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Creating an Online Ad That Works
February 7, 2007

During my position of handling electronic media for the retail group, I worked with many companies who placed advertising on our web sites and newsletters.  Some would ignore our advice and would submit their own (horrible) creative.  When we provided their click-through statistics, they would hit the roof; yelling that it's our fault that customers aren't clicking on their ad.  Nobody wants to hear what they consider to be fabulous advertising really isn't all that wonderful.  I can't blame them. We all like to think marketing is something that comes easily, and if some of our ideas work, then this must work too.   

Here are 5 proven style recommendations that work:

1. If it's distracting, it's not good.  The more bells, whistles, and flashing images may get some one's attention, but it's not the attention you necessarily want.  Keep the artwork clean and simple. 

2. Good content, or messaging, is the most important element in such a tight space. 
    * What are you trying to sell in this ad? 
    * Can someone grasp that in 3 seconds?
    * Does it have a clear call to action?
    * Does it have an emotional tug?
    * Why would someone buy yours instead of your competitions?

3. Amateur graphics are a turn-off.  Creating an ad in Microsoft Word or a similar software package may be easier, but this type of software wasn't designed for building ads.  Customers today crave entertainment.  It's the equivalent to watching Star Wars graphics with stick figures made from toothpicks.

4. Keep the rotations to a minimum.  This applies to recommendation #2 above.  Unless it's a video ad, or other streaming media, the message needs to be concise.  Studies show people lose interest in your ad after they see 3-4 frames.  Any ad that rotates through the frames more than that is just white noise in the background.

5. The size requirements are not suggestions, they are just that - requirements. The larger the file, the slower it is to load on some one's screen. If it's too large and it crashes their browser, they're not going to see your ad, nor are they going to be happy if it eventually does load. The last thing you want to do is upset the very person you're trying to market to.

Advertising is expensive, and getting the biggest bang for you buck is crucial to the success of your business.  Think of advertising as the KISS method...just keep it simple.

Interesting ad that grabs your attention (scan your mouse of it and turn on your volume)

To get the creative juices flowing:
Top 100 advertising campaigns
Top 10 slogans of the century
Top 10 ad icons
Top 10 jingles
Creative Bits
The most hated advertising techniques
Make web advertising work

For humor:
The 10 worst Super Bowl ads of all time

Posted by Suze Bragg on February 7, 2007 | Comments (0)