What is an advertisement and How to make a good advertisement
What is an Advertisement ?
An advertisement is a piece of content that
Commerce Server delivers on a Web site based on a specific formula for delivery
referred to as Need of Delivery (NOD). An advertisement typically has a
delivery goal, date ranges, and target attributes. After you create an
advertisement, you schedule the advertisement, specify the Web pages where the
advertisement is to appear, and target the advertisement to a specified group
of customers. You can also specify your advertisement display. For example, you
may want an advertisement that contains text and an image, or you may want an
advertisement that contains text only. After you specify the appearance of the
advertisement, you can preview the advertisement display.
The Content Selection Framework (CSF) processes the
variables that you specify for an advertisement: campaign goaling, exposure
limit, schedule, weight, page groups, and target expressions. Every time that a
customer visits your site, the CSF determines whether to display the advertisement.
The CSF for advertising uses a formula called Need
of Delivery (NOD) to score the advertisements based on how far behind schedule
the advertisements are. This formula considers the total quantity of content to
be delivered and the length of time over which the quantity must be delivered.
The CSF calculates NOD for each advertisement request after it has processed
the advertisement request. Commerce Server applies NOD to paid advertisements
only; Commerce Server does not apply NOD to house ads.
If you plan to run several campaigns at the same
time that use the same target expression and the same priority, the CSF selects
the advertisement to display based on the advertisement type. If the
advertisements are both house advertisements, CSF selects an advertisement at
random using the weights as relative probabilities. If the advertisements are
paid ads, CSF selects an advertisement for display based on the NOD calculation
that considers the start date, end date, number of events scheduled, and number
of events served to date. One score modification the NOD uses is History
Penalty. History Penalty applies a decreasing penalty to advertisements
recently seen by a customer.
How to write a good Advertisement ?
Effective ads are those that get attention and lead to new customers. You can write effective ads if you follow a few simple steps.
1.
Grab your reader's attention. Choose a great headline to get your reader's attention.
Study adverts that industry experts deem highly successful, making note of
similar industries to your own. You can look towards magazines, websites, and
even newspapers for headline ideas. Write down 10 or 15 headlines for the
advert you will be placing. Let them "rest" overnight, come back the
next day and pick the one that pulls most at your attention.
2.
Create Interest. After
you've created a headline that will capture
attention, you will have to get your prospects interested in what you are
offering. One rule of thumb often used is "what's in it for me?" If
your reader cannot easily tell how they tie into the advert, they will pass it
by. There are many ways to do this--state a fact, a quote, a solution to a
problem.
3.
Create Desire. Once you have obtained
and retained the attention of your prospect, you have created a relationship
between your reader and the ad that will cause them to desire more information.
By creating an emotional attachment in this scenario, you not only create
desire for more information, your reader may desire your product and/or
services. The desire you have created could be to save money, have better
relationships, move ahead in a job -- any tangible feeling or emotion that your
readers would have a connection to.
4.
Call to Action! Now is the the time to
pounce! Tell them what Action you want them to take to obtain the desired product/service.
It could be make a phone call, click on a website link, buy a product, or
obtain a free offer. Be specific, not misleading here.
5.
Contact me! Include all pertinent information in your ads--company name, product or
service offered, all contact info--website, phone, fax, address, logo.
6. Finalize
your advert for errors.
Look over your advert one final time, possibly get
other colleagues involved for their input. Successful ads typically have simple
fonts with lots of white space that are easy to read, with vivid graphics or
pictures. Proofreading for spelling and grammar errors is a must. Get feedback
on your ad from coworkers, friends, even strangers. Keep your brand identity
consistent in all ads, using a style guide (if published) for all out-of-office
communications. If your company logo is blue & green, an orange and purple
ad is confusing.
7.
TEST! Test your ad!
Don't commit to a year's worth of advertising space until you know your advert
does get attention and create clients. Measure ROI (return on investment) for
all of your marketing activities.
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