If you’re not careful in your approach to ad creative and landing pages (or website), you’ll likely be disappointed in the outcomes of your developer marketing campaigns. So what are the subtle differences between compelling developer marketing and tactics that fall flat? How is the creative approach for developers really different than any other B2B audience? What do you need to do to grab a programmer’s attention?

Tips for creating display ads for developers

The good news is that you don’t need to do anything too drastic. Developers want you to be honest with them and prefer simple ads that convey value. Follow these tips to get started:

1. Speak in their language

Whatever you do, do not use buzzwords or marketing fluff. In many cases, just calling out the specific technology that you’re targeting is incredibly powerful.

For example, if you’re marketing an iOS platform that’s geared towards programmers of all ages, mention the phrases “iOS” and “all skill levels” directly in your copy. When there’s a correlation between ad copy and your target audience, you can expect much stronger campaign performance.

2. Be honest and straightforward

Developers often feel misled by dishonest advertising campaigns. In some cases, advertisers promise much more value upfront than their platform actually provides.

In others, they can’t find a thorough breakdown of a product’s features before signing up for a product trial. To get their attention, be as sincere as possible in your ad copy—and outline all of the facts on your landing page.

3. Include clear and focused calls-to-action

Developers are drawn to ads that have a purpose beyond selling or generating signups. When developers look at online advertisements, they want to know exactly where it will take them, what they’ll learn, and what’s in it for them before they click.

Use this formula to get started: Relevant question + short sentence about your platform + Try Now.

4. Stick to static

Fancy animations and GIFs might be tempting, but developers find them annoying and distracting. Even when the copy is right on the money, developers are likely to ignore ads that make it more difficult for them to do their jobs.

5. Make ads easy to read

Before you finalize your advertising creatives, take a few steps back from your computer and look at your ads again. Are they clear, and do they make you want to learn more? If the answer to either question is a resounding “no,” go back to the drawing board.

Developers consume information online much faster than the average user, so you need to ensure that your ads grab their attention when they appear on their screens.

Increase conversions with effective landing pages

The same principles apply to your landing pages and website. Developers typically end up on a landing page when they’re searching for a solution to a problem. Make it easy for them to find and access the information they need in that moment.

1. Speak in their language

Ensure the design and messaging used on your landing page matches your banner ad creative. This helps build developer trust that you are selling legitimate products.

2. Clarity win

Include a clear headline and description at the top of the landing page. Don’t make a user search for useful information - give it to them straight away.

3. Keep it short

When it comes to form fields, consider only requiring a developer’s name and email address on your landing page forms.

4. Geek out

Include an abundance of technical details, and pricing if possible. Remember, they’re researchers. Make it easy for the developer to gather all the information that would be necessary for them to drive product adoption in their organization.

5. Social proof

Include honest testimonials and reviews, even an evaluation of your product versus a competitor’s product. They will be seeking this information out on review sites, blogs, forums, and social media.

6. Provide value

Include honest testimonials and reviews, even an evaluation of your product versus a competitor’s product. They will be seeking this information out on review sites, blogs, forums, and social media.

7. Keep it secure

Provide information on the security of your company and product. Developers will conduct research on your company before they download a trial. They are extremely security-conscious.