First impressions are essential when it comes to banner ads. It’s a competitive landscape, making it necessary to stand out to get the user’s attention, and you only have a split-second window to do so.
It is hard to convince users to click on display ads, because they are browsing with a different mindset compared to deliberately searching in Google and coming across a search ad.
A way to look at paid advertising is by comparing it to a shopping window.
Imagine walking down a street, with shops on both sides. The only time you stop to look at a specific window is when something catches your attention. Most likely because you see something recognizable or something that stands out.
So, in the same way a shopping window must catch your attention in order to make you stop, banners must do the same online.
All statistics show that users who engage with banners, products, or content with a touch of personalization, are more likely to end up making a purchase.
It is all about context and purpose.
If a user has been looking at a specific blue shirt on your website, the retargeting banner ad should contain the shirt and relevant related products.
It is important to take control of what you display in your banner ads if you want to increase performance. Otherwise you end up with generic, non-personalized banners.