Display ad marketing is a great channel which might increase
brand awareness and in turn increase conversion rate. However, people sometimes
ignore banners or display ads consciously or subconsciously. With increasing
banner blindness, marketers should be aware of how to create an appropriate ad
which gives visitors incentives to make a click.
This article points out 4 common mistakes which markers
should avoid.
Mistake #1- The ad doesn't attract attention:
The most important objective
of your ad is to attract people’s attention. Here are some key elements: size,
shape, color, motion, and position. For instance, you can be bold and use color
to attract positive attention. As the webpage showed below, the red ad is
standout from other ads and contents.
Mistake #2- The ad lacks value:
Building value to customers is also important. There are
four key factors to measure the force of a value proposition: appeal,
exclusively, credibility, and clarity. As a marketer, you should always ask
yourself what you are offering, where people can get this offer, whether the ad
is appealing or not.
This Traveling Dog ad
banner might be a bad example because it doesn’t convey any message and value. People
just know this is an ad and that is all.
Mistake #3- The ad doesn't ask for the click … the right
click:
Before asking for the click, in the banner you should make
sure that visitors realize what they will get in exchange for the click. Try to
use clear and precise slogan to attract the right customers!!
Mistake #4- The ad doesn't show continuity with the landing
page:
You should ensure that the message in the banner ad is the
same as that on your landing page. Otherwise, prospective customers might be
confused and leave your website. Even though you have several claims, you need
to achieve continuity and help visitors land on the right page.
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