the psychology behind banner design
Post on 21-Oct-2014
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DESCRIPTION
Any experienced display marketer can tell you the importance of strong banner design. If our banners aren't designed well, you're virtually guaranteed a failed campaign--even with powerful display tools like retargeting. In this presentation, you'll learn how: -Psychology impacts banner performance -Copy and creative design work together to make or break a campaign -Creatives should be adjusted to maximize the performance of retargeting campaignsTRANSCRIPT
Intro
The Psychology Behind Banner Design
Hafez Adel, ReTargeterMike Colella, Adbeat
The Importance of Banner Ads
Dont underestimate the importance of banners. Your display campaigns rely on well-designed banners.
Headline
Hero Shot
Call to Action (CTA)
Body Copy
4 Elements for a Successful Banner
AIDA Formula
A AttentionI InterestD DesireA - Action
Crisp TextGood Contrast
4
Examples of Good Banners
Example of a Bad Banner
Lesson 2 Ad Images, Copy, Psychology
Interruption Marketing
Blend In vs. Stick Out
Blend In
Stick Out
9
Ad Images
Selector ImagesShow Emotion
10
Ad Images
Colors that popButton Images
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Ad Images
Attractive Woman
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Ad Images
Big ImagesEyes Looking Out at You
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Ad Images
Hand Written
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TEST, TEST, TEST2-3x increase in CTR from images alone
Ad Images
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Writing Banner Ad Copy
First person How I lost 20lbsBenefit in headline How to Lose WeightAvoid listing features 6 module courseUse emotionally charged words Humiliated, EmbarrassedUse numbers5 Signs you needSocial proof As seen on, Over 50,000 customersSpecial characters fitness & healthYou/Your copy Save $$$ on your telephone bill
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Psychology in Ads
Enter conversation in the prospects mindWho are they?Why would they buy? Target desperate mindset I struggled for years
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Psychology in Ads
CongruencyLP copy repeatsLP copy follows
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Psychology in Ads
Fear of loss is stronger than desire for gain
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Psychology in Ads
CuriosityEntertainment
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Psychology in Ads
Common enemy Secrets *they* dont want
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Lesson 3 Banner Design for Retargeting Campaigns
What is Retargeting?
Traditional Ads vs. Retargeted Ads
Traditional
Retargeted
Firsttouch
Middle-lasttouch
Introduce people to your brand
Remindpeople about your brand
Broad
Specific
Get their attention
Convince people totake action
Goal: Awareness & Interest
Goal: Desire & Action
Principle #1: Clear Branding
Leverage peoples familiarity with your brand
Principle #2: Rotate Creatives
Fight banner fatigue by keeping your message fresh
Principle #3: Align Ads w/Buyers Journey
Match messaging to stage in the purchase funnel
First exposure
Post site-visit
Post free-trial sign-up
UPGRADE TODAY!
Principle #4: Sequence Your Messages
Fight banner fatigue by keeping your message fresh
Principle #5: Make Your Ads Dynamic
Incorporate data to maximize your ads relevance
Dynamic Elements:PhotoNamePriceRatingOffersRelated Products
Learn More
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