The power of display ads: how to increase your reach

Display ads for NGOs include all measures that work online with graphic advertising media. Display marketing is often equated with banner advertising. However, purely text-based ads that cannot be found in search engines are also considered display advertising.

 

Display ads can be a successful way for NGOs to increase their reach and reach potential donors. Before investing in this form of online advertising, you should consider the following challenges:

 

• Cost intensity: Display ads cause high costs, as a large number of clicks are generated - but often only a few conversions. The conversion rate is often below 0.5%.

 

• CPM billing: Many providers bill via the thousand-contact price (CPM). These costs are often unsustainable for NGOs with a limited budget.

 

• Technical complexity: Planning and optimizing ads requires special know-how. Without the appropriate knowledge, it can be difficult to run the campaigns successfully.

 

By understanding these challenges, you can better assess how display ads can be used effectively to achieve your goals.

 

Despite the hurdles mentioned, display advertising, especially text-image ads and Facebook ads, can generate a positive ROI in the event of a disaster (short response time during implementation) or in the case of permanent donations or sponsorships. In addition, new donors are predominantly generated in this way.

 

Create an ad set in advance to be able to act quickly when unexpected situations arise. A key aspect is testing: A/B testing can be used to determine which display ads deliver the best results. By testing different images, texts and call-to-actions, you can continuously optimize your campaigns and find out what appeals most to your target group. These approaches will help you not only increase your reach, but also gain valuable donations for your organization.

 

 

Types of display ads

 

Banners come in numerous sizes and formats and are usually placed at the top, bottom or side of websites. A typical banner format is skyscraper, wallpaper or half page, in which the corresponding information of the advertising organization is then placed  

 

Text-image ads are small ads integrated into editorial environments that draw attention to an offer with a teaser image and a few words. They are usually placed at the end of an article and thus reach users optimally in a phase of maximum attention with simultaneous openness for new impulses.

 

With Facebook ads, organizations can create ads tailored to different target groups on Facebook, set their budget and measure the results across devices. The ads are displayed on the right-hand side, in the newsfeed on desktop or mobile, as well as via third-party providers. Automatic conversion optimization is also possible with Facebook.

 

Twitter now also offers affordable Twitter ads for the average advertiser. As on Facebook, the ads can be controlled according to target groups, interests and geography.

 

To successfully implement display ads, there are a few practical steps you should follow: 

 

 

1. Define your goals for Display Ads: Be clear about your goals and define what you want to achieve with Display Ads. This enables you to make targeted decisions. 

 

2. Identify your target group and suitable providers: Identify your target group in order to choose the right providers to bring your ad to the right people.

 

3. Create an emergency ad set, possibly with tests in advance: You can use this set effectively, especially in times of crisis. If necessary, test these ads in advance to ensure their effectiveness.

 

4. Use A/B tests to compare different images and headlines: A/B testing is another crucial step; here you can try out different images and headlines to find out which work best.

 

5. Optimize your campaign with conversion optimization pixels: Use conversion optimization pixels to measure the performance of your display ads and make adjustments.

 

Use these steps to make your display ads efficient and successful.

Image: Use simple, not too detailed images that convey the message clearly. Avoid logos, as these are usually not recognizable on very small ad formats.

 

Headline: If there is a current hook, then this should be included in the headline. If the brand name is known, it can also be useful to include it in the headline. Call-to-actions are also always worthwhile.

 

Copytext: In fact,it is often not relevant how exactly the text is formulated. The image and headline are most likely to encourage a click.

 

Call-to-action: Someproviders offer call-to-actions. Use them.

 

Landing page: In addition to the display ad, the landing page is of course also crucial to the success of the campaign. Sebastian von Kossak from co2online.org has written useful tips on landing page and conversion optimization on sozialmarketing.de. Or our article Donations Conversion optimization through landing page optimization.

 

TEST - TEST - TEST: In addition to these useful tips & tricks, there is nothing else to do but test. Carry out A/B tests and try out different images and headlines. You can then test the best-performing ads against new variants to determine your optimal ad.

 

think about what you potentially want to achieve with display ads. Identify your target group and suitable providers. Have an ad set ready in case of disaster and carry out tests in advance if necessary. Optimize your campaign with A/B testing and conversion optimization pixels. And now it's up to you: try it out. It's worth it. We look forward to hearing about your experiences!