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5 Display Ads Best Practices

Display ads are one of the most common advertising tools in today’s online world. In fact, you’ve probably already seen a few today as you browsed…but did you notice?

Banner blindness is a very real phenomenon—one that you want to avoid with your own display ads. Here are some tips for ads that pack a punch.

Keep It Simple

It can be tempting to try and get the most bang for your buck when it comes to display ads and throw as much on there as possible. However, it’s important to remember that many of the most common display ad sizes are small and too much information can be overwhelming, confusing or difficult to read.

Keep your messaging, imagery, and Call-to-Actions (CTA)  as clear and simple as possible. A simple, clean design that utilizes white space and a clear hierarchy can be very effective.

Use High Quality Assets

Just because display ads are often small, that doesn’t mean you should cut corners with quality. Use high-quality imagery, legible typefaces and ensure that any brand elements such as logos are especially clear and crisp.

It’s also a good idea to export at the highest quality possible while still staying under the 150kb file limit and always review exported images for quality before uploading.

Make It Stand Out

You want your ad to stand out from the page the visitor is viewing. Design your ads so they have clearly defined borders by bringing colors or images to the edge. Not only does this help with compliance, but it draws visitors’ eyes to the ad.

If you are using a background that is white or may blend with the webpage, you can add a 1-2px grey border around all sides to define the edges. This helps set the ad apart from the background and gives it good definition that attracts the eyes.

Be Relevant

As with all marketing, you want your display ads to be relevant. It might be tempting to use a generic design and copy, but studies have shown that users are more likely to click on ads that they think are useful to them and their situation.

Make sure that you understand your target audience and tailor everything from imagery to text. Highlight sales, include unique selling points and try to show how whatever you’re advertising will affect your targeted user.

Stick to the Brand

There are many reasons why this is important. First, it is vital to maintain consistency across all deliverables and create a unified image for the company. Second, consistency creates brand recognition and loyalty. A company’s brand should be utilized across every touch point the user encounters.

Spell Check

Every ad you create should be spell-checked and proofread before publishing. These ads are generally either a customer’s first interaction with a brand or used to encourage previous visitors to complete the sales process and convert. Neither of those things are likely to happen if you are displaying an ad with a painfully obvious typo or grammatical error.

Display Done Right

Some of these tips may seem obvious, but often the obvious is the most easily overlooked.

Never underestimate the power of a simple design that is built on strong design principles and effectively communicates your message to the viewer.

Good Example

Poor Example

Source: Disruptive Advertising

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