Getting most from online ads
How can I make online display advertising effective?
In earlier columns we discussed advertising on the results page of a search engine. Another way for businesses to reach consumers is through online display advertising.
Online display ads are similar to ads you see in a magazine or newspaper like this one. However, online ads can offer depth to your advertising message with links to your website or a specific webpage.
This interactivity gives customers a chance to learn more about your business, gather more information or even complete a transaction, whether that's making a purchase or scheduling an appointment or estimate.
The message of a display ad should be simple, with a compelling, but not overwhelming, visual that makes some kind of memorable statement to the consumer.
Another important component is a "call to action" -- a reason for someone to click on the ad to learn more about your company or products. Again, it is similar to what is in a newspaper or magazine, except you can do something with it instantly.
To further lift your online display advertising's effectiveness, you want to be certain that the consumer finds the answers to the call to action on your website. For example, if your online display ad's call to action is "Click here to see our specials!" you'll want to be sure when they click on the ad, they're led directly to a page with your specials.
Finally, users don't necessarily have to click through to your website or watch a video. Since these ads can be highly visual, they can help build general awareness of your company or product. This is especially effective for services people tend to use only when they need them, such as a plumber or roofer.
As an advertiser, you want to be sure you're providing compelling, useful and creative content that will leave a lasting impression on each person who sees your ad.
Perrin Patterson and Palmer Brown are on the digital advertising team at Lancaster Newspapers. Questions may be sent to firstname.lastname@example.org.