Because display ads are “advertisements” versus direct response marketing, the performance of display campaigns is even more dependent upon, and sensitive to the design of the ads, as compared to search ads.
The display ad channel is fundamentally different to search ad channels. Display ads deliver advertising messages, versus search ads which contain direct response marketing messages. We’re showing display ads to audiences who likely may have a related need or interest, but haven’t expressed search intent.
Search ads are display on search engine result pages, which the person searching has requested. Display ads are shown on websites where users are not necessarily expecting them. That’s quite different from search ads where the user is searching for what you offer.
So the principles for designing successful display campaign ads are different.
We’ve tested different creative approaches to invent, improve, test, and optimize display ads. Our process is based upon the classic creative process, mapped into digital advertising.