The power of design should never be underestimated. 50%* of companies say that design plays a massive role in how they achieve success. After all, design influences first impressions and the way consumers perceive your brand. For a powerful design, a few things are very important.
a. Pick a Single Message
The best way to structure a display ad is to pick one thing to communicate through it. Depending on the size of the ad space, you might have to do away with some parts of your standard branding for your singular message to be efficacious.
Banner ads tend to be relatively small, so you don't always have a lot of space to work with.
Don't try to say too much; the ad may just end up looking cluttered and confusing. Instead, clearly communicate a single marketing message about a single product/service.
Tip: Ads with larger visuals and less text tend to get up to 38% higher CTR#.
b. Prioritise the message
Always prioritise the content in a banner. The ideal way to follow is: logo- value proposition- CTA. Not all banner needs to have all information. It’s better to define content basis the size of the banner. Small banner sizes should have limited information e.g. only logo and key line.
c. Eye-catchy Colors
Rethink color schemes when designing an ad for the web. Choose a simple color palette that’s conducive to your branding and marketing goals. Bright background colors can be a good way to grab the attention and evoke emotion of users.
As a general rule, your color palette should be minimal. You should pick two or three main colors. With too many colors, the viewer won’t be able to focus on what’s important. A couple of contrasting colors make the important parts stand out.
d. Clear typography
The most important thing to have is clear and legible typography. Construct a hierarchy to make sure the most important information gains attention. Do away with extra information in small-sized ads where all information is not legible. It doesn’t matter if you have amazing visuals — if your audience can’t read or understand your message, they won’t click on your ad.
Avoid type tricks such as drop shadows or odd shading. Black or white lettering would be the preferred option in most ads. Type should feel trustworthy, direct and conversational.
Interactivity is vital to keep the audience engaged. The content and design must come across as captivating to your target audience.
f. Tailor ads according to the purchase funnel
Create display ads for different stages of the purchase funnel. By delivering the right message at the right moment, you can encourage responses and help guide Physicians to acquisition.
g. Call-to-Action (CTA)
Make sure you have a CLEAR and PROMINENT call to action. It should look like a button that is unique, encouraging visitors to click on it.
Your customer acquisition model will dictate the call-to-action, marketing assets, and landing pages that you use. Rather than“click here,” consider something that tells a user more about the choice he/she is making.“Request a demo”, “Book now” CTAs are more appealing to prospects and have a higher CTR.