Episode 27 of #DigitalBrunch: 6 Tips for Effective Display Banner Ads – Google Display Network or other Display Banners
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0.9 seconds. That is the average view rate for display banners. Guys, that is less than 1 second. 0.9 seconds. 0.4% is the average click-through-rate. So if you think about it 0.4 people out of a hundred click on your ad. That is less than 1 person. So 4 persons out of one thousand. Only 9% of the display ads are seen for more than 1 second. And only 4% are viewed for more than 2 seconds. So if you think of these statistics, how do you actually get people to click on your display banners?
First of all you should take into account what your goal is. Do you really want them to click on your ad or do you just want them to view your ad? Do you actually want them to see your ad and remember it or do you want them to just see your brand and remember it and actually generate brand awareness.
Secondly, it’s not about the colours of the banner because usually this is what everyone thinks about. It’s more about the contrast. Check the colour wheel and see what is the most effective contrast for your ad. Where should you actually use the colour contrast? On the click-to-action buttons and on the main unique value proposition. And also you should take into account the whole context. Where does your banner ad appear? Is it on a website with a lot of colours? Then it may be better to go for a white background with a well emphasized click-to-action button. If it’s more like a white website like Facebook for example where the background is white, then it’s better to go for really powerful colours.
Then you should remember that less is always definitely more. And especially when it comes to display banners. If your customer can’t understand your message in 0.9 seconds they won’t click on it, let alone remember it. So if you think of this, how can you make your customers understand your message in 0.9 seconds? In my opinion and this quote, I really like it – perfection is when there is nothing more to take away so keep in mind this simple rule. When you’re writing your copy on the banner and also when you’re thinking the creative, think about what should, what is a must-go there. What are the elements and the words that must absolutely go into your ad. Everything else should be taken away.
Also what I see a lot is that people try to get creative when they are doing display banners but generally it’s about being clear, not about being creative. An ambiguous message will never get you clicks and will never get you attention. So it’s very very important not to try to be creative but to try to speak your customer’s language and to make it very very clear very fast what your banner is about, what your business is about, why should people remember your brand, why should they click on your ad.
Another thing is that you should always use different creatives and different display banners for each stage of your customer in the funnel.
Last but not least, you should always think whether your brand is well-known enough to generate clicks. A recent survey that I’ve seen done by Survey Monkey and Search Engine Land shows that people tend to click on retailers that they know actually 70% of people click on
