Today’s article deals with a subject that we all need toread, study and understand…how to create an EFFECTIVE ad.
Online advertising on the Internet leaves a lot to bedesired. We have ads that emulate Windows-warning boxes. Wehave pop-ups and pop-unders. All of these are developed withthe intent to make people notice them. However, most of themonly end up irritating them. Advertisers, especially thosewith small budgets, can't afford to waste money onineffective buys. In order to optimize your advertisingbuys, you need to concentrate on improving your creative.
Here are some tips that might help:
Step 1: Define clear goals of your advertising campaign
The most important aspect of any advertising campaign is tohave a clear objective in mind. You may be targeting aspecific group of people, your initial aim may be to targetat least 1000 internet surfers and so on and so forth. Havea well defined, clear purpose.
Step 2: Identify the most effective sites for achieving yourgoals
Sites that are most relevant to your product or servicewill, more than likely, be your best bet; but also considerlarger sites or networks that can target the audience you'retrying to reach. They can be very cost-effective. If youhave multiple products or services that appeal to varioustarget markets, you'll have to consider sites that reach allthose various segments.
Step 3: Craft your message to fit the needs of the audienceyou're targeting
This comes down to understanding the audience of the sitesyou're advertising on. The message you use on a technologysite to appeal to technologically savvy customers won't havethe same appeal for visitors on a small-business site. Focusyour campaign.
Step 4: Content of your Ad
Pay particular attention to the content of the Ad. Thecontent should be such that it clearly distinguishes yourproduct or service from your competitors’. Have a catchyheadline. The headline is probably the most important partof the Ad – It is the customer puller.
Step 5: Formulate the specific promotional messages thatcorrespond to your goals
The promotional messages should concentrate on the majorselling points of your product or service and have a strongcall-to-action.
Step 6: Make the desired action clearly visible
This certainly doesn't mean the desired action shouldnecessarily blink, bounce or do flips, but it should bevisible within an accepted format for the media you'reusing. In the case of the Internet, underlined text links,"click here" text entry boxes, and pull-down menus are allways you can make the desired action clearly visible.
Step 7: Design the ad so it looks like it belongs on thesites where you're advertising
For instance, you may want to use the site's font faces inyour text, color schemes in your background, font colorchoices overall, and emulate images where appropriate. Tryto conform to the environment so potential customersvisiting the site don't gasp in shock when they see your ad.
Step 8: Produce multiple versions of each ad
Create three or four versions of each ad, changing thepromotional message, call-to-action, font faces and colorschemes. This is especially important if you're doing pricetesting or gauging reaction to specific promotions. Bysplitting your advertising buy among the various versions ofyour creative, you can then start to optimize your buy basedon the message that works best.
With these tips, you will not only be able to create an ad,but you will be able to create an effective ad that doeswhat it is supposed to do – sell your products and services.
Talk to you soon!
Online advertising on the Internet leaves a lot to bedesired. We have ads that emulate Windows-warning boxes. Wehave pop-ups and pop-unders. All of these are developed withthe intent to make people notice them. However, most of themonly end up irritating them. Advertisers, especially thosewith small budgets, can't afford to waste money onineffective buys. In order to optimize your advertisingbuys, you need to concentrate on improving your creative.
Here are some tips that might help:
Step 1: Define clear goals of your advertising campaign
The most important aspect of any advertising campaign is tohave a clear objective in mind. You may be targeting aspecific group of people, your initial aim may be to targetat least 1000 internet surfers and so on and so forth. Havea well defined, clear purpose.
Step 2: Identify the most effective sites for achieving yourgoals
Sites that are most relevant to your product or servicewill, more than likely, be your best bet; but also considerlarger sites or networks that can target the audience you'retrying to reach. They can be very cost-effective. If youhave multiple products or services that appeal to varioustarget markets, you'll have to consider sites that reach allthose various segments.
Step 3: Craft your message to fit the needs of the audienceyou're targeting
This comes down to understanding the audience of the sitesyou're advertising on. The message you use on a technologysite to appeal to technologically savvy customers won't havethe same appeal for visitors on a small-business site. Focusyour campaign.
Step 4: Content of your Ad
Pay particular attention to the content of the Ad. Thecontent should be such that it clearly distinguishes yourproduct or service from your competitors’. Have a catchyheadline. The headline is probably the most important partof the Ad – It is the customer puller.
Step 5: Formulate the specific promotional messages thatcorrespond to your goals
The promotional messages should concentrate on the majorselling points of your product or service and have a strongcall-to-action.
Step 6: Make the desired action clearly visible
This certainly doesn't mean the desired action shouldnecessarily blink, bounce or do flips, but it should bevisible within an accepted format for the media you'reusing. In the case of the Internet, underlined text links,"click here" text entry boxes, and pull-down menus are allways you can make the desired action clearly visible.
Step 7: Design the ad so it looks like it belongs on thesites where you're advertising
For instance, you may want to use the site's font faces inyour text, color schemes in your background, font colorchoices overall, and emulate images where appropriate. Tryto conform to the environment so potential customersvisiting the site don't gasp in shock when they see your ad.
Step 8: Produce multiple versions of each ad
Create three or four versions of each ad, changing thepromotional message, call-to-action, font faces and colorschemes. This is especially important if you're doing pricetesting or gauging reaction to specific promotions. Bysplitting your advertising buy among the various versions ofyour creative, you can then start to optimize your buy basedon the message that works best.
With these tips, you will not only be able to create an ad,but you will be able to create an effective ad that doeswhat it is supposed to do – sell your products and services.
Talk to you soon!
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