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As video, UGC, and even dynamic ads have increased in popularity and availability in the marketing industry, it's almost like static ads don't get the recognition they deserve. However, the humble static ad still has a powerful place as a display ad within the marketing mix.
Static ads are a great way to go if simplicity is your priority when advertising your company. Although some stretch the definition of static ads to include gifs or slightly animated rich media ads, static ads are most commonly a flat image file where nothing on it changes or moves. Sounds simple? Well, that's the point as this singular consistent message can still be an effective way at driving conversions.
In this article, we'll take a closer look at static ads, how they differ from banner ad types like dynamic ads, and why many E-commerce companies still use them.
Static ads are fixed visuals that aren't animated and remain the same for the entire time a person sees them; there are no changes at all, which differs from dynamic ad formats, which consistently adapt based on the user's preferences.
If you were to compare static ads to any other types of ads, they would be like a paper-printed advertisement you'd see on a billboard as you drive down the highway; they're very similar; what you see is what you get.
While many companies like to keep up with the latest technology when advertising, static ads are still used in many situations, one of these includes when you're targeting consumers who favor clear messaging and who aren't all too fussed about interactive elements.
If your brand is already well known, static ads can also be useful because you don't have to go the extra mile to convert people. They know who you are, what you sell, and how you can meet their needs, so there's no need to overcomplicate things.
Static and dynamic ads are often compared to each other, but there are key differences as well that every marketer should get familiar with.
While both ad types may show up on the same sites, in the same placements, and with the same dimensions there are still many differences. Unlike static ads, the elements of dynamic ads are personalized to target potential customers based on their needs and previous behavior. Dynamic ads are extremely powerful for companies selling multiple products and SKUs whereas companies just starting out might not have the level of data and previous actionable insights to jump right into dynamic ads and instead opt for the humble but mighty static ads.
The truth is that both ad types should be part of a sophisticated marketing mix so let's go through some common situations when companies leverage these two unique types of marketing strategies.
If you've decided to go all in with static ads, it's essential to know how to make them perform well to achieve the best results. Follow these tips from the beginning to help yourself:
One of the key features of every good static ad is a clear message. You need to be clear and straight to the point and tell people how you can help them, or else they will scroll down the page and forget they ever saw anything.
Your advertisement will be pointless if you don't prompt people to take action. Give your static ad a call to action, tap on the pain points of your target audience, and make them want to learn more about the products you're offering.
Pick a design for your ad that blends in perfectly with your company's image, whether it's tweaking the colors so they align with the color scheme on your website or choosing the same font type you use there. If you're unsure, do some A/B testing from the outset to see what combination gets you the best results.
Although static ads may not have the creative flair of dynamic ads, incorporating a striking photograph can enhance your likelihood of attracting and converting potential customers. Consider quality, colors, and the emotions it can invoke from your audience to make a strong impact.
Learn about the pros and cons of static ads in this section to ensure you make an informed choice when integrating them into your marketing strategy:
We've provided you with a full rundown of static ads; given everything we've told you, do you think they're worthwhile investing in?
It's clear that static ads offer some great benefits, especially to small business owners working with tight budgets. They're easy to set up, great if you've got a limited product range, and you get full power over making the changes you want without any complications.
Overall, we think static ads are a valuable tool for many companies, but you need to look at them closely and decide if they fit into your business plan.
Ready to turn it up a notch and implement dynamic ads? That's where Marpipe comes in. We give our users the ability to create and experiment with an unlimited number of static ad designs that can be used across all the biggest platforms.
If you want to learn more about how Marpipe can give you total creative freedom, head over to our pricing plan page to choose from our selection of packages.
