There is a little-known approach to small business advertising … Display Ad Targeting. The payoff for business owners is to profit by fast-tracking three measurable, revenue-enhancing results that will help turbo-charge your business:

1. Save money … when compared to the traditional advertising approaches (More on that in a bit.)
2. Increase sales … your chance of conversion is enhanced along with ROI on your marketing dollars.
3. Track results … know what’s working and what’s not to get the right message to the right people.

In our last issue, we offered a detailed description of how Display Ad Targeting offers your small business the power to target only those prospects who are likely to buy from you. If you missed reading it, or want a quick refresher, be sure to click here for the full article.

The key to Display Ad Targeting is that you will target only those audiences that significantly drive your chances to convert prospects to buyers. The 5 most common marketing targets are:

• Geographic
• Demographic
• Lifestyle
• In-Market
• Contextual

It’s important to know that the above targeting options are not mutually exclusive. A properly customized Display Ad Marketing campaign may be tailored to your needs with one or more of the above choices.

OK … so how do you structure a display ad. As an introduction, we’ll share with you some “pieces and parts” from our playbook in designing effective display ads to successfully motivate response from your target audiences.

Let’s start with image requirements. You’ll need 4 image files for each ad … 2 images and 2 logo images.

IMAGE REQUIREMENTS:

Landscape Image. Your landscape image should have a ratio of 1.91:1 and be greater than 600 x 314. We recommend 1200 x 628. The file size limit is 5MB.

Square Image. If you choose the upload option, keep in mind that your square (1:1) image should be greater than 300 x 300. We recommend 600 x 600. The file size limit is 5MB.

LOGO REQUIREMENTS:

Two Logo Images are also required, again, 1 “landscape” and 1 “square”.  The square will appear most often and will appear very small, so keep it very simple and readable (even in a 40×40 size).  JPG or PNG format. PNG is recommended.

Landscape Logo Image.  Your landscape logo file should have a ratio of 4:1 and be greater than 512 x 128. We recommend 1200 x 300.  The file size limit is 5MB.

Square Logo Image. Your square logo file should be a 1:1 ratio and should be 128 x 128 or greater. We recommend 1200 x 1200.

Design Tip: Please make sure the square logo file is readable at a size of 40 x 40. This usually means only including the icon part of the logo as most text at that size will not be readable.

Note: For all your logos, a transparent background is best, but only if the logo is centered.

So, here are examples of what your ads may look like.

As you probably anticipate, there is more to the story than just the details of assembling effective ads. Click here for the complete picture of Goal-Oriented Google Ads Management for small businesses .

Takeaways

Display Ad Targeting delivers all the advantages that national advertisers enjoy … with an appeal to specifically targeted audiences at a fraction of the cost of traditional broad reach marketing strategies.

Small business owners, before spending another advertising dollar, be sure to seek expert evaluation of how Display Ad Targeting will boost your return on your marketing investment.

Your Next Step .

Now your choices are do-it-yourself or invest in professional Google Ads management services. It is likely that you are already wearing several hats as a business owner and ladling on yet another marketing responsibility is probably not an option … particularly if you have to master the learning curve to effectively structure, create and manage an effective Display Ad Targeting campaign. You are well-advised to seek proven expertise just as you do with your accountant, attorney or other trusted advisors.

Our job at Third Marble Marketing is to deliver proven design and management strategies to maximize the effectiveness of your Display Ad Targeting and drive pre-qualified traffic to your website! Equally important is to convert those visitors to immediately respond to your preferred call to action. That’s where your web design agency becomes invaluable.

CLICK HERE to schedule a call with a member of our team to discuss how Third Marble Marketing can help your business with Google Ads or SEO Management!