Recipe: Display, Classified, and Calendar Advertising

Placing ads in print or online can take a wide variety of forms. You can place display ads or banner ads in print and online publications and on websites. These highly visible ads, typically in color and with some sort of graphic image, encourage visitors to click on them to visit your website, or in print, they may direct readers to a website or ask them to call. As with any advertising, the most effective ads make a special offer to encourage response.

Classified ads or paid calendar listings are typically text only, or perhaps include a logo, and are shown under headings that collect similar types of ads together.

Some advertising venues will charge you a flat fee to run your ad for a certain period of time, others will charge based on the number of “impressions” your ad receives (i.e., the number of people who view it), and still others will charge for “click-throughs” (i.e., the number of people who click on it). To evaluate using ads for which you pay a flat fee or per-impression fee, review the tips under “Making Advertising Work” above. For ads charging per click, see “Pay-per-Click Advertising” below.

Look for venues where you could be the only advertiser in your category, or offer something completely unique. A career counselor might get a good response from a small ad appearing on a page of job postings for her niche that read, “Looking for something different? Learn to find meaningful work. Call for a free guide.”

Use the services of a graphic designer, copywriter, or marketing communications professional to make sure your ad copy and layout will attract attention. Just as with directory advertising, narrow the focus of your ad to one key point that will resonate with your best prospective clients.

The headline of your ad is the most important part of its design. If the headline doesn’t attract attention, your ad won’t be read. Inexperienced advertisers often make the mistake of headlining their ad with their name or the name of their company. But no one cares who you are unless they need what you have to offer.

Effective headlines directly address a prospect’s needs by stating a principal benefit of the service being offered, or mentioning a problem the prospect may have. Here are some examples:

Does Your Computer Give You a Pain in the Neck?

Affordable Bankruptcy

How Safe Are Your Investments?

Help for Adults with Attention Deficit Disorder

Health Care at a Price that Won’t Make You Sick

Relationship Troubles?

Remember to track carefully the results of every ad you run. It’s the only way you will know what’s working for you and what isn’t.