Picture by Kanokpol Prasankhamphaibun

When used strategically, online advertising is great.

Pros — Advantages include providing a targeted reach, measurable results, cost effectiveness, increased visibility, real-time optimization, and mobile accessibility.

Cons — Disadvantages include ad fatigue and intrusiveness, invalid traffic, click fraud, heavy competition, and changing algorithms.

There are many ad platforms and formats, therefore it’s important to understand the weaknesses and strengths of each. It’s critical to closely monitor campaigns, make necessary improvements, and always provide valuable content to your target audience.

Designing simple banner ads without strategic planning no longer suffices.

The digital click rates have declined significantly, especially in B2B. To shine in the clutter of Internet advertising, there are strategies to keep in mind. That’s true for mobile and Web site strategies.

 

There are many ad platforms and formats, therefore it’s important to understand the weaknesses and strengths of each.

 

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

Expert videos are important. Movement will help to catch a user’s eye. Google offers a rich-media development tool.

3. Harness mobile advertising

Particularly with the increasingly use of smartphones, mobile ads are all the rage.

4. Create multiple ad sizes

There are many options in Web ad sizes, and flash and HTML5 (HyperText Markup Language). HTML defines the content and structure of web pages for your user experience. (If you’re a novice start by learning about Web building. Then, use the ones that work for you.)

5. 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.

6. 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.

7. Relevance works

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

8. 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.

9. Insert a “click here” link

It works well as a call to action.

10. 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.

Bonus tip

Finally, it’s vital to know 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 using one of many lead generation forms. You’ll keep users on your Web site, which means you’re likely to have a higher rate of conversions.

From the Coach’s Corner, related strategies:

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.

“Nothing is more expensive than a missed opportunity.”

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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.