Web Ads

Make the Most of Your Web Ads

Advertising on the MarketingProfs website gives you the unique opportunity to put your brand in front of half a million unique monthly visitors, consisting largely of active marketing professionals on the lookout for new ways to up the ante on their marketing strategies. Now is your moment in the spotlight, so make the most of it. Here are some key things to keep in mind as you prepare your web ad campaign to ensure you get the best possible return on investment.

Grab Their Attention

Whether you’re running a Topic Targeted or Run-Of-Site ad campaign (see here for what examples of each look like), your goal should be the same: create eye-catching ads that attract interest and compel visitors to act. You have only a small window of time to capture readers’ attention, so daring to be different can pay off big.

If you have the resources, video or animation can be great eye-catchers. Just one note of caution when using these creative types: keep the call to action up front so viewers don’t have to wait for it. Otherwise, you risk losing their attention and potential for conversion.

Equally as important as eye-catchings ads is appealing to your customers’ needs. Instead of gushing about how fabulous you are, discuss your value by focusing on these three questions:

  1. Why do my customers need this?
  2. How can I help their business?
  3. What’s in it for them?

To create clear, actionable copy, keep the following tips in mind:

  • DO get to the point. Even at a quick glance, your message should be clear.
  • DO make sure all text is easy to read by avoiding fancy or small fonts.
  • DO keep your ad copy relevant to your selected topic (especially for Topic Targeted ads). It probably goes without saying, but if your topic is email marketing, your ad probably shouldn’t be about video or social media.
  • DO stick to one topic or off er per ad. Have more products and services you want to promote? We’re happy to discuss additional ad campaigns with you.

Seal the Deal with Your Landing Page

 If your ads have done their job of converting eyeballs to clicks, you’re now one step closer to generating a lead and prospective customer. Will your landing page hold up its end of the bargain?

Your landing page is your opportunity to nurture interest sparked by your ad so that it grows into genuine enthusiasm for your product or service. Use powerful verbs to engage readers and drive actionable results, enticing them to “go,” “buy,” “sign up,” “download,” or “shop now.” If you want maximum conversion (and who doesn’t), your landing page should simply focus on the offer at hand, not provide an in-depth overview of your benefits or product lineup.

Also, don’t even think about making your homepage or shopping cart your landing page; having a dedicated landing page that relates precisely to the offer presented in your ad is an absolute must.

To make the most of your campaigns, follow these landing page tips:

  • DO keep it legible by using large fonts and keeping text to a minimum.
  • DO maintain branding elements from your website and ads for consistency.
  • DON’T go overboard with images. The more images you have, the longer your load time and the greater your chances of losing prospective leads.
  • DO think mobile first by employing a responsive design and ensuring that your landing page renders well for all visitors, regardless of device.
  • DON’T use Flash, which isn’t supported by all mobile devices.

Final Thoughts

As you create your ads, remember the goal: to attract attention and give them just enough information to make them want to click and learn more. By keeping your message simple and focused, combining that with a strong visual presence, and pointing prospects to a well-thought-out landing page, you’ll be in a great position to get the most value from your ad campaign.


Salesforce Ninja (and Web Ads guy)

What Web Ads Really Look Like

Leaderboard ads (either Run-Of-Site or Topic Targeted) are 730x90, and placed at the top of the MarketingProfs website. These screen shots are formatted to fit here, so if you want to see them at actual size then head over to the real MarketingProfs site.

Poster ads are 300x250, and run in a variety of placements throughout the site, like these examples on an article page (again, for actual size please see here).