Display Creative Best Practices

Retargeting

Determine a goal of the banner ad
Encourage users’ who have abandoned your site to re-engage and convert.

Include brand logo

State a strong Call-To-Action
Use offers such as “First time purchasers save 10%” or “Free shipping today only”.

Mirror the color scheme of your site
This person already knows your brand, but did not convert. Use repetition to remind them who you are.

Things to Avoid:

Trying to sell too much in the banner
They know who you are and they’ve been to your site. Nudge them to convert on what they walked away from, not convince them.

Placing discount codes that aren’t also displayed on your homepage.
People rarely remember these or copy them off an ad.

Prospecting

Determine a goal of the banner ad
Keep in mind, users who see these ads are likely unfamilar with your brand.

Include brand logo

State a strong Call-to-Action
Try, “Click Here” or “Learn More”.

Mirror the color scheme of your site
Design banner ads to create a more rich and dynamic extension of your site.

Things to Avoid:

Trying to sell too much in the banner
Only 1 USP in a banner ad is necessary for the target audiences.

Placing discount codes that aren’t also displayed on your homepage.
People rarely remember these or copy them off an ad.

Check to see if your video assets are high enough quality for the TV screen.