What key elements make a successful retargeting (or remarketing) display ad? How can we as designers incorporate them? Read on for retargeting ad recommendations from a design perspective.
Know Your Audience
With any advertising, it is essential to know the target audience. In this particular example we will be retargeting to an audience. This means that users seeing your ads on websites are already familiar with the brand and have been to the brand’s website. Push the selling point of the product or service rather than the brand because the audience already knows the company.
Branding Doesn’t Always Come First
The brand’s logo or mark should be somewhere on the ad. Since this a retargeting ad, the logo should not be the most prominent element because the audience is familiar with the brand. Elements such as typeface, color, and imagery can achieve the effect of the overall brand. In our example, the logo is isolated from the content to give it some importance, but it does not overpower the call to action.
What About Content?
A strong headline captures attention and entices the audience. It should be fairly short, around 3-6 words. It should also tie in with the product in some way. Our headline quickly grabs the attention of the audience and uses alliteration to pull together Labor Day and Luxury. An optional supporting sentence can also help get the point across. This should be around 4-10 words. We’ve used a caption to briefly explain the deal.
Imagery and Visual Elements
Imagery varies depending on the product and the size of the ad. In some cases photos work better than illustration, or vice versa – or a combination of both. It should relate to the product and brand, attract attention, but not overpower the call to action. The photo of the hotel room is inviting and hints at the product. The use of the stars relates back to the logo and also hints to Labor Day. The color palette relates to the brand and photo.
The Call to Action
This is arguably the most important element to a display ad. The goal is to get the user to interact with the ad – to convert and drive traffic to the brand’s website. To achieve that, the user must click on the ad, so the copy should be some sort of action to get the user to click. A call to action could be a button or a link with an arrow – either way it should look “clickable.” Some copy examples are “Learn more,” “Get Started,” “Shop now,” “Sign up now,” “Check it out,” etc. It can be more conversational or formal, depending on your brand.
Incorporating these five elements should make for some great display ads, and your marketing team will thank you for your role in a successful campaign that drives conversions and traffic to the website.