Ad serving tips for more advertising conversionsThe ultimate goal of every advertiser for their ads is to have many conversions. An advertising conversion is defined as a valuable action performed by the ad viewers. It could be signing up for the newsletter or making a purchase on the landing page. The ad is basically the first impression and therefore, it is very important to be able to convey enough information and offer enough incentive for the viewers to click on it to find out more about the advertised product or service. Making ad creatives is not hard but making effective ad creatives requires perfecting a lot of elements like visual design, ad copy, audience targeting, publisher selection, etc.
Target the right audienceUnderstand your target audience and put yourself into their shoes to understand what they would do when searching for the product or service that you are selling. Figure out the keywords that they would enter into the search box. Determine when is the best time to serve your ads. For example, ads that target businesses are more effective during working hours than at nights and weekends. Evaluate key competitors and alternatives. Create a value proposition that stands out from these competing offers. Basically, you should follow the same paths as your audience and see when and where you should display your ads, what keywords and graphics that you should include in your ads to make it attractive and persuasive.
Use the right wordsThere is not a lot of space within an ad and not a lot of time for viewers to look at it so make those words count. Use a simple and active verb in your call-to-action to encourage the desirable action. Often, that would be clicking on the ad to the landing page where you have more screen space to pitch to the potential customers. Do not use fancy words or phrases. Keep it simple and easy to understand for everyone. For example, if the ad is about a travel deal, your call-to-action verb should be “book”, like in “Book your trip today.” Similarly, if the ad is about a game app, the chosen verb should be “play” because it is simple and closely associated with the target activity. Basically, whatever comes to your mind first.
Make a convincing landing pageThe landing page is your second impression after the ad but it is your primary way to convert a potential customer to become an actual customer. If your landing page is too generic, too long or too confusing, they will simply close it and you lose your precious chance to generate a conversion. Because you have more space on a landing page than on the ad, you can include more text and graphics to make a case for your product or service. Think about your audience, their problem and what they look for in a solution. Address those items directly and offer an incentive for them to make a decision to buy your product or service.
Design for multiple devicesDo not assume everyone uses the same device that you use and sees the same thing that you see. Your ad should be designed to be responsive to its ad placement. This means it should automatically resize depending on the device’s screen size. Test your ad serving on mobile devices first, then on tablets, laptops and desktops.
Test and monitor your adsThere is no single strategy that works across all scenarios. Therefore, you must monitor, test and make adjustments to the ads frequently to increase the conversion rates. Take advantage of the ad optimization features in your ad server like A/B testing, frequency capping, delivery schedule to maximize the number of conversions and minimize waste impressions.
Posted in AdServer for Ad Agency AdServer for Advertiser Ad Design Ad Strategies by John Z September 29, 2021
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