A good advertisement is an advertisement that generates many sales. Crafting such an ad is a challenging task to master. It requires creativity, experience and likely a series of experiments. While your ad may satisfy the ad specifications from the publisher's ad server, its conversion rate depends greatly on its content. While you may second-guess your product and service, the actual problem may be in the ad creation approach.
An ad with a high click-through ratio often is specific to an item or offer that someone is looking for. For example, if someone wants a red teddy bear, he or she is much more likely to click on an ad for a gift shop than an ad for a general department store.
Next, when a person clicks on the ad, he/she should be taken to a website's landing page that continues to explore the available items on your website. Your e-commerce website should be convenient to purchase. Things like product description, order button, return policy and shipping information should be readily available. If you have a generic ad that takes visitors to your website’s main page, they are likely to spend just a few seconds on your website and would click back. Even worst, they might ignore future advertisements from your company because the first impression is often the most important one.
The next thing to consider is a Call-to-Action. This is designed to get people to click on the ad as soon as they see it. This call should create a sense of urgency, a limited time offer, such as "Act now before this offer expires". The more urgency the ad places, the higher the click-through ratio will potentially be.
However, a strong Call-to-Action is not enough to carry your advertising result to the top. You need to offer your potential customers something of value. This can be as simple as offering an easy return policy, free shipping, or a better deal than that of your competitors. This slight edge will have the consumer clicking on your advertisement and making a purchase decision with your company instead of continuing to look for other online deals.
Last, your conversion rate depends on your selling items. This can be as simple as selling the right products at the right time. A heavy winter coat being advertised online in the middle of summer is not a good idea. When people are headed to the beach, they are more interested in the summer clothes over something they will not need for several more months.
In conclusion, with a little hard work and attention to detail, you can take your advertising metrics to the next level with more clicks, more leads and conversions. Online purchases are becoming the norm so just make sure you create values throughout the whole buying experience. Most importantly, continuing to deliver on the promises you make on the ad is important to keep your customers come back after clicking on the ad.
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