If you can spare some cash, a tight economy is actually a great time to do some advertising to expand your brand’s reach. Your competitors may be pulling back on advertising, which makes this a good time to steal some share from them. All of this is meaningless if you don’t have effective advertising.
I’ve seen many clients who have pretty good click-through rates for their ads (especially Google AdWords), but when you take a look at how much they’re paying for a conversion (usually a sale), it often is more than the product is selling for. Here are some tips to make your advertising more effective:
- Tout benefits to the customer.
- Be clear and to the point.
- Make your brand stand out.
- Don’t be obnoxious – avoid too much movement.
- Ads should lead to an effective landing page.
- Make information needed for purchasing clear and consistent.
- Minimize clicks for whatever action you want people to take.
- Target your ads to places that actually have potential customers.
- Don’t try to trick your customers.
- Be attractive – your ad and landing page (and website) need to look good.
What else makes for effective advertising? Please share any ideas in the comments below.
(photo by Skywork Media @ Flickr CC)