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 the first impression and the way your target audience perceives your brand and message. These tactics are very important to deliver a powerful design that will resonate with your target audience.
Pick a Single Message
The best way to structure a display ad is to focus on a singular message to communicate in the ad. Depending on the size of the ad space, you might have to refine or reduce some parts of your standard branding, so your key message is featured predominantly to be efficacious for the brand.
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 garner a click-through rate up to 38%.
Prioritize the Message
Always prioritize the content in a banner. The ideal way is to follow a logo value proposition—CTA. Not all banner messages need to have all the information. It’s better to define content within the size of the banner. When operating with small banner sizes, then the ad should have limited information e.g. only a logo and key line.
Rethink color schemes when designing an ad for the web. A simple color palette should be chosen that’s conducive to your branding and marketing goals. Bright background colors can be a good way to grab the attention and evoke the emotion of users.
As a general rule, your color palette should be minimal. You should pick two or three main colors. When too many colors are used, then the viewer won’t be able to focus on what’s important. In addition, a couple of contrasting colors can make the important parts of the message stand out.
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.
The campaign should avoid the usage of tricks such as drop shadows or odd shading. Black or white lettering is often the preferred option in most ads. The selected type should feel trustworthy, direct and conversational when delivered to the target audience.
Interactivity is vital to keep the audience engaged. The content and design must come across as captivating to your target audience.
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.
The call-to-action in a message must be CLEAR and PROMINENT. 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 sharing a message that tells a user more about the choice they’re making. With language such as “Request a demo” or “book now” CTAs are more appealing to prospects and have a higher CTR.