The goal with a display ad is to showcase your brand across the web and your ad is often your first impression. Thus, it’s important to make it a good one. A great display ad will have a simple design and concise messaging. It will incorporate your brand’s colors and fonts, and will include a clear call-to-action. The link to your brand should be unmistakable. Logos, colors, fonts, and messaging should be immediately recognizable as your brand, and should match the rest of your landing page content.
The ad is the first step in attracting a potential customer, and once it grabs their attention, you can let your landing page be your brand representative. While a landing page does serve an important role, it needs to take a user further down the funnel. Instead of landing a potential user on a generic page, think about what you want the users next step to be. What is your goal? Do you want the user to purchase an item, fill out a contact form or learn about your business; whatever it may be, how easy is it for the user to interact with the landing page to achieve the next step? These are all things to consider when putting together a plan for your display campaign.
While you think about what your goal may be, be aware, your ad is only as good as your landing page. You might have an incredible ad, crisp logo, clever tagline, clear call-to-action, but if your landing page does not accomplish the anticipations that were set up by the ad, your efforts will be minimized. The landing page must clearly communicate the conversion action you want a customer to take, and it should align with the design and messaging of both the ad and your brand as a whole. A user should know immediately that this landing page accurately represents the ad they clicked on.
It’s important to note that even if you’ve aligned an ad and landing page, which results in a high performing ad, there is always room for improvement. Take the time to A/B test both your ads and your landing pages.
Written by: Kyle Gibbons, Campaign Manager[/vc_column_text][/vc_column][/vc_row]