There must be a reason for text link ads to work better than image ads – statistically speaking. However, there are image ads that work,
particularly on blogs, and the art of creating them… well that’s what this entry is all about.
In our daily browsing habits I am sure all of us encounter both ads that suck and ads that trigger the emotion that makes us move the cursor over the banner and click. This is the type of ads that generate ROI. When a visitor clicks on an ad the sale is half done. The rest is up to the landing page and its power to persuade.
So the main purpose of an ad is to make the visitors click on it. If the ad pretty but doesn’t generate any response from the viewers it is pointless. ROI is what the advertisers should be looking after and not just a shiny display of something no one really wants to see.
How do you make people click on your ads?
Whether you ask a designer to create banners for your campaign or you choose the DIY road, remember that the role of an ad is not necessarily to tell a story, but to say “Follow me! I have something really awesome to show you!”
An ad needs to be intriguing, sticky, interesting and fun. It needs to make people wonder “what’s that?” or say “I need that!”
A good ad will increase traffic to a site and boost up ROI. But when the ad is there for the sole purpose of telling us how great a company is, its purpose might fail. Remember that people don’t care about your glory. What they need to know is what you can do for them.
What happens in the visitors’ minds when they see an ad?
- Who cares?! (absolutely no click)
- Common, don’t waste my time! (no click)
- Oh! This looks kinda cool! (maybe a click)
- WTF is this? (click)
- Wow! I need this! (click click)
It is not really easy to trigger a “wow” type of response. Even the most skilled designers fail if they don’t understand the market, and the blogosphere is a rather complex place. Bloggers are a very interesting group, but when you look at the social media sites like StumbleUpon and digg it is easy to figure that what people want to see has to be sensational, new, entertaining and fun. Try to create an ad with the same attributes. You will get a response.
Understand your market, understand the people and their needs.
This kind of advice is given in any industry. PR deals often with situations when advertising campaigns fail because the advertiser underestimates what I call “the marketing intelligence” of the groups they are targeting. If you want people to be interested in your products you have to awaken their interest. Be creative, show sense of humor and be clever.
Last but not least: believe in your product. Don’t try to sell something you wouldn’t use. If you don’t like your own product no one will.
Don’t cut your chances by advertising for low quality products and services. It is the Internet, yes, but there’s nothing stronger than the word of mouth, and online this is spreading at unimaginable speeds. Smart ads are created by smart people for smart people.
Your client is your equal. Never forget that!
Alina Popescu says
You are right about a good ad being 50% of the sale. The rest depends on what’s behind it. I guess it’s all like this clothes store that really puzzles me. Whenever I walk by it, the atmosphere, the colors, the way everything is displayed…it all makes me want to go in. Then I get a better look at the clothes and live without buying.
Mark Anastasi says
I agree with you article! If you want to make an effective ads, you must have good “ads strategies” in order to catch the attention of the readers. and eventually it will drive more traffic to your website.
Mihaela Lica says
That’s why I don’t go shopping. 🙂 I prefer going online at 3 Suisses and ordering my stuff. Yes, it fits. 🙂
Mihaela Lica says
Welcome to eWritings Mark. And thank you for the thumbs up. 🙂
Plumbing Course Andy says
Your ad must be convincing so that readers will attract to it. You have to think of unique ideas that will surely catch the attention of your target customers.
Vernon Lun says
Awesome post. Love the ‘we love bloggers’ image. Wish I thought of that for TheGoodBlogs.
And I think that if anyone is looking for someone to do that perfect ad for them, you may be the right person to use for me. I can see you have a great sense of humor.
Trisha Frauenhofer says
Well said, I’m a big fan of the KISS principle. Spending 100’s and 1,000’s for a professionally produced ad is no guarantee that it will outsell your homemade video testimonial that you put together on a whim. I use these same concepts in affiliate marketing advertising.
CD Daniels says
I find the “WTF is this” approach works best for adverts, as people by their very nature are pretty curious, so if the advert copy is quirky or bizarre enough to make them click on it, your job is done!