Customizing the look and feel of ad creative and why it’s important
When you run a retargeting campaign, it’s very important that your ads look a lot like your website. This includes your logo, the colors used, the add to cart button, etc.
The closer the look and feel of your ads is to your main website, the easier it will be for your past visitors to notice your ads when browsing the Internet. This will raise your CTR and lower your cost per click and the cost of conversion. Therefore, you should never leave the default banner design when launching a dynamic retargeting campaign through Rontar or any other ad network.
Setting up the look and feel
When making a purchase on a website, the visitor doesn’t only remember the name of the store and the products they looked at. They also remember the colors and style that are associated with that store.
Now imagine that the visitor leaves without buying anything. After that they go to another site and see your banner:
This is an example of a default template on the Rontar retargeting platform. What is the probability that among all the content of the site where the visitor is now, they will be able to notice the banner and recognize in a split second that this is your store’s banner? The situation is also compounded by the fact that banners from hundreds of advertisers may look exactly the same, since not all will customize the appearance of their ads.
However, with just a few minutes of your time, your banner could look like this:
In this case, exactly the same colors are used as on the site of the store itself. After visiting your store and then seeing your banner a few days later, the visitor is more likely to notice it and click on the ad. This is confirmed by our tests, where the CTR of this type of banner is 50-70% higher than that of a banner without branding. And the higher the CTR, the lower the cost per click and conversion.
All the necessary changes can be made on the Settings page in Rontar:
Call to action
I’m sure by now you already know that it doesn’t matter whether you’re writing an email, talking to a potential client over the phone, or creating promotional materials, there must always be a call to action.
However, you can go a step further. For example, imagine this is the product page on your site:
It makes sense to use the exact same CTA button style in your dynamic banner. And you might want to change that rather insistent “Add to Cart” text to a softer “Shop Now.” Then your banner might look like this:
This will add a few more points to your ad’s CTR.
Also, all banners generated in Rontar come with animation:
In conclusion
When launching a retargeting campaign, always customize the look of your advertising banner so that it is as similar as possible to your site. This will help visitors who have previously been on your site easily recognize your ad. This will increase the CTR of your banner, and hence the effectiveness of the advertising campaign itself.
