by Patricia Walker, Multiple Stream Media, LLC.
If you've been advertising on the internet for any length of time, I’m sure you know how expensive it is to have a professionally designed ad created for your marketing promotions.
Sure, you can spend hundreds of dollars commissioning a design company to create a quality ad for you. But in this economy, why not keep the money and design your own attractive HTML ad that you can use as much as you want? All you really need is a little creativity, and these necessary tools to craft a compelling advertisement!
1. You will need an HTML editor.
There are plenty of HTML editors on the market these days, but which one is right for you?
HTML editors are great for people with just a little HTML knowledge, because you can design any ad with their editing features, and the program gives you the corresponding HTML code. The HTML code can be used for most internet promotions through online advertising companies.
Depending on how much your budget for ad creatives is, you can spend around $299 on Microsoft’s critically acclaimed Expression Web software (Microsoft FrontPage’s successor), or you can download a free open-source HTML editor like CoffeeCup Free HTML Editor or PageBreeze. I’m partial to my trusty copy of FrontPage 2003, but of course you can use whatever you want!
Expression Web 2: http://store.microsoft.com/microsoft/Expression-Web-2-Full/product/41A38BF9 (On sale for 50% off at the time of this writing!)
Coffee Cup HTML Editor: http://www.coffeecup.com/free-editor
PageBreeze: http://www.pagebreeze.com/
The typical size for HTML ads is 650 – 700 pixels, so you will have to manage your space wisely!
2. Invest in graphic editing software:
If you decide to use graphics in your HTML ad, such as photos, you will need a reliable program to crop or edit them. This is especially important if you need to cut shapes (or people) out of pictures for placement in your ad.
I have an old copy of Xara 1.0 that is every bit as good as the newer programs, and as a bonus is devoid of all confusing menus that plague the graphics software of today.
However, if you do prefer to use something a little more advanced, I recommend Ulead PhotoImpact X3. It is reasonably priced at about $69.99, and is loaded to the hilt with impressive features!
Ulead PhotoImpact X3: http://www.ulead.com/pi/features.htm
3. Don’t steal quality photos! Purchase your own!
How many times have you searched Google Images to find pictures you wanted? While that’s fine if you want desktop wallpapers, or for visual research, I strongly suggest that you don’t do this for your HTML ads!
Using photos from other websites is actually considered a form of copyright violation, which I can guarantee you don’t want! Instead, you should purchase stock photos.
Personally, I like iStockphoto.com. Their prices range from $1.00 to $27.00, and they have a wide array of categories with tons of relevant photos you can choose from. You can check them out for yourself here:
http://www.istockphoto.com
4. Some Final Formatting Touches…
Your 650 – 700 pixel HTML ad has excellent graphics, is on a custom-designed template, and you’re not in danger of any legal action. Now let’s focus on what it should say!
Obviously, you want your ad to be clean and easy to read. If your potential clients have to strain to decipher ad copy typed in 9pt. Blackadder ITC font, I promise you—they won’t buy! Let’s start from the top:
• The most effective headlines are big and red. Try using 24 – 36 pt. Impact font.
• Use a clear, moderately sized font when typing the body. I love the readability and versatility of 10 – 12 pt. Arial, Tahoma, and Verdana fonts.
• When using a quote, use italics. Italics are often underestimated, but if used correctly they can be as powerful as its bold and underline counterparts! (Hint: Times New Roman italics are very effective!)
• Use sub-headlines to separate each new idea. For example, under the headline you might start your ad copy by telling a story. Before you go into the section explaining what your product or service actually is, you should put a sub-headline.
The general rule is that the color and size of your sub-headlines should not match your headline—the color should be different, and the size should be bigger than your regular text, but smaller than the main headline.
5. Close Your Ad With a Dazzling Button!
Your eye-catching ad deserves an equally noticeable button! The call-to-action you decide to use is your choice, but don’t unceremoniously end your compelling ad with a flimsy link! (Not that links aren’t effective, but your customers might appreciate a little more fanfare!)
A fantastic way to get the reader of your ad to take action is to emphasize the button. Go ahead, shamelessly overdo the button. I mean it!
Marketing research proves that the bigger the button, the bigger the conversions. Place a sizable button on your ad, and while you’re at it, why not take it a step further? Outline the entire button with a red border, or really go over-the-top and include an animation of a mouse cursor clicking the button. Believe it or not, it works!
Practice Makes Perfect!
Congratulations! You’ve completed your first HTML ad! Okay, maybe yours doesn’t look so great right now, but the beauty of creating your own advertisement is that you can constantly make changes to it. Feel free to do some split-tests with minor tweaks or different versions of your new ad to see which one converts best!
(Or hell, just bypass the learning curve altogether and have <a href="http://www.rent-a-list.com/adcreative.html">Rent-a-List</a> design an attention-grabbing HTML ad for you. For $17.95, it’s a steal.)
About The Author: Patricia Walker is the Creatives Director of Rent-A-List.com, an online advertising service and a subsidiary of Multiple Stream Media. Want to know why over 56,000 online advertisers and marketers use us. Find out now - http://rent-a-list.com
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