As the digital revolution continues to rage on, businesses are spending more of their ad budgets in online advertising — and they’re seeing more results. But to get results in this new medium, it’s important to know what distinguishes an effective digital ad from a print ad.
One of the biggest advantages of digital advertising is that every digital ad is measurable by clicks. You can only hope and guess at the effectiveness of a print ad.
The most effective way to get a click is to have a clear Call-to-Action (CTA) in your ad. A Call-to-Action is the text that motivates the viewer to click the ad. CTAs are typically buttons, but the most important element is the highly motivating text. Phrases like “Act Now,” “Learn More,” “Sign up today,” or “Register Here” are great for encouraging the viewer to click your ad and visit your website.
With print ads, it is important to include a phone number or website URL so your audience can find you. This is not the case with digital ads. Businesses have a better chance of converting new visitors into customers when the user clicks through to find out more. Remember: the ad’s goal is a click, not a view.
To get valuable clicks from users, focus less on informative text and more on teaser text. Of course, the ad should still include who you are and what you offer. By using teaser text to support the Call-to-Action, you can create interest and encourage interaction.
This ad is a great example of using teaser text to intrigue and a CTA to interact. The logo, design, and text effectively convey that the ad is offering interior design services from The Forrest, but notice that the ad does not include information like phone number, address, website URL, or a long-winded explanation of The Forrest’s services. Instead, the ad motivates and directs users to click on the ad to find more information.
Visitors won’t become potential customers until they see you can meet their need. That’s why it’s important to really think about where your ad will take new visitors. The worst thing a digital ad can do is lose potential customers by guiding a new visitor to a destination that is not suited to the ad.
The answer isn’t always your homepage. Try to send users to other parts of your site that directly correlates with your ad. Maybe this is your product page, services page, a signup page, a portfolio, a photo gallery, a blog article, or even a contact page. It always helps to visualize what the experience might be like for someone who has never visited your site before and what they would be looking for after clicking on your ad.
Is your business ready to take advantage of digital advertising? VenueDog is a great place to start.
Posted on Monday, June 18th, 2012 in Advertising Best Practices
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