What is Taken into Account when Creating a Display Advertisement?

By Ted Dhanik

To create an effective display advertisement campaign, a lot of variables are taken into account and measured so as to effectively place the ad in a visible space with low CPC.

These include measuring and considering the following:


This researches the frequency of the users who view the website and utilize the ads on the site, including purchases.


Is the quality of the business ad good enough to capture attention and lead a consumer to the following page? There are various ways of creating ads to do this- using humor in an advertisement, for example, is one such way. Creative banners on a webpage are another.

Impression Curve

This refers to how many times a webpage is loaded or clicked on before a particular business’ ad pops up. If a business is high on the impression curve, then they are one of the first ones to show, and thus generate more business and traffic to their site than ads that scale on the later side of the curve.


This is extremely important because of the shortened attention span of internet users. If the ad is placed at the bottom of a page that requires scrolling down after an article to see it, then the traffic that sees this ad, let alone the amount of traffic it redirects, will be minimal. However, if the ad is placed near the top right corner, or in the middle of the page where it draws attention, it is more likely to engage the consumer and get more clientele.

These are a few of the finer details that go into creating a well polished display marketing advertisement.

Guest post provided by Ted Dhanik, CEO of engage:BDR. Ted Dhanik and his company offer high-performance marketing solutions for their clients. Ted Dhanik offers witty and insightful commentary in his personal blog