Over the past few years, Pay Per Click (PPC) Advertising has gone through a massive transformation. The early stages were dominated by text based ads and now we see an increase in visual content. Image and banner adverts are on the rise, they are becoming more and more appealing to digital agencies and clients alike. Let's take a closer look.
The Picture Speaks Louder than Words
Visuals are processed quicker than text, thanks to the way our brain is wired. According to the Visual Teaching Alliance,
90% of information transmitted to the brain is visual. Visuals are processed 60,000X faster in the brain than text. 40 percent of nerve fibers are linked to the retina. The moment consumers look at an image - they know what the message is without reading the text. This is called engaging image or engaging banner. It's a really powerful and helps to stand out especially if the right image or banner is chosen.
The Emotional Level
The strength of images or banners come from the emotions they fire up in consumers. mages can evoke a spectrum of emotions, from nostalgia to joy, curiosity to surprise. This profound emotional connection facilitates a deeper bond between brands and audiences, fostering loyalty and driving conversions. Image and banner ads can accommodate different formats, like visuals, animated graphics, or interactive displays.
Visual Brand Identity
There are just way too many businesses that are trying to stand out with advertisement. Image and banner ads offer a unique way to get your future customer's attention and to make sure the first thing that comes to their mind will be your brand.
High ROI
Engaging visuals, can significantly boost conversion rates. Paired with targeted advertising, the end result is often a major return on investment.
What are the Challenges?
Like all part of digital marketing, visual PPC advertising has it's own flaws and challenges. We all heard about ad blockers right? Well, there is a fine line between your brands visibility and intrusiveness. It's also pretty hard to make sure your visual add will look good an all devices. We cannot forget about clutter either. No one likes it and it can genuinely ruin a good design. So what's the secret? Looks good an all screen sizes, not too intrusive and no clutter whatsoever.
Stay Ahead
Everything is changing and to be able to adapt to all these changes is really important especially in the digital marketing field. New platforms emerge, user behaviours shift, and technological advancements redefine possibilities. Image and banner ads, given their flexibility, provide marketers with the arsenal to stay not just relevant but also ahead of the curve.
Integrating with Broader Marketing Strategies
Visuals in PPC don't exist in isolation. Their real power is harnessed when integrated seamlessly into a brand's broader marketing narrative. Whether it's driving users to a landing page, complementing a social media campaign, or acting as a teaser for an upcoming product launch, these ads can be very important in creating a larger marketing audience.
