Because display ads are advertisements rather than direct response search messages, the performance of display campaigns is more dependent on ad design than search campaigns are.
The display ad channel is fundamentally different from the search ad channel. Display ads deliver advertising messages, while search ads contain direct response marketing messages. With display advertising, we are showing ads to audiences who may have a related need or interest, but have not expressed direct search intent.
Why Display Ad Design Works Differently
Search ads are displayed on search engine result pages that the person searching has requested. Display ads are shown on websites where users are not necessarily expecting them. That is different from search ads, where the user is actively searching for what you offer.
Because of that difference, the principles for designing successful display campaign ads are different. The ad needs to earn attention, communicate quickly, and give the right audience a reason to engage.
Testing Creative Approaches for Display Campaigns
We have tested different creative approaches to invent, improve, test, and optimize display ads. Our process is based on the classic creative process, mapped into digital advertising.
Display campaign ad design should connect the offer, audience, visual message, and landing page experience. The strongest creative direction usually comes from testing ideas against real campaign data rather than relying only on design preference.
For related information, visit Blastoff Advertising’s display campaign ad development, display ad targeting planning, display campaign CRO feedback, display campaign optimization and automation, and display advertising results pages.
A quick overview of the topics covered in this article.
