Know you need to advertise, but don’t know what to say, or how to show it? It’s always a good time to review Strong Creative Best Practices to help you get the most out of your advertising campaign!

Use keywords in your ad copy: They will help tell the story without lengthy text that can be distracting.

Keep it simple: Busy ads have lower click through rates and brand recall. Avoid wordiness and show or tell the customer what’s in it for them.

Clear call-to-action: Make it short and simple (“BUY NOW,” “SIGN UP” etc.) Putting the call-to- action on a “button” in the banner ad is also helpful because people naturally know to click buttons.

Show off your brand, not just the deal: Banner ads help people with branding recall so even if a customer doesn’t click on a banner ad immediately, they remember your brand when they type it into Google Search or a web browser at a later time.

Integrate the ad with other marketing: Marry traditional and digital media by using similar visuals, fonts and colors that are used in TV spots or billboards. This continues to build brand recognition and credibility.

Entice the customer: Use special offers or discount to catch the user’s attention. Time sensitive specials can add a sense of urgency (“Memorial Day Sale,” “Limited time offer” etc.) and help guide consumers to click the ad and make the purchase sooner.

Keep things fresh: You don’t want users getting bored with and ignoring your ads.

Deliver the goods on the landing page: Banner ads should be linked to a destination page that is exactly what the ad promises (if your call to action is “BUY TICKETS NOW” your landing page should be the ticket buying portal for whatever event you are advertising.) The shorter and easier you can make a customer’s journey from seeing your ad and making a purchase, the better. (Think about Amazon’s “Buy Now” button that requires 2 clicks to make a purchase.)

Don’t underestimate the power of good design: Engaging and provocative design will turn prospects into clients. Use crisp, high-resolution images on uncluttered backgrounds. Images with people using or enjoying your product make the most impact.

Need help making these best practices come to life in your next advertising campaign? Royle Media is your one-stop-shop for creative, digital advertising, so give us a call at 503-376-7141 !

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