Creative Checklist for Designer & Marketer


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How to design a effective banner?

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Creative Checklist for Designer & Marketer

  1. 1. Display Creative Checklist Building Direct Response Ads If you’re designing display ads and have direct response goals, your ads need to catch the user’s eye, convey key information, and encourage them to click and explore your website. To get you started, we’ve put together the Top 10 tips learned through the “Users should collective experience of hundreds of Google AdWords account teams. These 10 tips feel as though will help drive effective direct response marketing campaigns.they are missing 1. Call-to-Action out on A call-to-action phrase or button encourages something by users to click on your ad and clearly lets them not clicking.” know what is coming next. While direct call-to- actions such as “Buy Now!“ may be common, they can also be too insistent. Using indirect call-to-actions like “Explore Now“ or short phrases such as “Travel Your Dream“ help encourage action without demanding a REMEMBER! Test several different calls- strong commitment. to-action to learn which perform best for you. 2. Call-to-Action in Every Frame Include a call-to-action & key message in every frame of your ad – especially the final frame. This ensures that you get across these two very important points no matter when the users attention is drawn to your ad. When your animation stops, your ad will continue to compel action from users. 3. Company or Brand logo Keep your brand or product logo in front of users in all frames. This will highlight your brand and can heighten credibility and increase your click-through rate. If this isn’t possible, include your logo in the final frame of animated ads to ensure your brand shows after animation has ended. © Copyright 2011. Google is a trademark of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated.
  2. 2. 4. Pricing and PromotionThe more information on pricing that a user cangain from your display ad, the better. Considerproviding promotional pricing to the audiencesyour ad is reaching. Discount offers supported bydiscount codes can help attract attention.If users don’t like the price or terms of your offer,they won’t click on your ad. Pre-qualifying userscan save you the cost of that click. REMEMBER! Convey clear pricing and promotion information to create a positive user experience.5. Clear Value PropositionInclude a clear, compelling message highlighting thebenefit of your product or service. If your ad isanimated, consider presenting a value propositionin each frame.Users should feel as though they are missing out onsomething by not clicking.6. Sense of UrgencyCreate a sense of urgency in your ad. Referring todeadlines or limits in quantity and availability canpersuade users to give your message considerationright away.REMEMBER! Ads showing misleading countdown timers or timelimits can be quickly recognized and dismissed by users. Theymay also negatively impact brand image.7. Coordinate Colors & ImagesCustomize the color scheme of your ad to matchyour image or logo, and use easy-to-view colors forbackgrounds and fonts. Extremely bright colors canbe unpleasant and difficult to read.Using transparent PNG-format images can greatlyimprove aesthetics within your ad. © Copyright 2011. Google is a trademark of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated.
  3. 3. 8. Balance Text & ImagesTake advantage of both text and images to conveyyour message. Text and images are processed bydifferent parts of the brain. Integrating both intoyour ad – harmoniously – can help you influenceviewers cognitively and emotionally.Complementary text and images may help viewersremember your ad long after they have seen it.REMEMBER! One high-quality image may be more effectivethan several less relevant images.9. Relevant Landing PageDirect users to the most relevant landing page where the product or service isdescribed in detail. The message on the page should match the message orpromotion in your ad.This can have a positive impact on your users, conversion rate, and quality score.Remember to match the look & feel of your ad to the landing page.Display ad Landing Page10. Cast a Wide Net REMEMBER! Include text ads that complement your display ads for more complete coverage.Create your ad in every standard size or format Some valuable sites accept only text ensure that it reaches all of the highestperforming corners of the Google Display Google Display Ad VolumeNetwork.Some sites only accommodate specific formatsand ad sizes. A full suite of ad sizes will improveyour ad’s chances of appearing on those sites.We would love to hear your feedback!Let us know if this presentation was helpful and how it could be improved. Email usat © Copyright 2011. Google is a trademark of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated.