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How to make digital display ads that your customers want to click

How are your current digital display campaigns performing? Is your click-through rate above the industry standard or well below? How many sales are you generating and what’s your current ROI?

When done well, digital display can revolutionise your digital advertising and truly impact your pipeline performance for your business. So, how can you make sure you win? 

All successful campaigns begin with one thing, an ad that customers actually want to click. Do that and you’re giving your campaigns every chance of success. Don’t and you’re falling at the first hurdle. 

The consumer-conundrum 

Breaking through the noise, reaching your desired consumers and getting them to act can be hard. We know that 54% of users don’t trust banner ads, that millennials are more likely to simply ignore banner ads and more worryingly, that 86% of consumers suffer from banner blindness. 

The latter is where ads are consciously or unconsciously ignored by consumers. 

Creating ads that your users want to click

So, how do you ensure that no one ignores your ads? Here are six tips to dramatically improve the quality and desirability of your ads. 

1.Focus on stunning design

A HTML5 display ad that is on brand and provides an extension of the customer experience is the bare minimum for a successful campaign. When it comes to design, it’s crucial to cut back on the clutter and ensure the most important parts of your ad catch the eye. That means your call to action (CTA) must clearly stand out and define exactly what you want your users to do and why.

Consider the hierarchy of information in your ad. What do you want your users to see first? What order do they need to work through the content? It’s important to group key information together, which is called the principle of proximity. If there’s no structure to the information and the content of the ad it won’t be immediately understandable for the user and will be too easy to ignore.

Remember, if your ad doesn’t stand out in a clear and structured way, you’ll need to go back to the design drawing board.

2.Get the right CTA

Your ad simply needs to be consistent. If you want visitors to click on your ad and ultimately convert, it’s crucial to not leave anything up to interpretation.

Words like “Shop the Sale” as your CTA are clear, defined and illustrate the benefit of a user clicking on the ad. Don’t be vague, the more concise your CTA is the better the user experience will be.

3.Consider your use of human faces

There is a school of thought that using a human face with Your ad simply needs to be consistent. If you want visitors to click on your ad and ultimately convert, it’s crucial to not leave anything up to interpretation.

Words like “Shop the Sale” as your CTA are clear, defined and illustrate the benefit of a user clicking on the ad. Don’t be vague, the more concise your CTA is the better the user experience will be. eyes directed towards your product will increase interaction on your ad. For others the eyes need to be directed towards the user.

Our advice? Tread carefully. Simply using a human face doesn’t guarantee performance. While a certain target demographic might identify with the person in your ad, it could also put off others and alienate certain users.

It all comes down to relevancy. Don’t simply rely on one design principle across the board. If a human face would illustrate the context of your ad, go for it. If not, consider relying on more neutral environmental use of photography, or no photography at all.

Question what you’re trying to convey and build the design of your ad around your message.

4.Use directional clues

We’ve already covered ensuring your CTA stands out and illustrates the benefit of clicking on your ad for the user, but another method to generate clicks is to use directional clues.

This could be an arrow that points to the CTA button or animations that ensure it attracts the users eye and places it as the core focus of the ad.

5.Optimise for multiple platforms

In 2019, more than 70% of digital ad spending will be on mobile ads. Placing your ads where your customers are and on the devices that they’re using will be fundamental to success.

That means that you’ll need to leverage your audience data across different devices to ensure you provide a consistent and cohesive customer experience cross device, regardless of where your users are or what device they’re using. Building multi-device ads at the start of your campaign is fundamental.

6.Always keep your ads relevant

For users to click on your ads they need to be relevant, personalised, timely and up-to-date. 

Whilst the design may look great, if you’re serving a user with an ad for a product that they’re not interested in, you’re giving them a reason to ignore your ad. Your approach to retargeting is crucial to build relevant ads. 

An ad for a relevant product might encourage users to click on your ad, but if the user discovers it’s out of stock, the advertised price was wrong, or the offer no longer exists, your customer experience will be poor. Users will then have a legitimate reason to ignore your future ads and switch to one of your competitors. In-Feed ads will ensure that never happens. 

Users will also be turned off by ads that don’t tap into how they’re feeling in line with the time of day or down to other external factors such as the weather. And they’ll simply ignore an ad that isn’t in the right language. The correct use of dynamic ads will fix all these issues, ensuring your ads are always super-relevant. 

7.Creating ads at scale

Creating the perfect digital display ad that always encourages consumers to click sounds like a complicated process. If your design needs to be on point each and every time, surely you need the best designers? And if you need to create ads at scale to cater for all your campaigns, how will your design team cope? What will this mean for the consistency of your ads?

The Ad Builder from Fluid Ads solves all these problems, ensuring you have the capability to build beautiful and award-winning, feature rich, multi-shape, multi-device HTML5 digital display ads in minutes. Crucially, due to the simple and intuitive functionality of the ad builder anyone in your team can build your ads. There’ll be no need to rely on expensive design resource.

To learn more about how the Fluid Ads ad builder can revolutionise your digital display advertising with ads that your users always want to click, get in touch today.

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