7 more steps for successful online advertising

As a follow up to my article “Four Steps to Successful Banner Ads“, it’s only apt that I address some best practices that should be followed for online advertising in general. From a usability point of view it is necessary to follow these best practices so that user’s are attracted to your ad and actually click it.

Target your audience
In order to drive traffic to your website the first step would be to identify a target audience and build your ad accordingly. For this you will have to take into consideration the relevance of your ad to your customers. Advertise only in areas where your business or service is available. Your ad should be clear and concise and have your company’s name in it.

Dove targetted real women without regard to age, shape, height or nationality, replacing the customary statuesque supermodels in this ad campaign.

Use keywords to narrow down customers
When you use specific keywords in your ad, you automatically weed out those who aren’t your customers. On the other hand it lets your customers know that your ad is relevant to them.

Focus on your product/business’ strengths
Highlight a special feature or a unique offer that your product or business has to offer. This will help you stand out from the rest of the competition. Make sure you include your brand name/logo in your ad. This helps give the customer a sense of trust in the brand.

Giving information about your product along with displaying the company’s logo will help the customer trust your brand

Keep it simple
Keep your ad simple, easy to read and grasp. Avoid the use of jargon, long sentences and complex punctuation. Do not attempt to advertise your product entirely in the ad. Leave the user enough curiosity to click the ad and read more

Four steps to successful banner ads

This week am working on a project that includes banner ads. These need to promote the brand of the company on its website.

The question was: What kind of features should an ad have to help catch the attention of users and increase sales as well. Online Ads have to follow certain Best Practices in order to be profitable.

Primarily these Ads need to reflect the brand of the company while being effective at sales. On the other hand they should also be able to measure the attitude of the customer with regard to the brand.

A quantitative way to gauge the effectiveness of the banner ad would be pretty simple. Web metrics can capture the number of clicks that a banner attracts. Companies generally experiment with combinations of banner size, color and layout to get the best response from customers in terms of clicks.

However online banner ads cannot be considered successful based on clicks alone. The customers feel and attitude towards online banners is just as important if not more.

“As online marketers, we underestimate the level of commitment involved when a consumer clicks through to a website. The consumer is making several assessments in the blink of an eye — will this be a waste of time? Will the site I click to be safe? Will the information I seek be relevant? Will I get what I need efficiently? There is a risk vs. reward scenario that we all play out when deciding to interact with an online advertisement. If we rely too heavily on the website destination to do our talking, we will likely find that no one will be around to listen.”

– Scott Meldrum