Six Ways to Improve Your Online Advertising

1. Experiment with different creative approaches. The beauty of web ads is that web ads can be adjusted or changed quickly. Test different ads in different locations. Take advantage of this medium's flexibility by changing your copy, the offer, or the images in an effort to appeal to your audience.
2. Consider your ad placement strategically. Try to place your ad near relevant site content. If your company offers manufacturing validation consulting, place your ad near editorial covering current government laws and regulations.
3. Use a specific call to action. Whether it's to Buy Now, Apply, or Download, your user should never be confused about what, exactly, you are asking them to do next.
4. Keep your logo and call to action consistent. If your banner ad rotates, be sure your logo and call to action is apparent on every panel so you don't lose your audience.
5. Direct the user from your ad to a landing page. Your landing page should be consistent with the focus of the ad. For example, if your ad is promoting a specific product, your landing page could be a spec sheet with a sales contact. Do not simply direct your user to your home page. If they are confused about where they are supposed to go next, they will simply leave your site.
6. Use your landing page to generate leads. Create fields to capture information about the user. Limit the number of fields to be completed and the number of click options. Less is more.