With online advertising as in print the key to maximum results is getting the target reader to stop and look at your ad. You have only a couple seconds to do that. This ad for Bill Heard Chevy that I found on the Tampa Tribune website certainly makes you stop and look. The layout is simple, the blue background is attractive, and the pretty smiling face is irresistible. When your eyes meet hers it's over. Now that she has your attention she asks: "Shopping for a new car?" If you're not, you'll probably note the ad was for Bill Heard Chevrolet and move on. But if you are shopping for a car, "First you'll need to know what your car is worth." About the time you're wondering what this is about the banner ad message transitions to a second slide that explains the offer "Instant Appraisal" with a strong call to action: "Click here to get yours!" This 300x250 links to an online form that asks for your name, number, email, make model, year of car and condition. Someone from Bill Heard Chevy will contact you with trade-in value. I'm sure that some readers will decide to participate but many others will hesitate to submit their contact info so early in the process. I'll bet the response will spike if the dealer changes the form to a Kelley Blue Book (or similar) calculator so the consumer can instantly get a ballpark trade-in value. At that point Bill Heard's internet sales pros can ask for contact info offering quick credit approval or some other internet special. That said, I expect good click thru rates for this online banner ad.
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