Display ads are a powerful way to grab attention, boost brand visibility, and drive conversions. However, not all campaigns hit the mark, and some missteps can lead to wasted budgets and lacklustre results. Whether you’re new to display advertising or looking to improve your current strategy, this guide will walk you through the most common mistakes advertisers make and how to avoid them. Ready to dive in?
1. Skipping a Display Ad Network
One of the biggest mistakes advertisers make is bypassing a display ad network. The best display ad networks for advertisers connect your ads to a vast audience across multiple websites, ensuring your campaign gets maximum reach. By not using one, you could be limiting your audience significantly. Instead, think about the potential of leveraging a network that aligns with your target market. This doesn’t mean you should jump in without a plan—be strategic. Set clear goals, define your audience, and choose placements carefully.
2. Forgetting About Targeting
Who is your ideal customer? If you can’t answer that, it’s time to step back. Poor targeting is a common issue with display ads. Without precise targeting, your ads can end up in front of people who have zero interest in your product or service. Worse, you might annoy those who see irrelevant ads repeatedly. Make sure to define your audience by considering factors like demographics, location, behaviour, and interests. The more specific, the better!
3. Relying on a Single Ad Format
When you think of display ads, do you picture static banners? If so, it’s time to expand your horizons. Sticking to just one format can make your campaign feel stale and predictable. Display ads offer a variety of options, including animated ads, videos, carousel formats, and interactive designs. Mixing it up keeps your audience engaged and increases the chances they’ll take notice. Experiment with different formats to see what resonates with your audience.
4. Ignoring Mobile-Friendly Design
In today’s ad landscape, mobile can’t be an afterthought. A poorly optimised ad that doesn’t display well on mobile devices could cost you clicks and conversions. Think about how many people browse on their phones—if your ads don’t load quickly or appear clunky, you’re wasting valuable opportunities. Design with mobile in mind, ensuring images and text are clear, buttons are easy to click, and loading times are fast. This is non-negotiable if you want your campaign to perform.
5. Failing to Use Eye-Catching Visuals
First impressions matter, and in the world of display ads, visuals are everything. Using low-quality images, uninspiring designs, or text-heavy ads can lead to users scrolling past without a second thought. Instead, invest in high-quality graphics that stand out. Choose bold colours, clean layouts, and imagery that aligns with your brand’s identity. Remember, your ad needs to catch attention in just a split second, so make those visuals count.
6. Not A/B Testing
Let’s face it: no one gets it right on the first try. That’s why A/B testing is crucial. Many advertisers skip this step, assuming their first version is good enough. But how do you know what works best without comparing? Test different headlines, images, calls-to-action (CTAs), and even formats. Then, analyse the results to optimise your campaigns. It’s all about finding that sweet spot where your audience responds positively.
7. Neglecting the Landing Page
Your ad might be brilliant, but where does it lead? Sending users to a generic homepage or poorly designed landing page is a rookie mistake. If your landing page doesn’t match the message or offer in your ad, you risk confusing visitors and losing them. Ensure your landing page is relevant, visually appealing, and easy to navigate. Keep the messaging consistent and make the next step (like signing up or making a purchase) clear and straightforward.
8. Forgetting to Monitor and Optimise
Once your ad is live, the work isn’t over. Some advertisers fall into the trap of setting and forgetting their campaigns. Big mistake! Monitoring performance is critical to ensure you’re getting the most out of your budget. Regularly check metrics like click-through rates (CTR), impressions, and conversions. If something isn’t working, tweak it. Maybe your headline isn’t grabbing attention, or your targeting needs adjustment. The key is staying proactive.
Final Thoughts: Build Smarter Campaigns
Running display ads can feel overwhelming, but avoiding these common mistakes puts you ahead of the curve. Focus on strong targeting, creative visuals, and continuous optimisation to ensure your ads perform their best. Each step you take to refine your approach is a step toward better engagement, higher conversions, and a more effective advertising strategy.
Mark Thompson, a seasoned pest controller, is renowned for his expertise in keeping homes and businesses free from unwanted intruders. With a passion for environmental sustainability and a deep understanding of pest behavior, Mark has become a trusted authority in the industry.