How to Build Brand Awareness with Display Advertising?

Published on July 23rd, 2014 by | Category: Online Marketing

Online display advertising is a very effective way of drawing traffic to your blog or site and letting the people know about your brand; three main types of online display advertisement are: Banner, Tower and Island. Each of these three types then has different sizes, styles and formats. The success of an online display advertisement is much of dependent on how many times the ad has been clicked and how many times it has been displayed. Yeah, if the visitor could not get to click the ad, at least, it would leave an impression on his mind.

Now that you know display advertisement plays a very important role in creating the awareness of your brand, you would like to know what line of action if followed would let you make the most of it. Here are the few tips to draw more traffic to your site, get more clicks and thus get successful in your brand recognition campaign.

Tip #1: Narrow your audience

The very first and foremost thing to do is to identify the audience you are going to target; identifying the audience involves knowing your audience’s background, their interests and their geographical and financial constraints.

One of the main reasons behind the failure of a well-designed ad is that little or no investment is made in the audience analysis. You can’t just put your ads on a web page without studying the audience to that page. Advertising expensive clothing to an audience that cannot afford it would be useless.

Invest in knowing where to find your audience as much as you are investing in building better marketing content. Take the help of those having good understanding of audience targeting and update your strategy based on the feedback you receive from audiences belonging to different backgrounds and classes.

Tip #2: Be original

On the same web page, your ad will be competing with many others of same kind, the more eye-catching and unique it would be, the more would be the chances that the visitor would prefer your ad over the others.

Do not underestimate the value of originality, study the ads created by your competitors and use your creativity to come up with something that’s different and at the same time more captivating.

Tip #3: Use visually compelling design

Your design should be visually compelling and conveying its purpose in a clear and concise manner. Neither stuff your ads with graphics nor avoid them wholly; you may include images and graphics related to the services and products your brand offers, if need be. Look at the ads created by successful online brands from the perspective of a prospect; this would really help you understand what should be there in your ad and what not.

One more thing, in your ad, emphasis should be laid on benefits instead of the features of the product or service. If the visitor would be really interested in the features of the product, he would make his search for the details; primary purpose is to convey the benefit he’s going to enjoy using your product.

Tip #4: Draw your customer in with an effective call to action

“Sign-up for a free trial”, “Get it now”, “Download now”, that’s how customer’s attention is drawn; call-to-action is a persuasive statement that uses action verbs and tells the customer what to do. The customer will spend very short time scanning through all the ads on the web page of his interest, you will need to make an effective call to action in your ad to stand a chance in the crowd of advertisements.

Use large, easy-to-read fonts and eye catching font colors in your ads.

Tip #5: Maintain consistency between the display ad and the landing page

Use the same call to action language on the landing page as you have used in the advertisement. This would assure language continuity, add to the comfort of the visitor interested in your product or service and would help increase the chances that the customer would follow through conversion. The landing page should give the same feeling; it should contain the same message and should have the looks matching that of the ad that compelled your customer to click at the very first place.

You know the location of the person who has clicked on your ad, you know it as well whether he’s new to your site or is a regular visitor and now that he has clicked on an ad related to people of specific age and area of interest, you have also got a vague idea of what are the interests and hobbies of your customer. Exploit the information you know about your visitor to your advantage and use intelligent targeting methods to increase relevance of the content on the landing page.

Tip #6: Keep track of how effective your efforts have been in boosting your sales

Lead management is the appropriate term to use; the term’s used to describe methods and techniques designed to facilitate the connection between a business’s advertisement and the response made by customers to that advertisement. Many softwares and online applications (like whos.amung.us) would help you keep track of the clicks and views made by the people on your advertisements.

Keeping track of the activity on your site would help you know how effective your advertising strategy has been and which areas need to be improved or require special attention.

These were just a few of many tips that could help you build your brand’s awareness with display ads, there are many others. The article’s purpose was to show you a direction to follow; otherwise, each of the tips given here is in itself a topic of the same length as is this article.

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