If you’ve run prospecting banner ads on Google Display Network or a similar network, you know they sometimes can feel like a shot in the dark. They don’t have the ad copy and social proof that accompanies social ads, nor the user intent of a keyword search that triggers a paid search ad. Even if you’ve got the audience targeting down pat (we recommend testing custom intent audiences) it can be hard to know for sure if your messaging is resonating with your audiences.
So, knowing that your prospecting audience has likely never heard of your brand before, how do you fit everything you want to say in a banner ad?
The best place to start is highlighting the unique selling proposition (USP) of your product. And one easy and visually appealing way to do that is by featuring trust symbols in your ad.
A trust symbol is just what it sounds like—something that increases your brand’s credibility and user trust. Think of the Better Business Bureau seal on a website, the “As Seen on TV” stamp on that funny product you picked up at the drugstore, or the “Voted Best Restaurant” sign in your favorite downtown Thai place.
The best trust symbol for your ads is something that’s recognizable and important to your consumer. For a lifestyle brand, that may be a Benefit Corporation, Fair Trade or Women-Owned certification, or something similar that will entice socially conscious consumers to click.
If you’re part of a partnership such as 1% For The Planet, including this logo on your ads is also a fantastic way to increase user trust. Including a 1% logo on banner ads for one of our clients increased the campaign’s click-through rates to 1%+ as opposed to the 0.20% - 0.40% we’d typically been seeing.
If you don’t have any trust symbols to feature (yet!), another great tactic is to feature awards received, press mention quotes or customer reviews as the ad copy in your banner ad, which will also increase trust by showing that your product has loyal fans and pleased critics.
These tactics will all go a long way to brag about your brand in a way that encourages viewers to take that coveted next step—clicking through and visiting your website.
(While you’re at it, it’s great to feature all of these trust symbols on your website as well!)
So, when in doubt with your banner ads, test the placement of a trust symbol, from a certification to a customer review. It’s the quickest way we’ve seen recently to increase the click-through rate generated from a prospecting audience.
Wondering what other creative best practices to follow or audiences to target with your banner ads? Book a free consultation with us today by emailing firstname.lastname@example.org.