When it comes to digital advertising, display ad networks are a powerful tool for driving traffic and increasing visibility. But are you getting the most out of them? Whether you’re new to display advertising or looking to refine your strategy, mastering best practices is essential.
Why Use Display Ad Networks?
Before we get into the nitty-gritty, let’s answer a simple question: why should you care about display ad networks? Because they can help you reach a wider audience, boost brand awareness, and get your message in front of the right people at the right time. Display ads use visuals—think images, videos, and banners—to catch attention in ways that plain text can’t. They’re the digital equivalent of a billboard, but much more targeted.
Now that we’ve established their importance, how do you ensure your campaigns perform well? It’s all about the details.
1. Define Clear Goals
First things first: what do you want your display ads to achieve? Without a clear goal, you’re essentially throwing spaghetti at the wall and hoping something sticks. Ask yourself:
- Are you trying to drive traffic to your site?
- Do you want to increase sign-ups for a newsletter?
- Is this about building awareness of your brand or product?
Having a clear objective will guide everything from ad design to targeting. For example, an ad aimed at increasing sales will look very different from one promoting a free webinar.
2. Know Your Audience Inside and Out
Who are you trying to reach? Display ads are most effective when they’re shown to the right people. Spend time researching your audience. What are their interests, challenges, and preferences? What type of content do they engage with? Use this information to create ads that speak directly to them.
Targeting options can help you refine this further. You can focus on demographics like age, location, or income level, or go deeper with behavioural targeting based on user actions. The more specific you are, the better your results.
3. Craft Eye-Catching Designs
Your ad needs to stand out—but not in a way that feels obnoxious. A well-designed ad grabs attention, communicates your message clearly, and compels the viewer to take action. Here are some tips:
- Use high-quality visuals – Grainy or cluttered images will hurt your credibility.
- Keep text minimal – A concise headline or tagline is far more effective than a wall of text.
- Make your CTA clear – Whether it’s “Learn More” or “Shop Now,” the call-to-action (CTA) should be easy to spot.
Test different design elements to see what resonates most with your audience. Sometimes, a small tweak—like changing a colour or font—can make a huge difference.
4. Optimise for Mobile
How often do you scroll through websites or apps on your phone? Probably more than you realise. That’s why your display ads need to be mobile-friendly. If your ad looks great on a desktop but doesn’t scale well on smaller screens, you’ll lose potential clicks.
Ensure your visuals are responsive, and test how your ad appears across various devices. Remember, a seamless experience increases the likelihood of engagement.
5. Leverage Remarketing
Ever noticed how an ad for a product you browsed online seems to follow you around? That’s remarketing in action. This strategy targets users who’ve already interacted with your site, keeping your brand top of mind.
Remarketing is highly effective because it focuses on people who’ve shown interest, making them more likely to convert. To avoid coming across as spammy, limit the frequency of your ads—no one wants to feel stalked.
6. Test and Analyse Performance
Even the most beautifully designed ad won’t succeed if it doesn’t resonate with your audience. This is where testing comes in. Run A/B tests to compare different versions of your ads. You might test variations of:
- Headlines
- Images
- CTAs
- Colour schemes
Once your ads are live, regularly analyse their performance. Metrics like click-through rates (CTR), conversion rates, and cost-per-click (CPC) will help you understand what’s working and what isn’t. The key is to adapt and improve based on these insights.
7. Budget Wisely
Let’s talk money. Display ad networks allow you to control your spending, but it’s easy to go overboard without proper planning. Set a realistic budget and stick to it. Start small if you’re unsure of what to expect, then scale up as you learn what delivers the best results.
Also, keep an eye on return on investment (ROI). If you’re spending more than you’re earning, it’s time to reevaluate your strategy.
8. Keep It Relevant
No one likes to see an ad that feels irrelevant or out of place. Make sure your messaging aligns with where it’s being shown. For instance, an ad for luxury handbags might not perform well on a site focused on DIY crafts. Context matters.
Relevance also extends to timing. Seasonal ads, for example, should be planned well in advance to capture the right audience at the right moment.
Bringing It All Together
Using display ad networks effectively isn’t rocket science, but it does require strategy. Start by setting clear goals, understanding your audience, and crafting visually appealing ads. Optimise for mobile users, take advantage of remarketing and continually test and tweak your campaigns. By doing these things, you’ll set yourself up for success and get the most value out of your advertising budget.
Think about your next display ad campaign—what’s one thing you could do differently? Start with just one improvement and build from there. With time and consistency, you’ll see results that make all the effort worthwhile.
