e.g., “Certified NetSuite Partner, 24/7 Support”).
- Ensure mobile-friendliness for better reach and engagement.
Example Display Ad Copy:
Headline: Optimize Your Business with NetSuite ERP!
Description: Discover seamless NetSuite implementation with expert consultants. Book a free demo today!
CTA: Get Started Now!
Step 4: Target the Right Audience
Effective targeting ensures your ads reach users most likely to convert.
Targeting Strategies:
- Contextual Targeting: Show ads on relevant websites (e.g., business and finance blogs for NetSuite services).
- Demographic Targeting: Focus on specific age groups, job titles, industries, or locations.
- Behavioral Targeting: Reach users based on their online activity and interests.
- Retargeting: Serve ads to users who have visited your site but haven’t converted.
- Lookalike Audiences: Expand reach by targeting users similar to your existing customers.
Step 5: Optimize Landing Pages
Your display ads should lead to well-optimized landing pages that encourage conversions.
Landing Page Optimization Tips:
- Ensure fast load speeds and mobile responsiveness.
- Match the ad’s messaging and visuals with the landing page.
- Include a clear CTA and an easy-to-fill contact form.
- Provide social proof (e.g., client testimonials, case studies, certifications).
- Minimize distractions and focus on conversion-driven content.
Step 6: Monitor and Optimize Performance
Regularly track performance metrics to refine your display ad campaigns.
Key Metrics to Track:
- Click-Through Rate (CTR): Measures user engagement with the ad.
- Conversion Rate: Assesses how many users take desired actions.
- Impressions & Reach: Evaluates how many people see the ad.
- Cost Per Click (CPC) & Return on Ad Spend (ROAS): Determines cost efficiency.
- Viewability Rate: Ensures ads are actually seen by users.
Optimization Strategies:
- A/B test different ad creatives and messaging.
- Adjust bidding strategies based on performance.
- Refine audience targeting to improve engagement.
- Utilize placement exclusions to avoid low-quality websites.
Display ads are a versatile and impactful advertising tool that, when executed correctly, can significantly boost brand awareness, engagement, and conversions. By implementing best practices in targeting, ad creatives, and optimization, businesses—especially NetSuite solution providers—can maximize the effectiveness of their display ad campaigns.