Tuesday, September 23, 2008

Tactis for Boosting Online Ad Response

Marketing Sherpa has been publishing a weekly series on online advertising. This is part three of the four part series and it addresses best tactics to boost ad click through:

These three take aways were also provided from Marketing Sherpa:

The results fall into three general categories:


Our brains are hardwired to pick up volumes of information from the subtle nuances in facial expressions. That could be why adding a picture of a person is the single most effective way to communicate brand information.It’s no accident that some charities seeking donations feature pictures of suffering children. Words on a page simply can’t convey emotional messages, such as suffering, joy, or frustration.


Adding drivers, such as more data-entry fields, tends to flatten the purchase funnel. Adding a video allows advertisers to pack more information into an ad. Such drivers ease the journey from product ignorance to product purchase, with the least amount of work possible.


Adding drivers, such as more dynamic text, helps match relevant messages to more exposed individuals, reducing wasted media.

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