Digital marketing involves a lot of moving parts: the platform, the audience, the creative, and the landing page. Today we’re walking you through crafting effective geofencing ads. Geofencing allows you to set a digital perimeter around a specific location. Whenever someone enters that perimeter your ads begin to show. Depending on the type of geofencing you’re using, you may be able to send text messages, emails, or display ads to the devices of the prospect.
Most small to medium businesses don’t have the technology in place to send texts and emails, but they can set up display ads to show in the apps their prospects may use. Each piece of your digital advertising strategy can make or break the success of your campaign. Once you’ve chosen your delivery method and honed in on the right audience, it’s time to think about your creative.
Keep It Simple Stupid
I’ll be honest, stupid is one of my least favorite words, but the KISS method is popular and it works. You can substitute silly if you prefer. Anyway, back to the creative. Banner ads, especially those that show up on apps, are very small. You don’t have much space for eloquent speech.
The popular thought on billboard design is 7 words in 7 seconds. It builds on the idea that motorists on the highway have about 7 seconds to read a billboard. If you use more than 7 words, you’ll lose your one opportunity to catch their attention. Mobile device users may give you fewer than 7 seconds and 7 words because that scrolling finger moves fast.
Effective geofencing ads start with an amazing headline. The largest type in your ad should be your headline. Use action-oriented words that grab your prospects’ attention. Don’t beat around the bush. Tell your audience what they’ll gain from clicking on your ad. State your value proposition or offer clearly. Need some help? Visit your favorite websites and study the ads promoted there. What stands out to you about their headline?
An Offer They Can’t Refuse
Not every ad needs a second line of copy, but if yours does make it an offer your customer can’t refuse. 30% Your Offer. Free Shipping. Same Day Delivery. 15 Minute Wait Times. Whatever offer you use to drive customers to your website or physical location, here’s the place to do it. This text should be slightly smaller than your headline to set the two apart, but don’t use any fonts under 10pt. If your intended audience is over 65, keep those fonts above 14 pt. Your customers and their eyes will thank you. Also, avoid script style and extremely thin fonts.
Your logo shouldn’t be the largest element on your page, but it should be at the top or to the left of any copy in your banner ads. Your logo ensures viewers recognize your brand. It will follow them to your website and your physical location. If your logo is hard to read, consider using the logo mark or working with a graphic design to create a logo or version of your logo that’s easier to see on a banner ad.
CTA When Needed
Not every ad needs a clickable button. If you’re a boutique driving traffic from the bank in your parking lot into your store, you don’t need a clickable button. You need to promote that your prospects are 60 seconds away from a beautiful new wardrobe. If your goal is website visitors, use a call-to-action button in a contrasting color from the rest of your ad. Keep it simple, but avoid “click here” language. Try “Learn More” or “Download Now” or “Call Us”. Place these buttons or to the right of your copy.
Images, Gifs, & Video
Banner ads offer precious little space for images or videos that don’t relate to your brand or your offer. Choose images that draw attention to your ad and avoid those that distract from your purpose. In the smallest size banner ads, you may only have room for a logo, headline, and CTA. Less is more if you’re dealing with extremely small ad sizes.
Bonus Branding Content
I know I said 5 tips, but here’s a bonus one. Maintain your branding. Geofencing ads utilize 5-6 different ad sizes. It’s tempting to try to create a lot of different ads. Remember the first point? Keep it simple. Use your brand colors and font. Keep those consistent throughout all your ads. Use the same elements and rearrange or delete as needed depending on the ad size. Changing your ad design every month or two refreshes your look and your offer, but keeping consistent design elements builds your brand.
Keeping up with all the different parts of a digital advertising campaign takes time, something most of our clients don’t have a lot of. If you want to target your prospects better, but you don’t have the time to set up campaigns and create a strategy, we can help. Call Hilary for a free 30-minute consultation at 662-416-8674.