5 Key Elements of a High-Converting Display Ad

Originally published: March 29, 2023 08:07:53 AM, updated: March 29, 2023 08:50:57 AM

Are you ready to create an amazing display ad to drive quality website traffic, increase conversions, and grow your business?

Creating an effective display ad isn't just about making it look nice. Key elements are needed to make the ad successful and attract the right kind of attention.

In this article, we'll go over 5 key elements of a high-converting display ad: eye-catching design, compelling headline, clear and concise copy, relevant visuals, and a strategic call to action.

When combined, these elements can help you create an ad that resonates with your audience and brings in more conversions. So let's get started!

1. Eye-Catching Design

The design of a display ad is arguably the most important element of creating a high-converting ad, as it is the first thing a potential customer will see. Its main goal should be to gain the attention of potential customers and draw them in to learn more.

In order to create an eye-catching design, it is important to keep these tips in mind:

• Use bright, bold colors – Colors are the most effective way to grab the viewer's attention and should be used strategically.
• Utilize visuals – Visuals are an essential component of a display ad and should be used to convey the ad's message while also being visually appealing.
• Leverage empty space – Utilizing negative space, or "empty" space on a display ad, can help make the other elements of the ad stand out and draw the viewer's eye.
• Use a clear, concise message – The ad's message should be clear and concise, as this helps ensure that the ad's goal is communicated in the simplest way possible.
• Incorporate a call-to-action – Adding a call-to-action that encourages the viewer to take the next step can help move the viewer along the customer journey.

By following the above tips, it is possible to create an eye-catching design for your display ad to attract potential customers.

2. Compelling Headline

A headline is one of the most critical elements of any display ad, and a compelling headline can be the difference between a successful ad and one that falls flat. It must be concise, informative, and draw your target audience's attention. Your headline should include a call to action, encouraging potential customers to click on the ad and learn more about your offer.

Keeping your headline aligned with your overall brand message is also essential. The copy should communicate the same values that your brand upholds and evoke emotions in the viewer. The headline should also be relevant to your target audience and speak to their needs.

When writing a headline for your display ad, keep it brief. You'll want to include enough information to pique interest and compel the reader to click without giving too much away. Additionally, try to use language that is both engaging and clear.

Finally, adding a sense of urgency can be a powerful way to motivate people to click on your ad. Words like "Time-Limited," "Don't Miss Out," or "Act Now" can all be effective in driving people to take action.

By crafting a compelling headline, you'll be able to capture the attention of your target audience and persuade them to click on your ad.

3. Clear and Concise Copy

Display advertising relies heavily on the copy. When crafting a display ad, it's vital to ensure the copy is concise and to the point. Generally, a single sentence is needed to capture potential customers' attention and draw them in. It's also important to avoid using too much copy, as it can become overwhelming and difficult to read in a display ad.

When it comes to crafting the copy, clarity is key. Make sure the message is easy to understand and on point. Keep it short and snappy, and focus on your product or service's benefits. Writing the copy in an active voice is also a good idea, as this engages the reader more effectively.

Adding a call-to-action to the copy is also a great way of increasing conversions. For example, asking readers to take action like "buy now" or "click here" can be incredibly effective. Be sure to include a clear, concise call-to-action that resonates with potential customers.

Overall, the copy of a display ad should be clear and direct. It should have a strong message and a call-to-action that will compel the reader to take action. When crafting your display ad's copy, make sure to keep it simple, concise, and effective to ensure maximum conversions.

4. Relevant Visuals

When constructing a display ad, visuals play a key role in capturing viewers' attention. The visuals must be relevant to the message of your ad, as well as to your business. If you want to get business leads online, creating visuals that appeal to your target audience and effectively convey your message to them is crucial. According to research from Hubspot, 85% of consumers say that the visual is the most important factor when purchasing a product. Creating high-quality visuals that resonate with your target audience can increase your chances of generating leads and growing your business.

When selecting visuals for your ad, use high-quality images or videos. The visuals should be clear and easily distinguishable. A blurry background or an over-cluttered image can be distracting and could lead to a lower click-through rate. Additionally, make sure the visuals reflect the tone of your ad and the message you are trying to send. For example, if you are targeting a more formal demographic, you should not use overly-stylized visuals.

Furthermore, it is important to incorporate engaging visuals that help build your brand. Visual storytelling allows you to create a narrative around your business that resonates with viewers. You can also use visuals to highlight the features and benefits of your product or service. Additionally, using a visual that is part of a company's branding can help build viewers' recognition and encourage further engagement.

5. Strategic Call to Action

Every display ad must include a strategic call to action that encourages viewers to take the desired action. The call to action should be clearly stated and include incentives for the viewer. The call to action should also be prominently visible, so viewers won't have to search for it.

When writing the call to action, it's essential to consider the viewer's needs and interests. Is the viewer looking for more information? Is the viewer looking to purchase a particular item? The call to action should be tailored to the viewer's needs and address potential obstacles. For example, if the viewer hesitates to purchase a specific item, the call to action could include an incentive such as free shipping or a discounted price.

It's also essential to keep the call to action concise and clear. The call to action should not contain too much information that would confuse or overwhelm the viewer. A simple, straightforward call to action has a higher chance of success than a complex one.

Finally, the call to action should be visually appealing and attention-grabbing. The use of bold colors, attractive fonts, and interesting layouts can draw the viewer's attention and encourage them to take the desired action.

Conclusion

In conclusion, creating a successful display ad requires careful consideration of five main aspects: eye-catching design, a compelling headline, clear and concise copy, relevant visuals, and a strategic call to action. By paying attention to these key elements, you will be able to maximize the chances of your display ad performing well with targeted audiences. Remember, the goal of a display ad is to draw attention and promote leads and conversions, so it is essential to focus on the factors that will best achieve this. With the right level of planning and execution, you can create a display ad that will achieve your desired goals.