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How
to advertise online
Here
are 10 top tips to boost the effectiveness of online ads:
1.
Click here. When an ad calls on a user to "click
here" or perform some other action, the rates that users
click on the ads (click-through rates) are up to three times
higher than usual, studies show. Other words that work are:
"free," "last chance" and "press
here."
2.
Animation makes a difference. Compared to static ads,
research shows animated ads that shake, rattle and roll have
click-through rates that are 40 percent higher.
3.
Size matters. Studies show that ads that are wider - 468
to 500 pixels wide - are clicked on significantly more than
smaller ads.
4.
Placement matters. Ads placed next to the right scroll
bar (bottom right of first screen) have a 228 percent higher
click-through rate than ads at the top of the page. Similarly,
ads placed 1/3 from the top of the first screen have a 77
percent higher click through, according to a University of
Michigan study.
5.
Refresh ads frequently. After a few days, click-through
rates drop. But when new ads appear, click-through rates jump
again. Keep interest in the product by using new ads
frequently.
6.
Be clever. Sex, intrigue and good graphics still sell.
Don't forget your sense of humor when designing and advertising
on the Web.
7.
Know your market. If college students use your site, don't
sell ads for dentures. Sell pizza, music, books and fun --
what the students want.
8.
Link to a specific page. Don't link to a home page. Link
ads to a specific page that delivers the message the advertiser
wants to offer.
9.
Don't forget e-mail ads. If you push content to your users,
don't forget to sell sponsorships or ads in e-mails. Users
click through at higher rates from e-mail ads.
10.
Sell branding. When selling online advertising, remember
to highlight that the medium is useful in helping to brand
a product or service because it helps to educate with information,
it creates awareness and it generates a favorable image with
the consumer.
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