Designing simple banner ads without strategic planning no longer suffices. The click rates have declined significantly, especially in B2B.

To shine in the clutter of Internet advertising, there are at least 10 tips to keep in mind. That’s true in your mobile or Web site strategies.

Here are 10 tips:

1. Make it simple to understand

Don’t be too cute or you’ll confuse your target audience for a few seconds. Users make a split-second decision on whether to click on your creative.

Provide a tempting motivation with simple language. Synthesize your ad with the site.

2. Use rich media

Movement will help to catch a user’s eye. Google offers a rich-media development tool: DoubleClick Studio.

3. Harness mobile advertising

Particularly with Millennials who are increasingly using smartphones, mobile ads are all the rage.

4. Create multiple ad sizes

There are seven Web ad sizes, and flash and HTML5 options. Then, use the ones that work for you.

4. Remember marketing 101: Test, test and test

Create options to test and to see what works well. You can even create a focus group, which can be a group of tech-savvy friends to look at your ads and give you feedback.

5. Keep in mind the acronym, WIIFM

Users subconsciously will ask the question: “What’s in it for me?” Get to the point right away with an irresistible opportunity.

6. Relevance works

Know your audience. Your ad should integrate well with a blog or other content.

7. Consider native advertising

Native advertising — a text look — is creating revenue for many marketers. That’s where the ad looks like an article — part of the Web site.

8. Insert a “click here” link

It works well as a call to action.

9. Create an interactive ad

An interactive ad allows users to choose their path to follow. It will be a journey they enjoy while learning about your company.

10. Garner information

Most ads take users to a site. But some users are reluctant to go. It’s possible to collect information, such as an e-mail address. It’s do-able on your own Web site, which means you’re likely to have a higher rate of conversion.

From the Coach’s Corner, related content:

What are the Secrets for Success in Advertising? Creating 5 Perceptions — New evidence links advertising quality and execution to making the cash register ring, and it shows creative counts more than the media plan.

9 Tips to Evaluate Online Advertising Options — Are you at a point at which you want to advertise your company on the Internet? But you’re unsure which sites are the best for you?

How to Best Profit: Word-of-Mouth Advertising, Customer Service — To increase your sales revenue with word-of-mouth advertising, here are 10 tips.

‘Why Facebook Is Failing Marketers’ — Forrester Study — As a digital advertising option, hundreds of savvy marketers rank Facebook last in “business value” according to a critical Forrester Research study.

“Nothing is more expensive than a missed opportunity.”


Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.