How can you ensure display ads are relevant to users?

2 Use contextual targeting

Contextual targeting is a technique that allows you to show your display ads on websites or pages that are related to your product or service. For example, if you are selling travel packages, you can show your ads on travel blogs, magazines, or forums. Contextual targeting helps you reach users who are already interested in your topic, and increases the relevance and credibility of your ads. You can use keywords, categories, or topics to define your contextual targeting criteria, and use platforms like Google Ads or Bing Ads to manage your campaigns.

3 Use dynamic creative

Dynamic creative is a feature that allows you to create and show different versions of your display ads based on various factors, such as location, device, time, weather, or user behavior. For example, you can show different offers, images, or messages to users who have visited your website before, or who are in a specific geographic area, or who are using a mobile device. Dynamic creative helps you personalize your display ads and make them more relevant and appealing to each user. You can use tools like Google Web Designer or Adobe Animate to create and test your dynamic creative ads.

5 Follow best practices

Creating and running display ads should always involve some basic best practices. Your headlines should be clear and compelling, capturing attention and communicating value. High-quality and relevant images should support your message and brand, and your copy should be simple and concise, highlighting your benefits and differentiators. Additionally, a strong and clear call to action is important, as it tells users what to do next. Consistent branding elements such as logo, colors, and fonts will help users recognize your ads. Finally, you should use appropriate sizes and formats for different devices and platforms, as well as follow the guidelines of publishers and platforms where you show your ads. Following these tips can ensure that your display ads are relevant to users and increase your chances of success.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?