Through my experiences working with various
companies I have found that many make big mistakes
with their ad copy. Many businesses are willing
to spend thousands of dollars to have their ad
copy displayed to web site visitors, just to convey
a faulty and ineffective message. I have seen
hundreds of different problems that people have
made in their copy and decided to write about
some of the ones that I seem to see the most often.
Don't be a used car salesman (no offense).
As tempting as it may be, please stay away from
exclamation points. If you find that it is absolutely
necessary, one is more then plenty. Also stay
away from all caps in your ad copy. I certainly
don't like to be yelled at and potential customers
People Are Wary
Many times making an "I can't believe it" offer
in your ad copy will attract less potential customers
then just a "very good" offer. The Internet is
a scary place and everyone has either been burned
on the Internet or knows someone who has been.
If you see an offer that says "YOU JUST WON'T
BELIEVE IT!!!", I'd imagine you don't click through
to see more. I don't know anyone who would. On
the other hand when I read about a good deal,
I am much more likely to investigate further.
I have talked about making your whole site professional
looking in the past. Think of your advertisement
copy as an extension to your website. You want
visitors to feel comfortable with your products
and/or services, and the same rules apply to ad
design as to site design. Here are a few rules
you should try to follow:
1. Make the information clear and concise.
2. Avoid bright colors especially in your text.
3. Make sure that you don't have any misspelled
words and that your grammar is correct.
4. Try to leave some white space in your ad if
you can spare any.
Avoid Information Overload
Remember, that advertisements should be designed
to give visitors enough information that they
want to know more, not educate them about everything
you offer. It should not be an essay but a brief
statement of what your product or service is about.
It should be designed to get them to click through
to get all the details.
Target Your Visitors
I have conversed with many people about their
advertising campaigns and many believe that the
more visitors, the better. While this is true
to an extent, you don't just want the average
web surfer to visit your site, but the surfer
that is interested in what you offer.
Many online marketing firms will target your
traffic for you, but you can do some of the targeting
yourself. If your ad is displayed on a site about
sports cars, but your site specifically deals
with Porches, you want to have something in your
ad that specifies that your site is for those
interested in Porches. Even further, you can geo-target
to a certain level within your ad. If you are
advertising for a Porsche Club in San Francisco,
then tell potential visitors that your site is
for visitors in the San Francisco area right in
your ad copy.
Unless you have a service that everyone is interested
in (if such thing exists), try to target your
visitors as much as possible. In most cases you
are paying by the click and the more dead ends
that you can weed out before they click through,
I am in the business of delivering high quality
visitors, but I know that my customers will have
a much better campaign if they spend more time
on their ad copy and less time on worrying about
other details. If you do not feel confident in
being able to create effective ad copy, find someone
who is and have them do it for you. Also, make
sure that you dedicate some of your resources
to reviewing and refining your ad copy on an ongoing
About Author: The author, Jason D. Huhtala,
is the Vice President of Operations for Target
Blaster, Inc., an Internet Marketing firm specializing
in inexpensive targeted pay-per-visitor web-site