Creating lead-generation display ads is a smart strategy for marketers to drive people to a website and begin the sales funnel with a branded experience. While some marketers are pushing into video and native advertising, there are many benefits to creating traditional display ads that pop up on websites or appear as sponsored posts on social media. Creating these ads doesn’t have to be difficult, but it does require some strategic thinking about the audience and what makes the best visual impression. Read on for our expert advice on how you can create the best lead generation ads.
Why Display Ads Are Still a Great Lead Gen Tool
There are a couple of key reasons why display ads have stayed a top choice for lead generation.
They’re less expensive: With social ads, video, and even native advertising becoming increasingly costly, display ads are a great option for managing costs.
They’re quick to set up: If you already have a robust display ad campaign running, you can quickly add a new ad to that campaign.
They’re data-driven: Display ads are extremely data-driven, making them ideal for A/B testing.
They’re flexible: While video and native ads can be incredibly effective, they’re also limited in how they can be creatively presented. With display ads, you can be as creative as you want to be.
They drive brand awareness: While social and video ads are great at driving traffic, they’re not as effective at driving brand awareness. Display ads are a great way to get your company and products in front of new people who may not be on your social media but still visit websites.
They can be highly targeted: Display ads can be very targeted depending on your creative and audience targeting.
Choose the right image size
The first step in creating a lead generation display ad is to choose the right image size. This will depend on the website where you’re placing the ad. Every website has different dimensions and specifications for image size, so it’s important to check what’s required before you create your ads.
Generally, most ad networks have a maximum image size of around 970px x 630px. You should adjust your image to be smaller if you want your advertisement to be visually appealing and take up less space. If you want your ad to be larger and more eye-catching, then increase the size so that it can fit into the space without being cropped.
Select ad copy and colors
Even though you’re selecting images, you can’t forget about the text in your image. The right choice of ad copy and colors can make your ad more eye-catching and enticing. When it comes to lead generation, it’s important to make the ad copy as descriptive as possible. Consider what your ideal client could be interested in and what problems they hope to be solved. For color, you’ll want to select a palette that complements the image and draws attention to the ad. The color palette you select should also align with your brand’s personality so that the ad looks consistent with your other marketing. You can use tools like Adobe Color or Adobe Color to choose a color palette.
Use High-Quality Images
When it comes to lead generation, you need to make sure your ads stand out from the crowd. Using high-quality photos is one of the most efficient methods to accomplish it. Of course, you don’t want to break the bank by purchasing gorgeous images, but you should aim to source images that are higher quality than what you’d use on a social media post. If you’re using stock images, make sure you’re selecting images that align with your brand. You don’t have to go with a generic image that could be used by any company; instead, you can find a high-quality image that depicts your company or product in a unique way. You can also try out a visual content marketplace like Unsplash, which offers high-quality images under a Creative Commons license.
Show Off Your Brand’s Personality
The visual that you choose to display in your ad should reflect your brand’s personality. If you’re creating an ad for a trip to Bali, for example, you might want to select an image of a tourist in Bali holding a drink, enjoying the view, or shopping in a local market. This image should be colorful and vibrant and convey the excitement of traveling to Bali. If you want to truly show off your brand personality, consider creating your own vision that isn’t tied to a particular stock image. This can be a lot of work, though, so make sure you have ample time to create the visual.
Don’t Forget The Call To Action
When creating a lead generation ad, don’t forget the call to action (CTA). What action do you want your audience to take? Do you want them to sign up for a free trial, download a whitepaper, or visit your website for more information? Make sure to include whatever action you want your readers to perform in the advertisement. Including a button overlay to your image is a fantastic method to integrate a CTA.
This way, the image continues to be colorful and eye-catching, but the CTA is clear and prominent. A button overlay is particularly helpful in situations where the image isn’t directly related to the CTA. For instance, you might use an image of your business or product if you want visitors to visit your website. But if you want them to download a whitepaper, there’s no obvious CTA in that image. By adding a button overlay, you can make the image more relevant.
Decide on a visual theme
When you’re creating your lead generation ads, it’s helpful to have a visual theme in mind. This will help you select the images and colors that you want to use. It’s important that the theme you select is consistent with your brand, but it doesn’t have to be overly obvious. For example, if you’re selling yoga mats, you might want to select images of people doing yoga. This visual theme gives a sense of what your company is all about without you having to spell it out. Choosing a theme will also help you select the copy that you want to include in your ads, as well as the call to action. For example, if your visual theme is yoga, you might want to say something like, “Reduce stress with our yoga mats!” This is consistent with the theme, but it doesn’t specifically say that you’re selling yoga mats.
Add A Video Overlay
Depending on the type of product or service that you’re advertising, a video overlay may be a better option than a button overlay. In this case, you’ll want to use a video that is related to the product you’re advertising but doesn’t give away the details. This way, your target audience will want to click on the ad to watch the video and learn more. If you use a video overlay, you don’t have to include a CTA in the image, but you should make sure that the video ends with a clear call to action. When adding a video overlay to your lead generation ad, make sure that it’s high-quality. This isn’t the time to skimp on production costs since the video will be the first thing that your audience sees. You want it to be clear, interesting, and convey the message that you want.
Conclusion
When it comes to lead generation, the most important thing is to make sure the visual of your ad is eye-catching. If your ad is colorful and interesting enough, then people will click on it just to see what it is. If your ad is plain and boring, then it’s unlikely that anyone will click on it. These are some of the most important factors when it comes to lead generation ads. Getting them right can make or break your ad campaign. Visit SYP.net to learn how to boost sales and drive traffic to your website using display ads for lead generation.