What are the common challenges faced in display advertising and how to overcome them?

Emily Team
Jul 25
3 min read

Display advertising offers excellent reach and visual branding potential — but it also comes with specific challenges that can waste budget or underperform if not handled strategically. Here’s a breakdown of the most common challenges in display advertising and how agencies like EMILY® overcome them:

🚧 1. Low Click-Through Rates (CTR)

Display ads typically have lower CTRs compared to search ads because they’re interruption-based (not intent-based).

✅ How to Overcome It:

Use eye-catching visuals and concise messaging
Include clear, action-oriented CTAs like “Download Now” or “Get a Free Demo”
A/B test different headlines, layouts, and CTA button placements
Leverage animated or interactive creatives

📌 EMILY® applies visual storytelling techniques, brand-consistent colors, and real-time ad testing to boost CTR.

🚫 2. Ad Fatigue / Banner Blindness

Users tend to ignore display ads, especially if they see the same creative too often.

✅ How to Overcome It:

Rotate ad creatives every 2–3 weeks
Use dynamic creative optimization (DCO)
Limit ad frequency with frequency caps
Personalize ads based on user behavior or remarketing segments

📌 EMILY® sets up creative refresh schedules and monitors engagement metrics using Microsoft Clarity and heatmaps.

🕵️ 3. Poor Targeting or Wasted Impressions

If your ads show to the wrong audience, even great creatives won’t convert.

✅ How to Overcome It:

Use interest-based, demographic, and behavioral targeting
Layer in geographic filters, device targeting, and placement exclusions
Use custom intent audiences or in-market segments for higher relevance

📌 EMILY® uses Google Display Network, Custom Audiences, and Lookalike targeting to fine-tune reach.

🧾 4. Lack of Conversion Tracking

Without accurate tracking, it’s impossible to measure ROI or know what’s working.

✅ How to Overcome It:

Set up Google Tag Manager for click tracking, form submissions, and event tracking
Integrate with Google Analytics 4 (GA4) for funnel reporting
Track micro and macro conversions (page views vs. sales)

📌 EMILY configures all conversion events and delivers custom monthly reports with strategic insights.

🧠 5. Poor Landing Page Experience

If your landing page is slow, confusing, or not mobile-friendly, users will bounce — fast.

✅ How to Overcome It:

Optimize for speed, responsiveness, and relevance
Align ad message with landing page content
Include strong CTAs, clear contact forms, and trust signals

📌 EMILY builds or audits landing pages for conversion rate optimization (CRO) alongside ad delivery.

💸 6. Budget Burn from Bots or Irrelevant Traffic

Display ads are more vulnerable to bot clicks and low-quality placements.

✅ How to Overcome It:

Use placement exclusions and block low-performing sites
Turn on Google’s invalid click protection
Use Managed Placements when possible for tighter control

📌 EMILY reviews placement reports weekly to protect budget and increase ROI.

📦 7. Misalignment Between Creative & Strategy

Many brands run beautiful ads — that don’t align with their brand voice, funnel stage, or product offering.

✅ How to Overcome It:

Align each creative to a specific campaign goal (awareness, retargeting, conversion)
Tailor messages to buyer personas
Maintain visual consistency with your brand guidelines

📌 EMILY’s in-house creative + strategy teams work together from day one — so design always matches intent.