6 Tips to Make Your Online Ads More Effective

Published 2/6/13
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Advertising is the way to get the word out, and what makes Internet advertising so effective is the use of technologies that allow advertising networks, analytics firms, websites and others to make inferences about consumer tastes and provide relevant feedback. Since web banners deliver different results for each ad campaign, it is important to monitor campaigns so that you can accurately target viewers’ interests.

Web banner ads function the same as traditional ads: they notify potential customers of the product or service and they show the customer reasons they would want to choose them. People want to know WIIFM (What’s in it for me?).

Integrate these six tips when you plan your next campaign, and you will be well on your way to more effective banner ad campaigns.

Six common elements will contribute to a banner ad’s effectiveness and to drive traffic to your website:

  1. Be honest and to the point about your product or service. Internet banner ads must deliver a specific message and provide your potential buyers with a viable solution to a particular problem they are having. If your target audience clicks on your banner advertisements and your message is not clear, you won’t to get the results you are looking for. If your products or services don’t solve the consumer’s problems, they’ll keep searching for those that do.
  2. Know your target audience. Internet banner ads need to be constructed in such a way that they deliver your message to your core or target audience. Most importantly, utilize a call to action. Consumers subliminally like to be told what to do, so tell your audience what you want them to do. If you use the classic “click here,” “sign up here,” “enter here” or “learn more” calls to action, your Internet banner ads need to be informative and instructive. If your target audience clicks on your Internet banner ad and your message is not clear, you won’t get the results you’re looking for.
  3. Make sure you use the best-looking banners you can afford. Sometimes advertisers will try to save a few bucks by creating their own banners or outsourcing the job to people who are not skilled in web design. Overloaded, too many colors, to slow to load, to hard to read, amateurish-looking banners don’t get clicks. Boring banners don’t compel people to respond within a certain time frame. When there is no deadline, there is no urgency. People have a tendency to scroll away and forget.
  4. You must have a very compelling landing page. Test your product in the marketplace. You may make a lot of people respond, but they still may not buy or do what you are asking them to if your sales page is lacking. You want to have engaging copy that maintains the reader’s interest.
  5. Make sure you have a very interesting, engaging headline. Which would you be more likely to read and click through: “See the Grand Canyon” or ”Experience the Grand Canyon at daybreak?”
  6. It is a good idea to split-test headlines. Most of the time you can create more than one ad for each advertising campaign; this will allow you to test different headlines. If you don’t, you may be leaving money on the table, since different people respond to different kinds of copy.

Integrate these six tips when you plan your next campaign, and you will be well on your way to more effective banner ad campaigns.