Here’s a few quick tips to make sure you’re getting the most bang for your buck when advertising online.
Have a Purpose
Whether it is selling more products or encouraging visitors to fill out your contact form, defining a purpose for your online ad campaign is arguably the most crucial step in starting your campaign off on the right foot. If you don’t have a specific goal in mind, you’re throwing your money away.
Relevancy is the Name of the Game
Just like with any advertising, determining the demographic is a key part of the success of your campaign. Choose a website who’s users match your demographic or, if you use a service like Google Adwords, select keywords that are relevant to your campaign and Google will handle the rest.
Have a Clear Message
Setting a clear message in your ad encourages users to click on your ad. Let them know why they should click on your ad and what’s in it for them if they do.
Make Users Want to Click
If you are creating a banner ad campaign, using graphics and photos that help to support the overall message of the ad will not only put a more professional touch on your ad, but gives the user more confidence in your business. Using keywords relevant to the website / web page you are advertising on gives the user a feeling of relevance to what you’re offering.
A Little Motion is Great, A Lot is Not Better
It is always a good idea to include some motion in your banner ad, but be careful, having too much motion in an ad can actually be seen as annoying and decrease the effectiveness of your ad.
Avoid Auto-Playing Sound
Sound that starts as soon as the ad loads is the quickest way to kill your ad. Don’t get me wrong, sound can be a great way to help get your message across; but let the user decide if they want to hear the sound or not. Adding a button to enable or disable sound increases the interaction with your ad while letting the user make the decision to hear your message or not.
Your Landing Page is More Important Than Your Ad
The overall idea behind your banner ad is to get the user to visit your website, but just dropping your potential customer off at the front door (your home page) and making them find the relevant information themselves is a bad idea. Link your ad to a page that is specifically designed to extend the message that your ad is providing.
And I mean everything! Try two different ads that convey the same message. Try one ad with a photo of a girl and one with a photo of a guy. Try two different landing pages. The great thing about online advertising is all of these differences are trackable (more on this in a moment).
Monitor Your Results
The days of judging an ad’s effectiveness by how many clicks it got are long gone. The more important measure is how many of those clicks actually turned into customers. Did they buy something? Did they fill out your contact form? Did they sign up for your newsletter? Remember your ad campaign’s purpose from above. Clicks don’t mean squat if you can’t either count the dollars or continue the conversation with your new potential customer. Using a stat tracking service like Google Analytics will help you realize how well (or poor) your campaign is doing so you can make adjustments.
Advertising online is an extremely effective and can be relatively inexpensive if done properly. As always, feel free to take advantage of my Free Website Consulting Offer and I’d be glad to look over your current campaign or give some insight on a campaign your considering.