Thousand Oaks

Online ads don't always need the latest visual and audio flash to attract clicks. Consider these simple and practical ideas for strengthening the impact of your online advertising.

Advertise on the company site. Use ads on your own Web site to highlight new products, price promotions, breaking news, or new content.

Target ads. Create separate ads to focus on the market attracted to different sites. Consider linking each ad to a different landing page on your site as a way to track response rates. Distinct landing pages can be created simply by modifying a Welcome Page with text that is customized to each audience.

Minimize copy. Remember, the goal of an online ad is to entice the reader to click through to the target Web site. You do not need to make the complete sale in the ad itself. This guideline applies to both graphical banner ads and text ads that appear in a search engine display, ezine, or a Web site.

Focus the ad. Present a single message, product, or promotion and state it clearly so visitors can immediately determine their interest.

Strengthen the "click here." Always include a specific, benefit-oriented call to action. Click here to save!

Coordinate the landing page. Make sure the landing page confirms the visitor has reached the right destination; restates the offer and benefit; presents a clear and compelling call to action; and makes any registration process simple and non-threatening.

Apply these ideas and your online advertising will be more likely to achieve its promotional objective successfully.

Copyright(c)2006, Janice M. King. All rights reserved; used by permission. Janice is an award-winning freelance copywriter who helps technology companies around the world produce clear, compelling sales and PR materials. This article is excerpted in part from Janice's latest book, Copywriting That Sells High Tech, which has been called "a superb guide to great copy for any technology-based product or service." Learn about the book and find many valuable resources for high-tech marketing at Janice's site: http://www.writinghightech.com