Feb 11

The Basics of Display Advertising Relevance

Category: Business Services

This article was written by Ted Dhanik

Keeping your display advertising relevant to the keywords and campaigns that you are bidding for is the key to closing more conversions. Just like SEO, relevance determines the effectiveness of your ads. Break that chain of relevance, and you risk alienating users and losing them. There are several cues that you need to be aware of when you are designing banner advertising. Use these tips to keep yourself focused on possible points of disconnect.

Adhere to Sizes

The International Advertising Bureau has established uniform rules for banner sizes on a webpage that you need to follow. These sizes are meant to help you place an ad on a page, and for webmasters to plan for ads that won’t clutter the content. However, some networks require a specific size to serve pop-up ads to the user, so be sure that you conform to those standards so your banner advertising will show normally.

Test for Variations

You should test your campaigns frequently, but the amount of time and effort varies depending on the expectation. You need to make sure that your campaign is spending enough to gain traffic to it, but that you are not “blowing up” a particular placement with an influx of traffic.


The user has certain expectations by clicking on your ad, and assumes he will get what he wants in a timely manner. Do not try to force upsells on a user out of context, just deliver what he wants and then focus on complimentary offers.

Bio: Ted Dhanik is a media buying expert. As the president and co-founder of engage:BDR, Ted Dhanik has been using display media to turn more visitors into paying customers. To see how media buying can grow your business, visit Ted Dhanik online.

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