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 campaigns

1. The Psychology Behind Banner
Design
Hafez Adel, ReTargeter
Mike Colella, Adbeat

2. The Importance of Banner Ads
• Don’t underestimate the importance of
banners.
• Your display campaigns rely on well-
designed banners.

3. • Headline
• Hero Shot
• Call to Action
(CTA)
Body Copy
4 Elements for a Successful
Banner

4. AIDA Formula
• A – Attention
• I – Interest
• D – Desire
• A - Action
• Crisp Text
• Good
Contrast

5. Examples of Good Banners

6. Example of a Bad Banner

7. Lesson 2
Ad Images, Copy, Psychology

8. Interruption Marketing

9. Blend In vs. Stick Out
• Blend In • Stick Out

10. Ad Images
• “Selector”
Images
• Show Emotion

11. Ad Images
• Colors that pop
• Button Images

12. Ad Images
• Attractive Woman

13. Ad Images
• Big Images
• Eyes Looking Out at You

14. Ad Images
• Hand Written

15. TEST, TEST, TEST
2-3x increase in CTR
from images alone
Ad Images

16. Writing Banner Ad Copy
• First person… “How I lost 20lbs…”
• Benefit in headline… “How to Lose Weight”
• Avoid listing features… “6 module course…”
• Use emotionally charged words… “Humiliated,
Embarrassed”
• Use numbers…”5 Signs you need…”
• Social proof… “As seen on…, Over 50,000 customers…”
• Special characters… “fitness & health”
• You/Your copy… “Save $$$ on your telephone bill…”

17. Psychology in Ads
• Enter conversation in
the prospects mind
– Who are they?
– Why would they buy?
• Target desperate
mindset…
– “I struggled for
years…”

18. Psychology in Ads
• Congruency
– LP copy
repeats
– LP copy
follows

19. Psychology in Ads
• Fear of loss is
stronger than
desire for gain

20. Psychology in Ads
• Curiosity
• Entertainment

21. Psychology in Ads
• Common enemy… “Secrets *they* don’t
want…

22. Lesson 3
Banner Design for Retargeting Campaigns

23. What is Retargeting?

24. Traditional Ads vs. Retargeted Ads
Traditional Retargeted
First touch Middle-last touch
Introduce people to your brand Remind people about your brand
Broad Specific
Get their attention Convince people to take action
Goal: Awareness & Interest Goal: Desire & Action

25. Principle #1: Clear Branding
Leverage people’s familiarity with your brand

26. Principle #2: Rotate Creatives
Fight banner fatigue by keeping your message fresh

27. Principle #3: Align Ads w/Buyer’s
Journey
Match messaging to stage in the purchase funnel
1. First exposure
2. Post site-visit
1. Post free-trial
sign-up
UPGRADE TODAY!

28. Principle #4: Sequence Your Messages
Fight banner fatigue by keeping your message fresh

29. Principle #5: Make Your Ads Dynamic
Incorporate data to maximize your ads’ relevance
Dynamic Elements:
• Photo
• Name
• Price
• Rating
• Offers
• Related Products

30. Learn
More
support@adbeat.com
www.adbeat.com/trial
info@retargeter.com
www.retargeter.com/blog