It is important that business owners understand the basics of writing a good advertisement.
All businesses need promotion. I have seen thousands and millions of dollars wasted on ineffective, poor or outright bad ads—and I want to save you that pain. But most importantly, I want you to expand your business and effective advertising in all its forms is essential.
After all, you need new customers because without them your business will fail. The good news is that the core principles of how to produce a proper advertisement apply to practically anything you may want to use as a promotional tool.
This includes, but is not limited to:
- Fliers and other mailers and handouts
- Magazine and newspaper ads
- Online advertisements (display, etc.)
- Web sites, including those used with online advertising
- And more.
It can take a bit of trial and error (testing) to build an ad or ad campaign that really works, but following these 11 tried and true tips can help you get the results that you’re hoping for.
Do understand the most powerful advertising technique on the Internet is showing up in organic search results (ideally first page, in the first three results).
Do understand that is currently your best tool along with Pay Per Click suggestion tools (from Google, etc) to discover which search terms get the most search volume.
Do understand that Pay Per Click search ads provide your next best set of Internet advertising techniques after organic search engine placement.
Do understand that text links almost always outperform banner ads as advertising techniques because they look more like content and people are used to clicking on content (text links) far more than ads.
Do understand that Internet display ads perform best with flash animation, motion, or video.
Do understand the eye reads top left to bottom right and that impacts your click-through rate depending on where your text links or display ads are on the page.
Do understand that the page upon which the consumer clicks is just as important than the ad or link that got them there.
Do understand that improving or optimizing your own pages and your own site has more impact than optimizing your advertising techniques in text links or display ads.
Don’t underestimate the importance of this sentence above.
Don’t assume that just because you built a website people will visit it.