It starts with the creative: The Top 5 mistakes in display ad design
PG's Digital Strategist has helped hundreds of clients with the most common question I get: “What should I put in my banner ad?”
Since I started at Premier Guitar almost 10 years ago, I’ve implemented and analyzed over 10k campaigns with creative sets ranging from static banner ads to multi-platform, rich media. Over the years, I’ve been able to develop a data-driven understanding of what makes a good piece of creative and I’ve helped hundreds of clients with the most common question I get: “What should I put in my banner ad?”
Good creative tells YOUR story and highlights your products, so the “best” way is unique to each brand and product. Instead, I like to focus on highlighting what you shouldn’t do. So, I present my Top 5 mistakes in creative design:
1. Now what?: There’s no call-to-action.
Every piece of creative needs a call-to-action. Traditionally this is a button like “Click Here”, “Learn More”, etc., but it could also be a simple offer for readers to engage with your products by visiting your website, watching your videos, or shopping in your online store. Whatever it is, it HAS to be there.
2. ZzZzZz...It’s too wordy.
Brevity is essential in display advertising. If you don’t hook the reader immediately, they will move on, so time is of the essence. For standard banner ads, keep your message simple and memorable. That means there isn’t room for every specification or detail of your product. Find the most desirable/unique aspect (or 2) of your gear and build your creative around that.
3. My eyes!: It’s too busy (or boring)
Digital display advertising is a visual medium. It’s important to keep your potential customer’s perspective in mind when designing your creative. So, if you’re going to animate your creative, don’t rotate 6 panels in 2 seconds. Conversely, don’t rotate 2 panels in 20 seconds. Don’t flash the brightest white after the deepest black. You get it. If your ad isn’t pleasing to look at, it’s not pleasing to engage with.
4. Call in reinforcements: It looks amateur.
The best representation of your brand and product is your imagery. The most valuable investment you can make in the success of your online advertisement is your photography and creative design. It’s ok it you aren’t able to do this yourself, but I advise you to beg, borrow, or barter with a professional who can help feature your product in the best way possible. If you strike out with a pro, check out products like Canva and Bannersnack which can give you a great foundation to do it yourself.
5. Cast a lure: It doesn’t inspire an emotion.
Once you have dialed in your concept and photography, the last step is to hone your message. Successful banner ads convey a fact, intrigue the reader, and entice them to click to learn more. Without venturing into hyperbole, your message should inspire an emotion in the viewer - surprise, shock, intrigue, humor, etc. The best way to do this is to convey a simple, clear, message that sets you apart and piques the interest of the reader along the way.
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Still have questions about the do’s and don’ts of creative design? There are plenty of resources out there that can offer additional tips and tricks. Remember: there is no one-size-fits-all solution. Use trial and error to find out what works best for you and your company's goals. If you need a more personal touch, PG’s Marketing Lab is here to help with any and all of your marketing questions. We’d love to help you develop a strategy for your display advertising online. You can sign up for a free, no-pressure consultation with PG’s Digital Strategist, Luke Viertel, using the calendar below.
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Esopus Guitars announces new "Tailwater" bass guitar from luthier Stuart Spector.
This 32” scale bass is handcrafted by Stuart at the Esopus Guitar workshop located near Woodstock NY in the Catskill Mountains. From its fully carved spruce top (the top is carved on both its exterior and interior surfaces) with a thumb rest that is carved into the top, to its custom made Fishman piezo pickup and super hard Carnauba wax finish, every detail of the Tailwater is intended to create the ultimate playing experience.
The Tailwater bass features a fully chambered spruce over alder body (15.5" lower body bout width, 2.25" body thickness measuring from the peak of the carved top).
Each Tailwater bass is hand signed and numbered on the back of the peghead by Stuart Spector. A very limited number of Tailwater basses are handcrafted each year at the Esopus workshop.
"I am proud to present the Tailwater bass, a bass that I have spent the last three years perfecting. The Tailwater is a culmination of all of my 45 years of experience, knowledge, and passion for bass guitar crafting. I am so eager to hear what fellow musicians create with this exciting new instrument." - Stuart Spector
Direct Pricing : $4995.00 plus options.
Soulfire Guitarworks introduces three new electric guitar models: SF-1, SR-1, and HB-1. Crafted with sustainable hardwood bodies and hand-wired pickups, these guitars offer a blend of familiarity and originality. Featuring 25” scale length necks, Richlite fretboards, and signature pickups, these instruments are designed to inspire players.
Featuring 100% sustainable hardwood bodies and Soulfire’s own hand-wired pickups, the guitars are crafted with the just the right balance of modern and traditional building techniques.
All three models feature 25” scale length necks with Richlite fretboards, nickel frets, and a classic D neck profile. The carved American cherry bodies are fitted with optional maple tops. In addition to the solid body SR-1, players can choose between two semi-hollow models: the SF-1 brandishes signature “Flame” f-holes, and the HB-1 sports “Broken Heart” f-holes.
In keeping with the company’s lean-and-mean ethos, the instruments are loaded with one of Soulfire’sproprietary pickups: players can choose the “Wicked Mojo” humbuckers or “Angry Dog” P90s.
Features include:
- House-made “Wicked Mojo” Humbuckers - 12 adjustable poles. DC resistance average 7.94k-8.2k. A5 magnets
- “Angry Dog” P90 pickups - DC resistance 8.25k-8.4K. A5 magnets
- Genuine silver plated and antiqued headstock emblem/truss rod cover
- Signature black machined volume knob
- Optional B7 Bigsby
Pricing for Soulfire’s semi-hollow lineup - the SF-1 and HB-1 – starts at $3400. Solid-body models are priced starting at $3000 (for true solid) and $3200 (chambered body). All models are sold exclusively through the website and come with Premium Gig Bags.
For more information, please visit soulfireguitarworks.com.