Display Advertising - Performance Tips

Honestly, there are no foolproof techniques that can make your display ad hundred percent successful. However, if you follow the improvement tips discussed in this chapter, then it will definitely help you to improve the effectiveness of your display ad.

Improve the Effectiveness of Your Display Ad

Here is a list of some of the tips that you can practice to improve the performance of your Display Ad −

• Publish your ad on ONLY relevant websites.

• Use attractive, but balanced design that should perfectly match with content and size of banner.

• Use less content.

• Say directly, but in convincing way.

• Use standard format. If you have more contents and large image, preferably use 720X300 (pop under format). 300X250 (medium rectangle) and 336X280 (large rectangle) are the standard size. However, you can opt banner size based upon the content and type of ad.

• Track the display ad performance and update your ad accordingly.

• Design your ad banner as per the place where you want to publish. In other words, size of ad banner must fit into the place where it is going to publish. For example, if you want to publish your ad on the bottom of a website, then you should design bigger banner, if you want to publish either right or left panel, then choose 160X600 (skyscraper) size and so on (all the sizes discussed here are illustrated in the chapter of Size).

• Do not use intrusive types of display ad including pop up display ad. It is not at all beneficial.

• Choose the publisher carefully. Do not choose any such kind of website, which is either not relevant or if relevant, then it has no traffic.

• Review properly the publisher who offers to display your ad (for) free.

• Monitor the results of your advertising strategy and refine your strategy to better reach your target audience.