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Ads | Display Ads
creating internet display ads, marketers can optimize their click-thru
rates by considering best practices:
Target your message -- Tailor the design, content
and offer in your display ad to appeal strongly to a specific subgroup
instead of to everyone in your target market. Create several versions
of the ad that appeal to different subgroups and rotate them. Determine
those that perform best and use them more frequently.
Keep it simple -- Avoid clutter. Don't try to use
a display ad as a substitute for visiting your site. Choose complementary
colors that grab a visitor's attention. Highlight a specific offer.
Create a sense of urgency -- The best display ads
promote a product or offer with high demand, but limited availability.
Phrases such as "Hurry!", "Limited time!", and
"Special offer!" promote urgency.
Promise and provide a better destination -- Your
display ad should promote your ad's landing page as a better destination
than the current website. Create a landing page that's specific
to the ad, rather than dropping visitors on your homepage. The landing
page should be targeted toward the consumers and the specific offer
described within the ad.
Don't be discouraged if your display ads don't generate instant
click-thrus. As with any advertising format, it's important to experiment
with different designs, content and offers to determine what works
best for your company.
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