THE ART OF THE AD: HOW TO DRIVE MORE VISITORS TO YOUR BUSINESS NATURALLY

THE ART OF THE AD: HOW TO DRIVE MORE VISITORS TO YOUR BUSINESS NATURALLY The internet is the perfect medium on which to advertise your business or its products or services.

Statistics show that it reaches 98 percent of all 18- to 29-year-olds and 97 percent of all 30- to 49-yearolds. By creating and displaying highly optimized ads, you’ll attract new customers and gain a competitive advantage in your business’s market.

USE MULTIPLE FORMATS Don’t limit your online ads to text format, as you can drive more traffic to your website if you use many different types of ads. Image ads, for example, allow you to use bright colors, flashing buttons and cursor hover-over effects to attract clicks. With text ads, you can only motivate users to click using words. You can use words and visual elements in images, however, to drive better engagement.

Video is another effective ad format. According to one survey, 51 percent of advertisers say video offers the highest return on investment (ROI) of all formats. You can create video ads for YouTube by creating an account on the video-sharing website and uploading the video to your channel. Alternatively, you can pay to advertise your videos on YouTube by creating a video campaign in Google Ads. This will place your video ad on YouTube as well as other affiliated web pages.

MAKE ADS LOOK NATURAL

Users are more likely to look at, click and engage with an ad if it looks like a natural element of the website’s content. The Federal Trade Commission (FTC) has laws regulating online advertising, but you can still create natural-looking ads to achieve better results with your advertising strategy. Designing a banner ad in the same color as the target website’s background, for example, allows it to blend in.

Because they feature the same color, users may assume the banner ad is a part of the website, thereby increasing click-through rates (CTRs).

Your ads should also be relevant to their intended audience. When creating ads for a website, use copy that resonates with the website’s visitors. If you’re creating PPC ads for AdWords, include the search

keywords you are targeting in the copy. You want users to immediately connect with your ads when they see them. If your ads aren’t relevant, they’ll ignore them without taking action.

THE RECIPE FOR AN EFFECTIVE AD Creating an effective ad is a methodical process that requires several essential ingredients. In addition to being relevant to its intended audience, an effective ad must clearly convey what you are selling. Using gimmicky phrases and clickbait headlines in your ads may attract clicks, but they are low-quality clicks that probably won’t convert. Be honest and transparent in your ads and explain exactly what you are selling.

Your online ads should also be unique. If one of your ads features the same copy as another ad, it won’t receive many clicks. This is especially true for a lot of marketing for gyms ads (which frequently employ the same buzzwords and promises that people are often wary of). Your ads must stand apart from your competitors’ ads, so design them with unique colors, copy and other distinguishable elements (and distinguishable services).

If possible, include a call to action (CTA) in your ad. This statement or phrase tells users what they must do to trigger a conversion. And don’t forget your landing page! Yout got potential customers interested if they clicked on your ad, now you need to convince them to stay with a great page. Your website is an incredibly important part of your marketing strategy – don’t think that’s it’s going anywhere, invest wisely in it.

GENERATE EXPOSURE Even if you have an effective, meticulously designed ad, it’s not going to drive sales unless people see it.

If you’re going to display ads on your website, for example, optimize your site so that it ranks high.

Known as search engine optimization (SEO), it attracts organic search traffic to your website, thus increasing ad impressions.

Another way to generate exposure is to create PPC ads using Google Ads or Bing Ads. Both services support text ads for their respective search results. After creating a text ad, you select the keywords for which you want it to appear. Both Google Ads and Bing Ads are cost-effective advertising mediums for businesses. These types of advertisements are also essential for local advertising. They reach the target audience and Google local service ads can help in your SEO campaign as well as reaching new customers.

MONITOR PERFORMANCE Once your online ads are active, you must monitor their performance so that you can further optimize them. All online ads, regardless of format or location, have a finite lifespan. Users may grow tired of seeing a particular ad, or the copy may become stale or irrelevant. Either way, you should keep your ads fresh by monitoring their performance and making small changes to optimize them.

Statistics show that the average consumer sees up to 10,000 ads each day. For businesses looking to promote their products or services, this stiff competition can hinder their success. Using the right online ads, however, you can reach your business’s customers to sell your products or services.

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