Getting More Clicks: Retargeting and Display Ad Best Practices

How to Boost Clicks with Display Ad Retargeting

Display retargeting is a powerful tool in digital marketing 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 will go up. And, more often than not, they do.

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

This advertising method — also known as remarketing — allows you to quickly reconnect with potential customers.

Simply turning on retargeting won't guarantee that your campaigns will start collecting 4X clicks. But the advice in this article will help you create effective display ads and give you a great chance to achieve that. We'll also dive into the best practices for running effective retargeting campaigns and improving key performance metrics like click-through rate (CTR), cost per acquisition (CPA), and overall ad spend efficiency.

Best Practices for Retargeting Campaigns

Effective retargeting campaigns require strategic planning and execution. To maximize your return on investment (ROI) and drive better conversion rates, follow these best practices.

Communicate Your Value Proposition Visually

Your value proposition is the core message that tells users why they should care about your product or service. Use this in the body of your display banner text. The purpose of retargeting is to remind users of your previous messaging, so your ads must resonate with their needs, concerns, and desires.

• Use attention-grabbing visuals. Start with imagery that is relevant to the user’s interests or previous interactions with your brand. If they viewed a specific product, show them that product again with compelling images and descriptions.
• Highlight key benefits. Be specific about what makes your product or service superior. Ask yourself, how is your product or service better, cheaper, or easier? Are you offering 30% off or free shipping? Use short, impactful text (3–5 lines) that clearly communicates these benefits.
• Match ad content with user behavior. Leverage behavioral data to personalize your message. If a user shows interest in a certain category (e.g., "sports shoes"), serve ads featuring those exact items or related products.

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, we'll be able to re-deliver 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 Call-to-Action (CTA)

The CTA is one of the most critical elements of any ad, and this is especially true for retargeting ads. A clear, compelling CTA directly influences user engagement and ultimately conversion rates.

• Be specific and action-oriented. Phrases like “Get 20% Off Now,” “Buy Now,” or “Limited Time Offer” are powerful because they are direct and actionable.
• Use contrasting colors. You want people to click on your CTA, so make it stand out with bold fonts and contrasting colors. A button with strong visual appeal can significantly increase the likelihood of a click.
• Place the CTA strategically. The CTA should be positioned where users’ eyes are most likely to go. Place it near the bottom of the ad, beneath the value proposition, so it flows naturally for the user. It should also be easily accessible for users across different devices — especially mobile.

Studies show that ads with a clear CTA tend to have click-through-rates 3x greater than those without one.

Install Urgency

Urgency is a psychological trigger that can propel users into immediate action. When website visitors perceive that an opportunity will soon be unavailable, they are more likely to click through your ad and make a purchase.

• Create limited-time offers. Phrases like “24-hour flash sale” or “Last chance for 50% off” encourage users to take action before the deal expires. Use phrases that emphasize the benefit of acting quickly, such as "Act Fast" or "Don’t Miss Out."
• Use countdown timers. Incorporate visual countdowns in your ads that count down to the end of a promotion.
• Exclusive deals for retargeted visitors. Offer a special discount for users who have already visited your site. For instance, a retargeting ad might offer “an additional 10% off for returning customers.” This reinforces their previous interest and incentivizes them to complete the transaction.

Urgency works particularly well in display retargeting strategies by compelling users to act before they forget about the brand or lose interest.

Use the Right Ad Format and Design

Ad formats and designs directly impact ad placement and the overall effectiveness of the campaign. Different sizes work better on different platforms, and choosing the right one increases the likelihood of your ads being viewed and clicked on.

• Use a variety of ad formats. We actually have a tool that automatically resizes your banners for you. But it's always worth a reminder 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 ad impressions. If you can only upload one banner, make it this one. It provides great visibility on both desktop and mobile.
  • 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. To get the 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.
• Include your logo. Not to state the obvious, but the whole goal of advertising is to raise your brand awareness. That means displaying your logo prominently, along with any other major branding assets for your business.
• Choose your fonts carefully. When selecting your font, keep these things in mind: readability, contrast, and alignment with branding. Don't use hard-to-read fonts. Font colors should contrast well with the background. Make it pop. White and yellow are great for that. More distinctive fonts or sizes are nice for headers and descriptions. Stay away from cursive, extremely thin or small fonts, or using all uppercase copy. And, whatever you do, don't use comic sans.
• Keep your designs simple and consistent. You don’t need to have fancy designs to make a big impact. Like your choice of imagery, your designs should add and not take away from the ad experience. Try to keep your display ads consistent with the designs of your other marketing collateral. 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. Visual clutter will just muddle your marketing.

It’s crucial to test different formats to understand where your target audience engages the most and adjust accordingly.

Track Performance and Optimize Your Campaigns

Advertising campaign optimization is an ongoing process. Using data analytics and analytics tools enables you to monitor campaign performance and refine your strategies in real time.

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: https://www.audiogo.com/tracking-url-builder. In addition, use retargeting pixels to track users who have interacted with your ads and target them again.

It also will help to measure the following metrics:

• Ad impressions. Track how often your ads are being displayed and seen by users. High impressions indicate that your ads are reaching a broad audience, but keep an eye on ad fatigue — too many impressions can lead to diminishing returns.
• Click-through rate (CTR). This measures the percentage of people who click on your ad after seeing it. A high CTR suggests that your creative is resonating with users, while a low CTR might require a creative refresh or better audience targeting.
• Conversion rate. Ultimately, the goal of any retargeting campaign is to convert. Track how many of those who clicked on your ad went on to make a purchase or take the desired action (like filling out a form or signing up for a newsletter).
• Use A/B testing. Experiment with different versions of your ads and landing pages. Test elements like copy, imagery, CTA buttons, and even color schemes. This will allow you to fine-tune your campaigns for maximum efficiency.
• Real-time bidding (RTB). Use real-time bidding to bid for programmatic advertising inventory in real-time, optimizing your ad spend for the most valuable impressions.
• Frequency capping. Limit the number of times an individual sees your ad within a certain timeframe to prevent ad fatigue. This helps avoid overexposure and keeps the campaign fresh.

By closely monitoring user engagement, cost per acquisition (CPA), and ad placement, you can continuously adjust your budget allocation and ad creatives to optimize campaign performance.

Use Canva if 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. 

Choose from thousands of ad templates in an easy drag-and-drop interface that lets anyone — and we mean anyone — create professional-quality banner ads in minutes. No design experience required.

The Future of Retargeting

AudioGO is using technology, experience and creativity to reshape retargeting strategies. We can equip your small business with big-league tools. Advanced segmentation and dynamic creative optimization help advertisers to deliver more personalized and effective ads at scale. Retargeting with digital audio ads can help you meet people all along the customer journey to turn them from lookers to buyers to advocates.

And if you're careful to take the advice we've 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.