There are more people flocking to the web these days in search of information, whether it be consumer related or not. With an increase in audience on the web and the ability to create highly targeted advertising at a fraction of the cost to print, advertisers are also flocking to this arena. But with an increase in advertisements appearing on the web, the likelihood of someone actually clicking on your ad decreases. Based on points that Darren Rowse picked up at Search Engine Bootcamp, here are 6 tips to increase the success rate of your online adversitements:
1. Focus on the benefits. Any good salesperson will tell you that you can’t sell the features, but you sure can sell the benefits. Give someone a benefit to clicking on your ad vs. someone else’s. Maybe they will receive a discount on your product, or perhpas they will learn something useful.
2. State your brand. What’s a good ad without the company name or logo? It’s critical for print advertisements. It should also be placed in online ads at some point, whether just in the link to your company website, or prominently in the text. People will click on ads for brands they know vs. ads they don’t or that don’t mention it at all.
3. Find a way to differentiate yourself. This is especially important when using Google Adwords. When there are multiple companies competing for your attention, and they all look the same, you have the advantage if your ad is different.
4. Create curiosity in your ad. This can complement the benefit to the ad, by making the viewer an offer or promising some compelling content once they click through your ad, you’ve peaked their curiosity and increased their desire to click on your ad.
5. Make sure your ad makes sense. Use complete sentences and complete thoughts. If the ad isn’t clear and consise, chances are the viewer won’t get what you are trying to say.
6. Create a call to action. Many viewers don’t know that ads are clickable, especially banner ads. Invite the viewer to click on the ad to bring them to more information.
Do you have any tips to share? Please leave them in the comments. I’d love to hear them!