Getting More Clicks: Retargeting and Display Ad Best Practices

6 min read

Display retargeting is a tool that takes the banner ads from your AudioGO campaigns and displays them on websites your listeners visit after they've heard your audio ad.

The whole idea is that if you combine the catchiness of audio ads with the pervasiveness of display ads, your engagements would inevitably go up. And, more often than not, they do.

In fact, by hitting listeners with a 1-2, cross-channel punch of audio and display ads, we've seen it even 4X the number of clicks you would otherwise get from running just audio or display ads on their own.

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Although just because you have retargeting on, it won't necessarily guarantee that your campaigns will start collecting clicks like this. But if you take some of this advice we have for creating effective display ads, there's more than a reasonable chance that you will.

Communicate your value prop, visually

Your value proposition is the part of the ad that highlights your services or product's best features. Consider this the body of your display banner's text.

It's also one of the first things most listeners will see in your ad. So, give these potential customers a reason to click. 

Ask yourself, how is your product or service better, cheaper, or easier? Are you offering 30% off or free shipping?

Describe your biggest benefits in a minimal amount of text. Any more than 4 or 5 lines is too long. And don't worry about it being too short as well, your audio ad will do most of the selling for you anyways.

Remember, retargeting is all about reminding listeners about the audio ad they just heard with the display ad that goes with it later.

Which is helpful, because audio ads can often reach listeners while they're doing stuff with something in their hands - like a steering wheel as they drive, or a ladle as they cook, or the barbell that they're lifting, etc. 

But with retargeting on, we'll be able to redeliver your message again as your listeners are browsing the web. That way they can be in a better position to actually click and respond to your ad's call to action.

Nail the CTA

The CTA (call-to-action) is the button part of your ad. It normally says something along the lines of 'learn more' or 'buy now' or whatever phrase that prompts a click.

Just make sure to choose your words carefully. Be direct in telling want you want your audience to do. Use bold fonts for your CTA to draw the eye. Then put it under the value prop in the bottom half of your banner to draw in the viewer.

Ads with CTA's usually see click-through-rates 3x greater than those without one.

Install Urgency

The best display banners entice people to take action right away.

This can be done in all sorts of ways, but the most obvious ones are to use copy that promotes a limited offer, an end date, an exclusive deal, etc. 

Remember to use the right format

We actually have a tool that automatically resizes your banners for you. But it's always worth reminding that we support the following sizes and formats:

  • Rectangle banner (300 x 250): called the 'medium rectangle,' this is one of the most popular banner sizes and the one that will likely get you the most impressions. If you can only upload one banner, make it this one.

  • Square banner (500 x 500): this size is more common on mobile devices. If you don't upload a square banner, some players will default to the rectangle format, but for best mobile coverage we recommend uploading both. 

  • Vertical banner (300 x 600): this is the type of ad you'll see displayed on the side of some web or desktop-based players. 

For each banner type, you can upload them as JPEG, PNG, or GIF files. We also strongly advise that you upload one in each suggested size, that way they'll appear across most desktop, tablet, and mobile devices.

Set up a landing page and tracking link

If you're going to target very specific audiences with your audio ad, then you should consider sending them to a specific landing page with messaging that's specific to them.

Of course, you'll want to include your logo, your value prop and a button with your call to action there as well.

Be sure to also include custom tracking URLs for added visibility on Google Analytics or whatever CRM you use. In case you need some help creating one, we made our very own tracking link builder that you can access on the website:

Use evocative imagery

Get attention. Interesting images and bold colors can attract even the most distracted gazes.

Just make sure, though, that whatever image or graphics you do end up going with is adding, and not taking away, from the overall ad experience.

Include your logo

Not to state the obvious, but the whole goal of advertising is to raise your brand awareness.

That means having your logo prominently displayed with any other major branding assets for your business.

Choose your fonts carefully

Don't use hard-to-read fonts. Font colors should also contrast well with the background. Make it pop. White and yellow is great for that.

Stay away from cursive, extremely thin or small fonts, or all uppercase copy. More distinctive fonts or sizes are nice for headers and descriptions. 

And, whatever you do, don't use comic sans.

Keep your design simple

Yes, you're trying to get people's attention with your display banners. But no, you don’t need to have super fancy designs to make a big impact.

K-I-S-S, as we like to say: keep it short and simple. Communicate the core of your brand's message in a way that's clear and concise.

Like your choice of imagery, your designs should add and not take away from the ad experience. Any visual clutter will just muddle your marketing.

Keep your designs consistent

When your designs are constantly changing from one medium to another, you’ll have a hard time cultivating awareness and loyalty. So we recommend that you try to keep your display ads consistent with the designs of your other marketing collateral.  

Your displays should also match your landing page in terms of color and fonts. A smooth transition from ad to landing page will increase trust and user experience.

Use Canva, should you need help with your designs

Thanks to our integration with Canva, a leading graphic design platform, we also made it easy to create your own banner ads right from the AudioGO app. 

There you can find thousands of ad templates to choose from in an easy drag-and-drop interface that lets anyone - and we mean anyone - create their own professional-quality banner ads in minutes. No design experience required.

And if you're careful to take the advice we've already shared in this post, we're confident you'll be able to create some displays that will get your retargeting campaigns a whole lot of clicks. 

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