When it comes to Internet advertising, the reasons why some ads are more effective than others remains something of a mystery. Debra Harrsch, CEO of Brandwidth Solutions LLC (brandwidthsolutions.com), offers two tips to help demystify e-advertising and maximize your online marketing investment:

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1. Create a landing page for your ad. When your prospects click on your ad, what do you want them to see? Certainly not your Web site’s homepage, as that lacks a specific focus or call to action in relation to your ad. The same is true of your product or service page — it isn’t likely to help your potential customers know what to do next. By creating an ad-specific landing page, you can expand on your online advertising message or offer a specific call to action. A great landing page:

• Offers a concise and well-articulated marketing message that includes the value proposition of your product or service and ties directly to the message you make in your ad;
• Shares the look and feel of your online ad and your branding, which helps build brand awareness and reinforces for potential customers that they’ve landed in the right place;
• Provides links that move prospects through your Web site to learn more about the specific product/service; and
• Registers prospects for promotional giveaways, technical articles, e-newsletters, white papers, or discount coupons, among other offerings. (Getting potential customers to sign up for free information is also a great lead-generation tool for a growing business.)

2. Keep your ad consistent with your branding. So often, online ads and other integrated Internet marketing vehicles seem like they were created in a vacuum, leaving one company looking like several to unfamiliar prospects. Follow the lead of major successful brands by keeping a consistent identity. It’s possible to remain fresh and creative within your brand boundaries. Just be sure that anyone looking at any of your marketing materials will recognize that they come from you.

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