Display advertising is undeniably one of the best ways to promote a brand, product, or service on the Internet. You’ve got a multitude of display advertising options available to you, and it’s never been easier to target your online audience.
With that being said, there are some common and recurring mistakes that advertisers make whenever they use display advertising platforms. You’re probably here today because you’re wondering if you make some of them, or you want to avoid making them.
The following lists the top five things you are probably doing wrong in your display advertising campaigns:
1. Using A Misleading CTA
When someone views your ad, you want them to do something afterward, and that’s where your CTA (call-to-action) comes in handy. An ad’s CTA will direct the viewer to do something like visit your website, fill out a form, or call you.
It’s vital that you create a CTA that is relevant to both your ad content and the landing page or other destination you’re directing people to. Always use the correct CTA, whether you’re using programmatic display advertising or native display advertising.
2. Using The Wrong Display Networks
There’s a raft of display networks you can use, as you can imagine. Most people prefer to use Google Ads, but others target specific niche markets or websites. When you’re using display network advertising, you must choose the best one for your needs.
You must remember that display networks aren’t perfect for all requirements. Sometimes you may need to use ones tailored to specific markets or industries rather than ones where ads will appear on random, potentially irrelevant websites.
3. Not Conducting Split A/B Testing
As you know, there is a lot of tailoring and customizing that needs to get done on ads before you end up with a winning formula. One way to determine which ad variation works best for your chosen changes is by conducting split A/B testing.
It’s where both ads get run side by side, and you can then view reports on the performance of each ad to determine which is best for your changes. If you don’t carry out split A/B testing, it will take longer and cost more money to determine the results of each ad.
4. Forgetting About Your ROI
All too often, advertisers concentrate on their CTR (click-through rate) instead of their ROI (return on investment). Yes, your CTR is an important metric - but it should not be the one that determines whether your campaign is a success or failure.
You might not know it, but statistically, the average CTR is around 0.09%. If you simply go by the figures for this metric, your campaign will be a failure in your eyes!
5. Forgetting About Mobile Users
Last but not least, you must never forget about your mobile users when creating display network ads.
Mobile internet usage is high and even exceeds the number of desktop computer users that go online. Make sure your ads get tailored for mobile users to consume.