This checklist for designing impactful display ads can also be applied to any type of advertising contact with your customers.
Christine Pepin
Practice Lead, Search Engine Marketing
For clients with direct response goals (shouldn’t this be everyone?), designing a compelling display ad with the below items is a must. Website design and content creators, though, have a lot to take away from this list as well.
1.) Include a clear call-to-action. Some users may see “buy now” or “purchase x” as too demanding. Encourage the user to be interactive when they get to the site or guide them by suggesting where to navigate when they arrive.
2.) Call-to-actions should appear in every frame. There’s no way to tell when a user will be paying attention. Catch them at every frame; especially the last one.
3.) Your brand or product logo should be visually displayed in every frame.
4.) Clearly articulate pricing and promotion. Discounts and offers are a great eye-catcher. But, if the offer isn’t valuable to the user they won’t click. CTRs may be lower, but you’ll only be paying for truly interested folks.
5.) Identify your value proposition. Include a different benefit of your product or service in every frame.
6.) Create a sense of urgency. Entice the click but also include other pre-qualifying information such as discounts and/or a quick value proposition.
7.) Be consistent with color and images. Promote your brand identity through a color scheme that matches your image or logo. Use easy to read fonts over frilly designs.
8.) Convey your message in both text and images. Integrate the two mediums as everyone responds, processes, and retains information differently.
9.) Direct users to a relevant landing page. Create a positive experience at first engagement. Deliver on the promise listed in your ad within 1 click.
10.) Create ads in all size and formats. Don’t lose out on relevant, available inventory because your creative isn’t fit a certain spec. Improve your changes of appearing on all types of sites.
