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Creatives and Landing Pages for Display Ads

How to maximize your investment with creatives and landing pages

Donor prospecting should be considered as top of the funnel prospecting, your organization and mission are brand new to these prospects so your creatives and landing pages are very important in this process. The audiences we provide are just the starting point for this project, the next part is an engaging creative and a landing page that is easy to navigate and eliminates as much friction as possible from the initial click to the donation point.

Creatives

Let’s start with the creative elements first. Think about ads that you might have seen while perusing the internet, the best ones catch your interest without being too busy and have a clear call to action. Below are some examples of simple creatives with a clear call to action. 


                               

We provided our sizing guidelines for banner creatives below. If you would like more advice on how to create engaging banner ads, please let us know! We’ll be happy to provide our top tips or guide you to one of our most successful partners that can create them for you.

These ads will need to be the following dimensions in pixels (we suggest providing multiple designs for each size):
  • 728 x 90 (Desktop and Mobile)
  • 300 x 250 (Desktop and Mobile)
  • 320 x 100 (Mobile)
  • 320 x 50 (Mobile)
  • 160 x 600 (Desktop)
  • 300 x 600 (Desktop)

Creatives need to be exact (i.e., not 301 x250). These are the top recommended sizes for our platform.

The creatives need to be one of the following file types:

  • .jpg (.jpeg)
  • .png
  • .gif (animated image)

The ads should be <80 kb per file so that they load quickly

Video Ads 101

If you prefer, for an additional fee, you can choose to run video ads as well as static display ads. The accepted best practice is to run a companion display ad alongside those videos to help capture the attention of the audience.

Video Creative Specifications

File Types:
MP4, FLV, WebM, MOV, MPG, MPEG

File Size: 
200MB (recommended maximum)

Length:
  • 30 seconds or less is recommended
  • Greater than or equal to 5 seconds
  • Less than or equal to 300 seconds (5 minutes)
  • Stand Lengths are 5,15,30, and 60 seconds
Ad Formats:
  • Aspect Ratio- 16:9; size- 1920x1080 recommended
  • Aspect Ratio- 4:3; size- 640x480
Bitrate:
Greater than or equal to 2500 kbps 

Companion Banners:
JPG, GIF, PNG
Sizes in order of popularity
  1. 300x250
  2. 728x90
  3. 320x50
  4. 160x600
  5. 300x600
  6. 300x50
  7. 320x480
  8. 468x60
  9. 970x250

Landing Pages

The mission doesn’t stop at the click though, once the prospects enter the top of your funnel by clicking on the ads to your landing page, they will need to be stewarded as brand new donor prospects. This is the moment you get to entice your potential buyer or donor with a clear call to action on a solid offer or deal.  It should be in the same design and format as your banner but also be clean of distractions, have compelling copy, and easy next step or call to action. Something to consider is having an enticing offer to help them convert.

Your landing page should be a place where you are gathering your prospect’s information through an initial donation ( Ask amounts are covered in another article) by inviting them to sign up for a newsletter. There are also very successful landing pages that offer a small gift such as a sticker or something similar in return for an initial donation or sign up.