Business Services

Display Advertising Best Practices

This article was written by Ted Dhanik

Following some of the best practices in banner advertising helps reduce the costs of your campaign, and drive your CPA higher. You could read entire books on copywriting, banner design and branding to master these concepts. These tips are meant to help anyone get real results quickly.

Adhere to Sizes

When you adhere to the standards of sizing, you cut the risk of competing with the rest of the content on the page. Too large, and your banner overlaps with the text. Too small and your banner won’t look right when users visit the page. Be sure to ask your representatives which ad sizes they prefer, in case they require a special size that is out of the norm.

Use Buttons Effectively

Although your entire banner is clickable, buttons help users focus on your call to action. Make sure that the button is relevant to your display advertising, avoiding clichés like “click here” or “buy now.” Try to contextualize the call to action by using language that will ring true to the ad: “order online,” or “research options.”

Tips for Branding

If the objective of your campaign is to increase brand exposure, consider what gives your brand sticky value. Are users likely to remember more about your free shipping offer, a discount coupon, or a touch of customer service that you pride yourself in? These will be different for each business, but a simple ad that states the benefits of working with you has a powerful impact to consumers still on the fence.

Bio: Ted Dhanik is the president and co-founder of engage:BDR. Ted Dhanik specializes in display advertising and helping businesses to acquire new leads. For more information about direct marketing trends, find Ted Dhanik online.