Ad serving tips for more advertising conversions
                     Ad serving tips for more advertising conversions
John Z
Writes on AdSpeed adserver platform, involved with 
AdSpeed ad serving software.
The ultimate goal of every advertiser for their ads is to have many 
conversions. An advertising conversion is defined as a valuable action 
performed by the ad viewers. It could be signing up for the newsletter or 
making a purchase on the landing page. The ad is basically the first 
impression and therefore, it is very important to be able to convey 
enough information and offer enough incentive for the viewers to click 
on it to find out more about the advertised product or service. Making 
ad creatives is not hard but making effective ad creatives requires 
perfecting a lot of elements like visual design, ad copy, audience 
targeting, publisher selection, etc.
Target the right audience
Understand your target audience and put yourself into their shoes to 
understand what they would do when searching for the product or 
service that you are selling. Figure out the keywords that they would 
enter into the search box. Determine when is the best time to serve 
your ads. For example, ads that target businesses are more effective 
during working hours than at nights and weekends. Evaluate key 
competitors and alternatives. Create a value proposition that stands out 
from these competing offers. Basically, you should follow the same 
paths as your audience and see when and where you should display 
your ads, what keywords and graphics that you should include in your 
ads to make it attractive and persuasive.
Use the right words
There is not a lot of space within an ad and not a lot of time for viewers 
to look at it so make those words count. Use a simple and active verb in 
your call-to-action to encourage the desirable action. Often, that would 
be clicking on the ad to the landing page where you have more screen 
space to pitch to the potential customers. Do not use fancy words or 
phrases. Keep it simple and easy to understand for everyone. For 
example, if the ad is about a travel deal, your call-to-action verb should 
be “book”, like in “Book your trip today.” Similarly, if the ad is about a 
game app, the chosen verb should be “play” because it is simple and 
closely associated with the target activity. Basically, whatever comes to 
your mind first.
Make a convincing landing page
The landing page is your second impression after the ad but it is your 
primary way to convert a potential customer to become an actual 
customer. If your landing page is too generic, too long or too confusing, 
they will simply close it and you lose your precious chance to generate a 
conversion. Because you have more space on a landing page than on the 
ad, you can include more text and graphics to make a case for your 
product or service. Think about your audience, their problem and what 
they look for in a solution. Address those items directly and offer an 
incentive for them to make a decision to buy your product or service.
Design for multiple devices
Do not assume everyone uses the same device that you use and sees 
the same thing that you see. Your ad should be designed to be 
responsive to its ad placement. This means it should automatically resize 
depending on the device’s screen size. Test your ad serving on mobile 
devices first, then on tablets, laptops and desktops.
Test and monitor your ads
There is no single strategy that works across all scenarios. Therefore, 
you must monitor, test and make adjustments to the ads frequently to 
increase the conversion rates. Take advantage of the ad optimization 
features in your ad server like A/B testing, frequency capping, delivery 
schedule to maximize the number of conversions and minimize waste 
impressions.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
Thank you for spending your precious time in reading this article.