Using effective image ads to bring website traffic and leads.
Images can have powerful use in advertising to engage viewers and grab attention
When it comes to creating interest and attention, images trump text every time. As exciting as text is (ok, not really), Images have a power to portray emotion and value in ways that text simply cannot do.
For advertising online, this means that image ads have a powerful advantage in gaining Internet users’ attention, clicks, and business. Using image ads in conjunction with your Google Display Network and remarketing campaigns can produce great results for your business.
Image ads allow you to 1) Advertise on websites with dedicated image ad space, 2) create more creative, effective ads that drive traffic and leads.
Here are a few examples of image ads from companies like Snickers, Vista Print, and IBM
How does the image advertising process work?
Image ads function in similar fashion to text ads, with a few differences. Here is how it works:
- Each site or blog in the Google Display Network sets aside image ad spaces with specific size dimentions.
- You choose what sites you want to have your image ads on based on the type of sites that suit your services and target market.
- You create image ads that fit the size specifications for the ad space that you are targeting.
- You upload the ads to Google Adwords to your Display Network and remarketing campaigns.
- Google reports on ad performance, such as how many views and clicks it receives. Google also reports on how many people that clicked became leads.
How do you create effective image ads?
You should considering the following factors as you make your image ad:
1. What size image should you make? You can use the Google Display Network research tool to find out what size ad space is on the sites that you want to target. Your ad size should match the website ad space specifications.
2. What will your message be? As with any ad, you should communicate the value of your services in a meaningful, creative way. Remember, to get people browsing on websites to notice and click on your ad, it must be eye-catching and powerful.
Image ads come in a variety of standardized sizes
3. What will your headline say? The headline in your ad should gain attention and encourage viewers to continue reading.
4. What will your body text say? Keep it very short and not text heavy. The body should focus on the benefits of your services and create a desire for the person to come to your website.
5. What will your call to action be? Remember to have a clear, concise call to act. You can invite the person to download an ebook, learn about a certain topic, call you, or get a free consultation by filling out a web form. The clearer the call to action is, the more the person understands what to expect when they come to your site. The visitor will be more likely to turn into a lead as a result.
6. What page will you send them to when they click? The page that you send them to should be appropriate for their stage in the buying cycle. Remember that these people were browsing through websites and were not actively looking for your services, so they are likely in the browsing mode as they come to your site. Make sure that your landing page is soft and inviting. If the landing page is too bold it may scare off visitors.
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