There are hundreds of online “experts” and consultants who are happy to tell you how to optimize your online advertising strategies. After all, having an online business can only succeed when people know what you have to offer and where to find your website. No matter who you talk to, there is one critical success factor for online advertising that everyone will agree with.
Having a great ad for online advertising is an essential component of your marketing strategy. But, the biggest secret to a successful online advertisement is your headline and everyone will agree that headlines can pull readers closer and shut them out.
Why?
You have a second or less to capture your reader’s attention and you had better make the most of it. People don’t read things on the Internet, they scan them quickly. Their eyes rapidly move across a page’s content until something captures their attention. It is likely they won’t read past the headline if the headline is not engaging, interesting, or entertaining.
Whether you’re using banner ads, search engine advertising, contextual advertising, or some other type of advertising, your headline is your key to success. That’s why you need to put the time and effort into creating your headline that results in a creative, unique message that screams “benefits”. After all, everyone is searching for products that offer them great benefits.
Consider the following tips when creating your headlines:
Know your audience and what interests them. Understand what ignites their excitement and imagination and go after it. Give them a reason to read beyond the headline.
Appeal to emotions. Most people buy on emotion so knowing the emotional triggers for your target audience will help you creative a compelling headline. Appeal to their emotions when creating a headline.
Provide people with the answer to a question. That means creating a headline that is actually a question! What better way to engage them to read further – especially if you’re answering a question that truly interests them. “Is Your Job Overwhelming?”.
Introduce something new. People love to be first to hear about something, particularly in their area of interest. Make your headline effective by positioning it as a statement introducing or announcing a new product, enhancement, industry findings, or other news. For example, “Introducing a New Method for Auto Financing”.
State an important new fact or relevant statistic. Having a headline that is substantiated by data and research is a tremendous way to intrigue readers and gain their confidence. It instantly increases your credibility and effectiveness. For example, “Organic Food Contains 50% More Nutrients”.
Shock your audience. Give them a reason to further evaluate your claims. “An Average Apple Contains 30 Pesticides”. They will certainly want to know more about this. (By the way, this is a true statement!).
Use power words. Powerful headlines require the use of powerful words. Words such as “incredible”, “revealing”, “proven”, “guaranteed”, “shocking”, “money”, and “discovery” are just a few of these power words.
Creating headlines that appeal to emotions and human desire will have more people reading your full ad and potentially clicking to your website. Headlines are the doorway into your business when it comes to online advertising. Make sure the door is wide open when they come!
When one thinks of advertising on the web one often thinks of “Google” and why not supposedly they are the best.
They are the biggest game on the court and they certainly are the most recognizable force in online advertising on the web.
From the paid search return links on the top of every search return page, to those little to big add blocks on all of our favorite online news papers. All of them blazingly sporting the “ads by Google” prefix.
So you may ask your self if you are going to make a banner add to promote something you deeply care about. Will you try to mock Google or go your own way?
Well there are benefits and caveats to both scenarios.
Let’s go over a couple shall we?
We will start with dissecting the “mock “Google ad.”
“Google adds” start with a basic idea that works really well for most people that idea is “standardization” it works well for web masters and graphic designers because the webmasters and the graphic designers know in advance of building a web page where and how the adds will be displayed.
Although you can go to Google and get more customized ad blocks for your site as a rule most people don’t seem to bother.
This standardization works great in two ways for “Joe the web surfer”, too.
On one hand he can see these standard blocks on a website and almost tune them out.
But, on the other hand, when he’s ready to shop he has learned almost instinctually where to click when he’s ready to buy what he wants.
Pavlov’s dogs never had it so good.
Therefore if you are looking for this kind of reaction in “Joe the web surfer public”, you could make a bundle of cash by targeting your ads to be displayed on sites that put “Joe” in the buying mood.
But what if you don’t have a website that you can put ads on which leads Joe to using your ad as the solution?
Then you will have to place your ads on pages that have a lot of visitors with interesting content.
In this case you need to scream to be heard. In this area of advertising on the web you can’t expect a sale from a banner ad because the website you are advertising on is supplying the answer to the customer already that he’s looking for. All you can hope for in this scenario is to make an impression and stand out.
The more Joe sees your name in his peripheral vision on this kind of web site the more likely he will instinctually learn to trust you when it comes for him to make a purchase.
Good luck, and spend your advertising dollars on the web carefully to get the highest rate of return.
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