Depending on what you're doing, this might either be the worst or the best time to be a digital display advertiser. The number of options to reach your target audience is greater than ever, but there are also about 198 million active ad block users globally at the moment (Source: Ad blocking report). There may be more ways than ever to fail, but there are also more opportunities than ever to succeed.
You've probably had both triumphs and losses when it comes to displaying advertising, but you might not be aware of the specifics of why some of your ads performed better than others. Here are 10 things you're most likely doing incorrectly.
You've probably had both triumphs and losses when it comes to displaying advertising, but you might not be aware of the specifics of why some of your ads performed better than others. Here are 10 things you're most likely doing incorrectly.
The 10 Major Mistakes You’re Making With Your Display Advertising Strategy
1 – Using a misleading CTA
It's a fairly large stretch to say that someone can "drop 25 pounds in no time" and then direct them to a landing page where they can purchase shape-wear (pun intended). You shouldn't be reckless even though you might not be making a mistake as significant as that. Your audience won't stay on the landing page for very long if your banner copy doesn't match it.
2 – Focusing on your CTR instead of your ROI
According to the average CTR for display adverts, which is 0.09 percent (Source: Bannersack Blog), you would assume that the majority of your campaigns were unsuccessful.
The good news is that you can still obtain a return on your investment even if your click-through rate is low. In a recent analysis of 12,000 Proactiv purchases, Facebook's Atlas Ad Serving and Analytics Unit discovered that 13% of them were initiated by customers watching a display advertisement they chose not to click on.
The good news is that you can still obtain a return on your investment even if your click-through rate is low. In a recent analysis of 12,000 Proactiv purchases, Facebook's Atlas Ad Serving and Analytics Unit discovered that 13% of them were initiated by customers watching a display advertisement they chose not to click on.
3 – Skipping A/B testing
Before spending your full money, you can test the effectiveness of each ad by picking one variable from each and running the variations side by side. To determine which combination will be most effective, you can experiment with the copy, the image, the CTA, the audience targeting, and the design.
You will have decreased the likelihood of paying for an ineffective advertisement by conducting these tests with smaller budgets.
You will have decreased the likelihood of paying for an ineffective advertisement by conducting these tests with smaller budgets.
4 – Advertising on the wrong sites
Although it can be challenging in each situation, you should aim to exert as much control as you can over your audience. Your brand may suffer more from a poorly positioned advertisement than from none at all.
Despite your best efforts, it's possible that an unexpected news story will make your advertisement seem improper, but this is unlikely to happen frequently. So, that's not an excuse! Exercise some caution.
Despite your best efforts, it's possible that an unexpected news story will make your advertisement seem improper, but this is unlikely to happen frequently. So, that's not an excuse! Exercise some caution.
5 – Not running social media display ads
Display advertisements work well on social media, including Twitter, Facebook, LinkedIn, Instagram, Pinterest, and Snapchat.
The most established kind of advertising, Facebook has been extremely effective for many firms. Compared to web targeting generally, Facebook's desktop advertising has click-through rates that are 8.1 times higher, while its mobile advertisements are 9.1 times more effective.
The most established kind of advertising, Facebook has been extremely effective for many firms. Compared to web targeting generally, Facebook's desktop advertising has click-through rates that are 8.1 times higher, while its mobile advertisements are 9.1 times more effective.
6 –Running ads that are only desktop-friendly
The amount spent on mobile display advertising will make up 72.2% of all digital advertising expenditures by 2018. Therefore, if you don't move quickly, your rivals will reach your clients first.
Consider switching at least some of your whole digital ad budget to mobile-only campaigns, and see how it performs for you. You'll probably get a lot more value for your money.
Consider switching at least some of your whole digital ad budget to mobile-only campaigns, and see how it performs for you. You'll probably get a lot more value for your money.
7 – Using the same ads, over and over again
Repeating yourself in front of people makes you appear a little desperate. To encourage potential buyers to click through, alter your messaging and, more crucially, provide them with fresh content.
8 – Unstoppably showing ads to people who don’t convert
It's hardly a guarantee that someone will buy something just because they click through once. It's time to change your targeting strategy if your ads are receiving tonnes of impressions and clicks but no one is converting as a result.
9 – Creating sloppy ads
When it comes to displaying advertising, appearance is everything. Your display advertising must appear professional, so make sure they are optimized for the location where they will be displayed. Make sure your material isn't too long, get the dimensions perfect, and develop a CTA that appeals to your target market.
10 – Winging it
There are many excellent resources available that can aid in the development of your display advertising plan. Although reading this blog article is a terrific start, it shouldn't be the end of your journey. You don't want to pass up any new opportunity to enhance your strategy because the display advertising industry is always expanding.
YOU MAY LIKE TO READ MORE:
10 High Paying Careers in Advertising
10 Promising Careers in Marketing in 2022
A Complete Guide About Holistic Marketing
The disadvantages of display advertising include: Lower click-through rate (CTR): Search advertising often have a higher CTR than display ads. Lower conversions, such as sales and registrations, are a result of a lower CTR.
YOU MAY LIKE TO READ MORE:
10 High Paying Careers in Advertising
10 Promising Careers in Marketing in 2022
A Complete Guide About Holistic Marketing
What are the 4 types of display ads?
Retargeting (or remarketing) advertisements, social ads, native ads, and responsive ads are a few examples of display ad types. Additionally, there are a variety of possibilities for display targeting, including subject, contextual, and interest targeting.
What is one possible mistake firms make in their ad copy?
The first error is failing to use keywords in your ad copy.
It's like attempting to drive your car while it's in park if you don't include keywords in your ad copy. You won't advance very much! In order to establish where your ads will appear in the search results, Google creates a "Ad Rank."
What is the biggest problem in online advertising today?
However, despite the numerous advantages of promoting your business online, online advertising is still hampered by fraud and viewability problems, as well as by low creative standards, which has caused critics to doubt its efficiency and future.