Display advertising is a great way for charities to raise awareness and drive donations. They’re easily targeted, easily measured and can be really effective at driving traffic and conversions. Here are some design tips and best practices to create more engaging and effective display ads.
You have few seconds to get your message across so design is important. Keep your ads simple and uncluttered. Use images or illustrations to both draw the eye and clearly represent the subject matter. While your ads should be cohesive with your charity’s branding and landing pages, consider how colour can be used to your advantage.
Display advertising needs to be quick to read and easy to understand. Whether you’re writing for branding, acquisition or running an emergency appeal, use appropriate language for the purpose of the ad. Be brief, but remain informative and emotive. Choose a clear typography and keep text to a minimum. Use different text sizes to emphasis hierarchy between your headlines and supporting copy.
Call To Action (CTA)
As always, your call to action needs to be clear and concise. Limit it to a few words and house it in a button to make it stand out. CTA buttons can increase clicks by 45%. Quick, direct phrases such as “donate”, “take action” or “give now” work best.
Use animation to create movement and produce more engaging display ads. While each frame should stand on its own, pay attention to your first and last frames. We remember what we see first and what we see last. Develop your proposition from frame 1 and make sure the last frame features your CTA. As we’ve mentioned a few times already, attention is key. Your ads should resolve to your CTA quickly. The IAB recommends that display ads run for less than 15 seconds.
Size is important. Rather than wasting time creating numerous ads for every possible dimension, here are the most effective sizes according to Google Adsense:
Your Display Advertising
We’ve produced display ads for a host of charities including Amnesty International UK, Care, Medical Aid for Palestinians and World Vision UK.
Get in touch if you’d like our help designing and building display ads to raise awareness and drive acquisition and increase donations for your charity.