Postcards | Mailer Ads | Internet Banner Ads | Display Ads

When 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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